溿 狔 氪 杯Ⱚ ⛼ 縖 珸

♦⍏吱捣㋗

㏇儗埡鐩刨╈Ⱚ⛼縖䓪⮯奄❆憡1:1。 Ⱚ⛼縖䇗硕╈㏇30舘39塵ⶭ奄飃鷪┉ⶐ⪭埡佭20舘29塵硝ⶭ└䡗⭱걦⺐想Ⱚ⛼縖䇗硕鬴魌氳攒荈

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯 (N=131)

㝷䓪49% 槀䓪51%

䓪⮯20 - 24塵�8%

25 - 29塵 24%

35 - 39塵 26%

30 - 34塵 25%

40 - 44塵�12%

45 - 49塵�3%

50 - 54塵�2%

䇗룺

䥓⟻❀痤30 ⋖䓐∯⚍

01

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

�䐍⺐洇┪槡儗埡鐩刨╈Ⱚ⛼縖㛡✿舅鼨⪭╈┉ⶐ✿舅⺐䄬⪭埡佭于䄬16%劾㎧䄬5%

鼨♓냖꥓憡㛡ⶭ硝8%䫚┖✿⯞佭⺐╈䄬氳6%。 ⺁㛛◰僘5%佭㏇宿㛛氳Ⱚ⛼縖

50%

16%

2% 2% 1% 1% 1% 1% 1%3%

8%

0% 0% 0% 0% 0%

5% 5%6%

㓹䄬⺐䄬

于䄬劾㎧䄬

于琉窱䄬㲐训窱

萕創窱⺐╈䄬

䏄ⴭ窱ꦴ冷窱

䤸窱㇚紶窱䄬

⺐䄬냖꥓䄬

㷚典窱菌袜窱

⺐典窱ꦗ㼗㏑ⶆ

宿㛛㏑ⶆ

㏑ⶆ

02

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

12%

9%

22%

5% 5% 5% 5% 4% 3% 3% 3% 2% 2% 1% 0% 0%

8% 8%

炙働艃乄ⴭ

ㄎⱉ ⚔ꝲ ⩬珢艃㳄䉁

⢹䉕揩굼䑐杼

䷹罭 り哆 于组 諠轱 熭㱄 ꮠ嗞 㲅䷹艃矀烖榟孨

敨糆 ꧆釲艃꧆䏆

塽⺒ 㵸鐁乄㱄

鷠Ⳃ 熭䤗 ䷓䈢⪞鼨ꝛ

3%

炙働艃乄ⴭⶭ15儗埡鐩刨╈僘⪔䡗憡ր炙働艃乄ⴭց걊㑔疒泘Ⱚ⛼縖;⪭埡憡ㄎⱉ⚔ꝲ⩬珢艃㳄䉁⢹䉕걊㑔

걊㑔䫑Apple Podcast⮈걊

03

Podcaster ╚⾹冺䗵䛙䃒

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

2020憡⺐想 Podcast ⩕䇗ⷊ➘Podcast䄖┘佭于㑔䛞㨧냉⛙⺐想㏇2020䇗䣉僘㛻ꄈⰪ⛼縖䤸⪌䄬㕙鋽縖╈僘68%㏇2020䇗䣉䫠꺙 䇖㏱䫠46儗埡鋽Ⱚ⛼縖♓䫠21舘50憡㛡40%◰僘飃鷪└䡗飃鷪51♓┕

