[영어 주간지 스터디] 2.2 The buzz around AirPods

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Audible content is likewise undergoing a mini-revolution. For the third year in a row, revenues from recorded music in America grew by double digits in 2018, largely thanks to subscriptions to Spotify, Apple Music and the like. Podcasts have grown both more numerous and more compelling. This year Spotify has set out to rule the roost in this medium, which Apple first streamed via iTunes in the mid-2000s. The Swedish firm acquired Gimlet, Anchor and Parcast, three firms that serve different aspects of the podcast market; it now hosts a staggering 500,000 podcasts; hours spent listening to them grew by 39% year-on-year in the third quarter. In October it boasted that the conversion of podcast listeners to paying subscribers is "almost too good to be true".

 

. 나: 올해는 스포티파이가 팟캐스트에 군림할 세팅을 마쳤다. 한 편 애플은 2000년대 중반 아이튠즈로 처음 팟캐스트 스트리밍을 시작한 이래로 지금까지 이어오고 있다.

 

작가: rull the roost라는 표현 기억, = be dominant, reign

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The battleground stretches beyond earbuds to the car radio. On December 12th the Wall Street Journal reported that Siriusxm, a satellite-radio arm of Liberty Media, had sought clearance from the Department of Justice to raise its stake in iHeartMedia, America's largest radio broadcaster and a big podcasting platform.

The aim would be to compete more effectively against Spotify and other audio-streaming services both for subscribers and advertising revenues. Previously Mr Maffei has talked excitedly about podcasting.

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단락8

The proliferation(확산, 급증) of digital-streaming devices has spawned the growth of other listening formats.

나: 디지털 스트리밍 기기의 확산은 다른 형식의 청취 서비스의 성장을 야기했다.

 

작가: 해당 문장은 구 - has spawned - 구의 형태이다. 그리고 내용상 언뜻 원인-결과의 형태로도 보인다. 그렇다면 has spawned는 동사이면서 접속사(=연결사)의 역할도 어느정도 하고 있다. 여기까지는 내가 어느정도 파악한 내용 그러나 작가는 더 나아가 의미론적인 파악을 하라고한다. 그래서 그 뜻을 보면 이게 정말로 인과관계, 시간적 선 후인가?를 따져봐야한다고 하는데 갓직히 모르겠다. 이걸 어떻게 압니까 선상님

 

->디지털 스트리밍 서비스를 수용할 수 있는 장비가 급증했고, 팟캐스팅 이외의 다른 청취 포맷도 증가했다.

두 구의 관계가 불분명하기에 has spawned의 의미를 없애버렸다. 이제 그만 알아보자

 

This year, for the firsttime, the Audio Publishers Association, an industry group, reported that half of Americans listened to an audiobook, a trend it said was boosted by popularity of digital streaming a device, as well as podcasts. Audible, owned by Amazon, is the market leader. Malcolm Gladwell, an American author and podcaster, has turned the audio version of his latest book "Talking to Strangers", into what seems like a supersized podcast, with his own narration, actors and music. Romantics see it as a return to the oral tradition.

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Though small, some of this spoken word has better economics than the sung variety. As Ben Thompson of Stratechery, a tech newsletter, has pointed out, the more music Spotify's customers download, the more its costs rise because of payments to record labels. Podcasts are different. Spotify has more bargaining power over myriad individual podcasters jostling to reach its 248m-odd users than it does over record labels. It also buys its exclusive podcasts at a fixed cost. The problem is advertising. Ad revenues are paltry. In America terrestrial radio still accounts for 82% of an audio ad market valued at more than $17bn. 

Siriusxm and Spotify have just a sliver of the pie.

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단락10

A back door to the brain

Apple has the clout to make the industry more profita-ble. It could use its strong position with AirPods, Apple Music, podcasts and Siri to create a swirl of audio content around the iPhone an ecosystem in the jargon-tend take the lion's share of advertising. For the time being, though, it appears to be more focused on creat-

46 ing video content, in its battle for eyeballs with Netflix. That is lucky for Spotify. It gives it a bigger opening in the audio market. It is good for listeners, too. The last thing anyone wants is a Big Tech behemoth controlling the next best thing to a brain implant.

 

나: 상당히 난해해서 해석을 못했다.

 

작가: 거대 기술 기업 하나가 뇌 임플란트에 버금가는 차선을 장악해 통제하는 상황은 누구도 원하지 않을 것이기 때문이다.(앞 문장에서 현재의 경쟁이 좋다고함)

 

the last thing anyone wants = 누구라도 마지막에 원하는 것 = 누구나 원하지 않는 것

next best thing = 차선책

 

© The Economist Newspaper Limited, London (Dec 18th 2019)

 

....너무 어려웡