【線上課程風雲錄】PressPlay：成人學習不只是進修，更是探索自己的人生

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post_header_wrapper feature_post"> <div class="post_content_wrapper"> <div class="post_content article feature-top"> <figure> <picture> <source srcset="https://bucket-image.inkmaginecms.com/version/mobile/cabinet/2023/01/1ab40307-fab5-438e-9f09-027f7fa2ea79.jpg" type="image/jpeg" media="(max-width: 749px)"> <img src="https://bucket-image.inkmaginecms.com/version/desktop/cabinet/2023/01/1ab40307-fab5-438e-9f09-027f7fa2ea79.jpg" alt="" title="" width="750" height="393" style="width: 100%;"> <figcaption class="wp-caption-text">Photo Credit：PressPlay 提供</figcaption> </picture> </figure> </div> </div> <div class="post_header js-post_header"> <a class="post_category badge badge-large" style="background-color: #999" href="https://www.inside.com.tw/category/interview">人物專訪</a> <h1 class="post_header_title js-auto_break_title">【線上課程風雲錄】PressPlay：成人學習不只是進修，更是探索自己的人生</h1> <div class="post_author_g"> <span class="post_author">  <a href="https://www.inside.com.tw/author/po-feng-lee" title="Posts by 李柏鋒" class="author url fn" rel="author">李柏鋒</a> </span> </div> <ul class="post_meta"> <li class="post_date"> <span>2023/01/18</span> </li> <li> <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/3325-%E7%B7%9A%E4%B8%8A%E8%AA%B2%E7%A8%8B">線上課程</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/3478-PressPlay">PressPlay</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/5989-%E9%9B%86%E8%B3%87">集資</a> 、 <a class="hero_slide_tag" href="https://www.inside.com.tw/tag/11706-%E6%95%99%E8%82%B2%E7%A7%91%E6%8A%80">教育科技</a> </li> </ul> <div class="Supported"> <h4>自製專題</h4> </div> <div class="post_introduction"> 說到 PPA 可能很多人覺得陌生，但如果說 PressPlay，那就有不少人很熟悉。PressPlay 旗下有兩大事業部，分別是經營知識內容事業的 PressPlay Academy（PPA）以及經營影響力品牌事業的 PressPlay Next（PPX）。 </div> <div class="post_toolbox post_toolbox-"> <div class="post_toolbox_action"> <a class="post_toolbox_item fb-share sharer" data-sharer="facebook" 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data-sharer="facebook" data-url="https://www.inside.com.tw/feature/online-courses/30488-PressPlay"><i class="fab fa-facebook-f"></i></a> <a class="post_toolbox_item twitter-share