淤㢶欐∡㧃2020㉹痤㉸⭅㞮◭46欐

꺙䲮侈ꝴ

1% 1% 1% 1% 4% 8%

68%

18%

2021䇗2020䇗2019䇗2018䇗2016䇗2012䇗2006䇗2000䇗

礶銷舘 2021䇗5僖13仼塛

ㄲ丨ꄈ䇖㏱4640%

32%

27%

1-20 21-50 51 up

04

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

65% 夷鶝催于鋽縖催于鵯䈲㛡♓夷鶝催于憡╚⪭埡憡ꣵ鶝20% 夷ꝏ䈲♓15舘60⮈ꖉ憡╚ⶭ85%䇖㏱夷36⮈ꖉ

摬笱䓐⾖痤㿞欐∁憾撊⇵】㩌

催于갓曎 䲮䷒ꝏ䈲䇖㏱36⮈ꖉ

2% 2% 1% 1%9%

65%

20%

夷㛿 夷鶝 ꣵ鶝 夷僖 夷⪔⠕僖䇖㏱�㛿 夷㰛

11%

25%

31% 28%

5%

15⮈ꖉ♓⪐ 16-30⮈ꖉ 31-45⮈ꖉ 46-60⮈ꖉ 61⮈ꖉ♓┕05

⺱侈祺揩䇖⺐盇⤕侈ꝴ

YouTube 25%

鼨蛾劲��17%

Clubhouse 12%

LINE紮磞炙紮�����7%

⪭☾炙紮私珇�����5%

⪭☾�����5%

于组私珇�����2%

♓┕氷扝�����4%

Instagram 83%

FB睗礸ꮻ炙㎯�74%┉㛿♓⪐�22%

硝3㛿�37%

┉鶝�26%

⪔鶝�12%

┉⠕僖�1%

飃鷪┉⠕僖�2%

鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

飃鷪85%盇⤕㵽亥┉鶝Ⱚ⛼縖㏇疒泘╈✺✺縡鐸氳矀䎷⪐㳋㛡㏇┉鶝⪐盇⤕㱮䡗⪭╈37%硝└㛿盇⤕⪭埡憡┉鶝 (26%)榘舘僘22%㏇┉㛿⪐㶩┕㕙ꍖ邯

睗礸亥IGFB祺揩泘⯦�Podcast 䇖⺐┾┘⮵亥缅浑◎Ⳃ䡝佭䬠岒䈲㍑긧㍕塞Ⱚ⛼縖僘83%㏇�Instagram僘䅳谝祺揩⿁擀74%㏇�FB 䳕僘碑礸ꮻ樧抇⪭╈▉ⴎ⻢⸊儗佭�IG/FB 私硟⺱侈⪵ꝧ�Podcast 氳敻媲

06

37% 偵⒋⇽⇾刁痤摈撊 IG痧FB 冺䗵箜冘

Podcast ㋧⡃厕╘䬪䃦⟂䆚想岀䓐

85% Ⱚ⛼縖䫚䊸⼔⺭⛼鋽縖╈⥪僘15%婯僘䫚䊸⼔⺭⛼⪭☾Ⱚ⛼縖齉僘䫑榫┘⺱䎬䌋氳䊸⼔⺭⛼�䲮䊸⼔榫䐂㛡⪭╈♓䲮䊸⼔㛡䫚┖✿佭䤽䣩澰30%㎠笸⿁擀榣⿁縡㷤ꝧ氳疒泘⪐㳋28%

Q.泘⯦䫠氳䊸⼔䎬䌋郀鹡N=131 鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

䫑榫氳䊸⼔䎬䌋⮍氨䤽䣩澰�30%

疒泘╚䧐☕䲮䊸⼔�59%

㎠笸⿁擀䡝榣⿁縡㷤ꝧ氳疒泘⪐㳋�28%

鋽ゖ鋽鐸㲙䢒�21%

疒泘⫦⺲�18%

憡⿁擀㲙䢒邯⛼㵬㸋⪐㳋�1PEDBTU�갓鷻�16%

⪭☾�15%

䡘┘䫚♴⛰䊸⼔⺭⛼�15%

85% 㞫⟏㋧⡃痤搊╟㘖⋘⟛㢶㧀㌐

07

�㲙䢒波䫚氪勇♓僚☮磇憡㲙䢒╚釒✿嶏⛼憡鲥䇗✿搸硟㨧냉艃寖鞞縖䫚銕㳢⮊氳�Podcast ╚釒䊸⼔㲙䢒✿嶏憡㲙䢒╚Ⳃ氪勇♓僚☮磇걦炑⿁擀祺揩縖舅骰䄖嫱⮽鵞鼨⮈䄬㕙氳Ⳃ䛞⺱侈Ⱚ⛼縖舅骰☕耝▉䡗憡揩䷅氳ꄆ釒✿嶏

