閱聽眾對音樂串流平台服務內容現況與需求之分析研究

Abstract

隨著網路與行動裝置繁盛，音樂串流平台已成為今日音樂收聽主要管道。音樂串流平台業者為創造與留住用戶，即通過串流與各式技術，提供多元的服務內 容，使閱聽眾能享良好之音樂體驗。雖然過往研究針對個別面向之服務內容已有 些許討論，但少有研究綜觀整體音樂串流平台服務內容，並針對閱聽眾需求之觀 點加以討論。因此，本研究欲探討閱聽眾對音樂串流平台服務內容現況與需求。 根據文獻歸納出音樂串流平台「閱聽內容」與「閱聽形式」兩大服務面向，涵蓋 音樂類型、音樂資訊、聆聽播放、個人專屬、社交互動、擴充媒體六種服務內容。本研究首先採內容分析法，觀察 8 家音樂串流平台服務內容提供現況，另外 採網路問卷調查法，調查 1158 位閱聽眾對音樂串流平台服務內容之需求，最後， 進一步比對音樂串流平台服務內容提供現況與閱聽眾需求程度之差異。結果顯示， 音樂串流平台服務內容之閱聽內容與閱聽形式提供現況，分別以「音樂類型」與 「聆聽播放」服務提供比例最高；綜觀閱聽眾對音樂串流平台服務內容之閱聽內 容與閱聽形式兩面向需求，以「聆聽播放」、「音樂類型」、「個人專屬」服務的需 求程度排名最前；另外，不同「年齡」、「教育程度」、「音樂收聽頻率」、「音樂串 流平台使用情形」的閱聽眾，對音樂串流平台部分服務之需求，達顯著差異；最 後，整體音樂串流平台服務內容之閱聽內容及閱聽形式提供比例與閱聽眾需求程 度，大致相應。然，進一步探究閱聽形式一面向，其中四種服務類目各有項目存 在落差，整體「個人專屬」服務提供率與閱聽眾需求度也略顯差異。本研究彙整 音樂串流平台多種服務內容，以探討閱聽眾對其之需求，予相關從業者參考未來 發展，亦為後續研究迎來一初探。As the Internet and mobile devices boom, music streaming platforms have become the main access for music listening today. In order to create and retain audience, music streaming platforms provide a variety of service contents through streaming and various technologies, so that audience can have a nice music experience. Although there have been some studies individually focus on each aspect of services, few studies have taken a comprehensive view of the overall music streaming platforms services and discussed it from the viewpoint of audience needs even. Therefore, this study aims to investigate that the status of music streaming platforms services and audience needs. According to the literature, this study summarized two aspects of music streaming platforms services: “audiovisual contents” and “audiovisual modus”, including six types of service contents: music genre, music information, listening and playing, personal exclusivity, social interaction, and extension media.At first, this study used content analysis to observe the current status of services on 8 music streaming platforms, and then used Internet questionnaire to survey 1158 audience that they need for music streaming platforms services. The results showed that “music genre”, “listening and playing” are the most emphatic item of music streaming platforms services differentiated by audiovisual contents and audiovisual modus; “listening and playing”, “music genre”, and “personal exclusivity” are thehighest that audience needs for two aspects of services from audiovisual contents and audiovisual modus of music streaming platforms services; in addition, there are significant difference among audience needs of music streaming platforms services between “age”, “education levels”, “frequency of music listening”, “usage of music streaming platforms”; finally, the overall proportion of audiovisual contents and audiovisual modus of music streaming platforms services are approximately the same as the level of audience needs. However, further explore the audiovisual modus services of music streaming platforms, among four types of the services, there are disparity in each item, the proportion of “personal exclusivity” service is slightly different from the level of audience needs also. This study integrates various music streaming platforms service contents to explore audience needs, provide reference for relevant practitioners what future development also bring the preliminary exploration for follow-up research.