sharer" data-sharer="twitter" data-url="https://www.inside.com.tw/feature/online-courses/30488-PressPlay"><i class="fab fa-x-twitter"></i></a> <a class="post_toolbox_item line-share sharer" data-sharer="line" data-url="https://www.inside.com.tw/feature/online-courses/30488-PressPlay"><i class="fab fa-line"></i></a> </div> </div> <div id="article_content" data-article-id="30488" class=" post_content_wrapper post-content-section "> <section class="js-article-content-body"> <p>《謝哲青的記憶宮殿》、《世界冠軍歐式麵包課》，甚至是 18 禁的《中指通帶路｜不會日文也能風俗自由行》，這些不只引發熱列討論，也非常暢銷的線上課程，皆出自 PPA 這個學習平台。</p><p>說到 PPA，可能很多人覺得陌生，但如果說 PressPlay，那就有不少人很熟悉。其實目前 PressPlay 旗下有兩大事業部，分別是經營知識內容事業的 PressPlay Academy（PPA）以及經營影響力品牌事業的 PressPlay Next（PPX）。在 INSIDE 深入報導線上學習產業的過程中，我們專訪到 PressPlay 共同創辦人林鼎鈞（Dennis）與知識內容事業營運長陳廷鴻（Tim），希望可以更深入了解 PPA 的未來發展。</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-flux tmgad-new"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/in_a_p2","size":[[640,360],[640,480],[300,250],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["219661"],"page_key":["feature"],"page_name":["feature"],"author_key":["po-feng-lee"],"author_name":["\u674e\u67cf\u92d2"],"category_key":["trend","interview"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a"],"feature_key":["online-courses"],"feature_name":["\u7dda\u4e0a\u8ab2\u7a0b\u98a8\u96f2\u9304"],"tag_key":["3325","3478","5989","11706"],"tag_name":["\u7dda\u4e0a\u8ab2\u7a0b","PressPlay","\u96c6\u8cc7","\u6559\u80b2\u79d1\u6280"]},"name":"in_a_p2"}</script> </div> </div><h3>PressPlay 的兩次重大轉型：從集資、付費訂閱到學習平台</h3><p>專訪的一開始，我們先請 Dennis 以創辦人的身份，詳述 PressPlay 是如何發展到今天這樣的規模，Dennis 很清楚的描述了從創辦以來的兩次重大轉型。</p><p>PressPlay 其實一開始是做訂閱集資平台，解決過去 YouTuber 等創作者單純創作難以維生、接案業配又難專注在創作的問題。不過後來發現這樣的商業模式無法持續，包括 Youtube 即將開放會員付費訂閱功能，再加上退訂的情況明顯，以及這樣的模式下，營收天花板很低，每一位創作者的粉絲，只有千分之一或萬分之一會付費，因此很快就遇到瓶頸，整個事業很難繼續成長，最後決定轉型。</p><p>第二階段就轉型為付費訂閱，從阿滴、啾啾鞋、囧星人等 YouTuber 開始，在過程中也持續了解用戶的需求，不外乎是想多看看不同的內容、學習新知。Dennis 也說，這樣的模式比較像是傳統的雜誌，只要找對方向，有一群對該主題有興趣的人，訂閱方案就能啟動了。</p><p>但這樣的模式也讓 PressPlay 發現，許多專案一開始的退訂情況很明顯，調查後發現大多數用戶都說看不懂，因為訂閱的內容並不會一直講基礎的東西，甚至可能越講越深，造成一開始加入的用戶很難一下子就跟上。