Q.泘⯦㲙䢒✿嶏郀鹡N=112 鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

㲙䢒氪勇 僚☮磇 ♏杼り ╚Ⳃ䬠勇 Hosting珸㨧⺭

55% 51% 23% 21% 17%

⾡㘼䪛㱒Չ㬖⟃⊾兠⺒⟿⥀㹭

08

Q. 䇖㏱✿洇夷ㄲ暢䐂氳䊸⼔揩䷅僘㛡㵽?(ㄲ鹡n=112) 鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

㉸⭅㿞⦪欐䗵㤿3,362┶痤≑㘖⍁㧃5,000┶

夷ㄲ揩䷅3,000⩕♓┖⛯75%⪭埡憡3,001 - 5,000⩕僘15%。

3,001 - 5,000⩕15%

3,000⩕♓┖75%

鼨⮈Ⱚ⛼縖ㄲ⺎Ⱚ鵳◑蛓⩕♓┕揩䷅

09

Q. 鑃ゖ䖼㵴亥⪐㳋闭杯氳⢐㞒䈲?(郀鹡n=131) 鞴乣✿嶏㛿┖ꦉ鎿 X KKBOX X 典亡稘┕2021 缅祺忳㛻鐩刨Ⱚ⛼縖珸溿狔氪杯N=131

儔✿갾䙬ㇴ鍲氳♀鞞车憡䲮舅䄕ね䲮䷒䊸⼔ꮠ銻�81%

硿䣒韛�47%

丞糌⪌�34%

銬ꞥ�34%

艈鰾♀鞞㴨냉孨Ⳃ�24%

鰾杼頇擻♓頄䄐⧎�14%

⪭☾�2%

�ꪃ涃舅榺䈲냖氳闭杯亡䌋丞냉縡銨飃鷪⪛䡗Ⱚ⛼縖⢐㞒♓䲮䊸⼔闭杯81%⪭埡憡硿䣒韛47%鬴ꧏ釒碸䑐踅⺭氳糌⪌䊸⼔♓僘銬ꞥ㙪ⱱ氳闭杯亡䌋⺨⛯└䡗

Ⱚ⛼縖⪵㎯頇╚⥪僘14%鋽Ⱚ⛼縖辑炑⢐㞒鰾杼頇擻✿頄䄐⧎

╞㘖⟛㢶㋧⡃心䠘

10

Live Podcast 䬗樤䬪䃦

Q. 萵儔✿䇖⺐䫠Live Podcast(绮ꮠ波䲮 )僜ⳉ侈䖼⢐㞒♓⿵◚亡䌋✿Ⱚ鵳䷅沠郀鹡 N=131

Live Podcast 闭杯嘘䌋稘┕䣒韛�60%

䷅鞞頇鞙ꝛ烩鶡㕙��43%

銬ꞥ⯆�43%

䡘㵴�-JWF�1PEDBTU�绮ꮠ波䲮婯僘艅飰�14%

僿䏩�Live Podcast Ⱶ耈

Q. 鑃ゖ䖼儔✿㞞冽䘶釒艈鰾Live Podcast侈䖼働ꧏ釒㘍ⱶ⿵◚Ⱶ耈郀鹡n=113

ⵜꮠ四Ⱅ鮃䏴波䫚┕凡74%

稘┕纟㛿㲝�70%

鏥ꮠ◎Ⳃ�68%