</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-general tmgad-new"> <script type="application/json">{"type":"general","slot":"\/21870649235\/in_a_p6_special","size":[[640,360],[640,480],[300,250],[320,480],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[320,480],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["219661"],"page_key":["feature"],"page_name":["feature"],"author_key":["po-feng-lee"],"author_name":["\u674e\u67cf\u92d2"],"category_key":["trend","interview"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a"],"feature_key":["online-courses"],"feature_name":["\u7dda\u4e0a\u8ab2\u7a0b\u98a8\u96f2\u9304"],"tag_key":["3325","3478","5989","11706"],"tag_name":["\u7dda\u4e0a\u8ab2\u7a0b","PressPlay","\u96c6\u8cc7","\u6559\u80b2\u79d1\u6280"]},"name":"in_a_p6_special"}</script> </div> </div><p>這也是為什麼後來 PressPlay 開始做線上課程，並在 2019 年轉型為線上學習平台，PPA 於是誕生，而服務創作者的經紀業務則成為 PPX，分屬兩大事業體，目前的營收剛好各佔一半。</p><p>Dennis 強調，探索自己是很重要的事情，PPA 不會使用「教育」這兩個字，感覺比較由上而下，PPA 提供的會是更碎片化的「學習」，即便只是兩個人簡單日常的對談，只要有所啟發，就已經是學習。所以 PPA 不會去定義學習只能發生在什麼特定形式、特定場域、特定對象，只要有收穫、有成長，就是學習。</p><p>這就是為什麼在 PPA 這個平台上，大家都可以去探索自己喜歡的內容，無論是付費訂閱或是影音課程，用適合自己的方式，去理解自己的人生。Dennis 以自己的人生經驗解釋，過去的教育體制，太少去問學習者要學習什麼，非常制式化，相對來說目前提供成人教育的內容就希望可以更多元化，讓學習者透過這些內容可以去探索自己。相對來說，學習者也要為自己負責，自己去學習，而不是被外在環境來定義自己的樣子。</p><h3>PressPlay 即將申請興櫃，未來發展規劃：跨境、聯盟、場景打造</h3><p>聊了 PPA 的過去與現在，那麼未來想往哪個方向走呢？Dennis 與 Tim 分享，最主要的方向會是跨境，未來希望可以往海外發展，目前的時機對 PPA 來說有兩大優勢，一個是在國際上 PPA 擁有相對精緻化的課程製作能力，要複製到其他市場應該有機會；另一個是過去其他市場有充沛的資金，PPA 很難競爭，但如今資本紅利不再，反而帶給 PPA 可以去拓展市場的機會。</p><div class="ad-content" style="min-height:294px"><div class="tmgad tmgad-type-flux tmgad-new"> <script type="application/json">{"type":"flux","slot":"\/21870649235\/in_a_p10","size":[[640,360],[640,480],[300,250],[1,1]],"mapping":[[[1210,0],[[640,360],[640,480],[1,1]]],[[0,0],[[300,250],[1,1]]]],"targeting":{"advertising":["0"],"cabinet":["219661"],"page_key":["feature"],"page_name":["feature"],"author_key":["po-feng-lee"],"author_name":["\u674e\u67cf\u92d2"],"category_key":["trend","interview"],"category_name":["\u8da8\u52e2","\u4eba\u7269\u5c08\u8a2a"],"feature_key":["online-courses"],"feature_name":["\u7dda\u4e0a\u8ab2\u7a0b\u98a8\u96f2\u9304"],"tag_key":["3325","3478","5989","11706"],"tag_name":["\u7dda\u4e0a\u8ab2\u7a0b","PressPlay","\u96c6\u8cc7","\u6559\u80b2\u79d1\u6280"]},"name":"in_a_p10"}</script> </div> </div><h3>跨境發展的雙保險策略</h3><p>對於跨境的規劃，初期會是以美國跟日本市場為主，不過 PPA 也理解每個市場的玩法與文化一定不同，因此會先以個別專案的方式進行，像是日本市場就先從羅蘭的課程開始，雖然是以日本的講師在台灣市場銷售線上課程，但是透過這樣的合作，也許能讓日本的其他講師看到發展的可能性，換句話說羅蘭這個專案就是一個支點，用意不在直接進入日本市場，而是互相理解並建立連結。