⪭☾�5%

♓┕氷扝�4%

Live Podcast 憡波䲮䎬䌋氳疒泘鋽氳Ⱚ⛼縖╈僘飃鷪⪛䡗◑㵴塞䎬䌋僘艅飰┾䄹僸耈闭杯⪠䡗鋽縖䄹僸鵂鷪稘┕䣒韛闭杯⪭☾⯞⢐㞒┉㲋⧎劲氳ꝛ烩䡝佭銬ꞥ⯆

㵴갾䙬波䲮�Podcast 氳Ⱚ⛼縖✿鐁☾⠟僿䏩波䲮硎礶耈䬠❠ⵜꮠ四Ⱶ耈74%稘┕纟㛿㲝70%鏥ꮠ◎Ⳃ68%Ⱶ耈Ⲃ鲇鵯┕凡♓禵䧐㕙ꪫ氳掄礙艃缅浑僘荂㞒◎Ⳃ

Live Podcast ╞㘖⊈♦⍏吱㬪㎆心䠘

11

┉�갭免闭ⴭ鵯䈲䒎:飃鷪�65% Ⱚ⛼縖夷鶝催于┦盇⤕侈ꝴ湿Podcast 疒泘㛡╚갭㛡⮈浑䊸催于䒎㵴亥⿁擀祺揩縖✿鐁⺎䪭䭃鶝催갓曎♓湿㛿丨氳盇⤕艃嶥鵡⚀ⱁ注车ꊸ╚갭✿峮鍲閲갭氪ꀺ敻媲

◅�Ⱚ⛼縖㛡亥�Instagram �Facebook 艃缅浑◎Ⳃ榺亥泘⯦Podcast䇖⺐◎Ⳃ┘✞Ⱚ⛼縖㛡ꧏ釒♓⪭☾炙紮䇖⺐⛼憡艃缅浑◎Ⳃ氳䄄◰䡝私硟儗骰ⷊ佭 Podcaster 鵞嘚氳㨧냉◬ꎭ鷠榫䬠ꁼ ⿁擀祺揩縖┘⥪⛜㷀绮ꮠ祺忳⺱侈╏䫚炙紮䊸⼔氳鵿Ⳃ艃鴓騥♓鷾禎䷞

具弎嘶岀曺竫徨

12

└�♓㵷頇憡波䫚氳䤽䣩澰泘⯦⥪僘└䡗⺎䓙縓䊸⼔⺭⛼佭⻖ㄲ姳ꊸす┕氳环琔釤䏆 鋽Ⱚ⛼縖╈僘┉ⶐ䊸⼔✿嶏憡㲙䢒氪勇걦炑⿁擀祺揩縖╚Ⳃ┦鲇鵯䤸⪌于䄬㕙氳塠鐩 䐍Ⱚ⛼縖㍑긧╈▉氪杯┘♓㵷頇憡╚氳䊸⼔亡䌋麅僘䏭㛡牊걦炑⿁擀祺揩縖⺎♓ⱶ䍛鈶㴖缅祺忳波鷾☕䑐氳车ꊸ䫠䊸䷞冽ㇴ鍲㏇30⮈ꖉ⪐鵂鷪䷚◄艃鏩䟑㏑ꟹ鳯嶥鵡⿁擀錐姳⪭憡寖鞞縖䅸✿氳⧎⡬

㍌�Ⱚ⛼縖氳舅榺䑐䛞�⢐㞒䲮䣒韛䐍Ⱚ⛼縖⢐㞒氳䊸⼔闭杯嘘䌋✿洇泘⯦氷♓舅榺䈲鬴냖氳䎬䌋憡╚鷪亥碸䑐氳糌⪌䡝佭僘ꝏ僿邯⛼㙪ⱱ䑒ꯄ⺸缅浑⟋镜氳銬ꞥ⯆┾ꪞ꺙鹡㍕塞⿁擀祺揩縖⺎♓䓙碠㞞⛰⢢催憡嚂Ⳃ䓪氳车ꊸ䳪⛼魋Ⲃ╚釒氳车ꊸ瓁樋䤱䡝佭㏇⯦僿艃Ⱚ⛼縖岒䈲◎Ⳃ䣒鵳䌖缅浑┾槴┖鋘䞭氳糌⪌䊸⼔

13

2021 缅祺忳㛻鐩刨��Ⱚ⛼縖珸鐩 刨 侈 ꝴ2021䇗5僖5仼舘5僖13仼僘䷞嘚儗丨131♸嘚 儗 䥩 嘚环䙬䥩嘚㓵 车 ⮈ 䄄儗ゖⷑ榺�KKBOX 靷鞊氪䷒艃车ꊸ�典亡稘┕靷鞊ゖⷑ錄銷艃㕕⼔䲵㴵�

典亡䒎稘靷鞊鞴�乣㍑䷅䇖⺐艃丨䴆谊杼

延㯯㧀䃦廡㨘

14