</p><figure class="image"><picture><source srcset="https://bucket-image.inkmaginecms.com/version/mobile/cabinet/2023/01/bfb2030a-f13a-4adb-a6f3-0e6616838b00.jpg" type="image/jpeg" media="(max-width: 500px)"><img src="https://bucket-image.inkmaginecms.com/version/desktop/cabinet/2023/01/bfb2030a-f13a-4adb-a6f3-0e6616838b00.jpg" alt="" title="" width="750" height="1000"></picture><figcaption>PressPlay 共同創辦人林鼎鈞（Dennis）與日本知名男公關羅蘭</figcaption></figure><p>Tim 特別說明，台灣的文化輸出沒有那麼強勢，所以要直接把台灣的內容跨境銷售的難度不低，但是 PPA 所打造出來的學習機制，反倒是有可能跨境也還是適用，將來在海外產製的內容，要回過來輸入台灣，也很有機會的，畢竟台灣市場對外來內容的接受度很高。</p><p>所以這個「一魚多吃」的策略，就是製課模式的跨境如果成功，營收就能來自更多元的市場，再加上海外內容輸入台灣如果也能成功，讓台灣可以銷售的內容也更多元，對 PPA 未來的發展來說，等於是雙重的保險。</p><p>訪談中，也聊到了目前的線上課程市場，網紅可以因為巨大的影響力而開課，PressPlay 也成立了 Next Master 部門，讓簽了經紀約的網紅、創作者可以開課變現。反過來的話，專業講師有機會可以塑造成網紅，創造更大的影響力嗎？</p><p>Dennis 分享他的觀察，目前成功的線上課程，的確要同時具備專業和影響力。以中國過去很成功的補教業為例，其實教的東西就是相對簡單的中、小學課程內容，但為什麼會有名師？就是因為這些講師有很好的演繹能力，學生可以聽得懂。但是問題是同時具備兩者的人很少啊！怎麼辦呢？Dennis 也適時帶出了 PPA 目前正在發展的第二個策略：聯盟夥伴。</p><h3>為完整打造產業鏈，開放聯盟夥伴加入</h3><p>Dennis 舉例，PPA 在 2022 年有 10 堂賣超過千萬元的課程，其中有三堂是由「崴爺」創辦的梯梯文創一起合作實現的，梯梯文創就是 PPA 的聯盟夥伴，其中最關鍵的角色就是吳淡如。</p><p>Dennis 認為，吳淡如就是很好的演繹者，而且很有影響力，再加上一位專業的講師，課程就很受歡迎，目前看起來這樣的成功方程式是可以複製的。但是，PPA 和梯梯文創等聯盟夥伴，是怎麼開始合作的？</p><p>Dennis 仔細描述他心中理想的線上學習產業所應該具備的眾多角色，PPA 希望線上學習這個產業可以健全發展，就得要有分工機制，而不能只有 PPA 自己一個人玩。除了有平台方可以把人聚起來、將會員營運的工作做好，完整的產業鏈還要包括內容提供商（像是梯梯文創）、學習工具的供應商、強化學習體驗的助教提供、影像剪輯、募資行銷等角色，所以需要很多聯盟夥伴的合作。</p><p>聯盟夥伴的發展也分為兩個階段，第一階段為了吸引聯盟夥伴加入，PPA 提供資本、線上教育操作知識以及更多互動的機會，也因為生鮮時書、燒賣研究所這些夥伴是早期參與，分潤機制與第二階段在聯盟夥伴的機制成熟之後加入的會有所不同，目前也歡迎更多聯盟夥伴加入 PPA。</p><h3>打造多元學習場景</h3><p>最後，Tim 則分享 PPA 接下來也會有學習場景的打造，包括實體課程與活動，因此 PPA 角色定位會更接近是一家學習公司，而不只是線上學習。PPA 希望創造個人化的學習，在對的時間，把對的內容提供給對的人，所以不會只有線上課程，也要有實體課程，甚至會有 Podcast、文章、影片等等不同形式。</p><p>Tim 說明想要學習的人本來就不多，會一直買課的人更是極少，但是在打造出多元的場景之後，就有可能讓課程的需求因此而誕生，也能讓單一會員的 LTV（客戶終身價值）變得更長，這樣的市場也比較健康。</p><p>談到多元學習場景，國外已經有所謂的 Cohort-based learning（社群共學），PPA 也想要嘗試嗎？Dennis 點頭說：「不過要循序漸進，例如教英語的莎白就有學習營，可以讓學習者找到同好一起學習。」</p><p>Dennis 認為學習的社群化的確是目前的趨勢，不只是學習者和講師在互動，還有學習者與學習者之間如果有互動也很有助於學習，這樣的連結和互動其實是相當重要的，這也就意味著學習的過程中，應該要有助教、小老師、小組長等等角色的加入。</p><p>Tim 也補充，成人教育的核心就是每個人都要為自己的學習負責，以 PPA 的完課率來說大約 30%，而程式學習相關的平台因為有助教機制，完課率大約都在 50%，不過當 PPA 嘗試了莎白的學習營，完課率可以直接拉高到 60%，成效非常好，只是目前很難規模化。因為社群化的學習成本高出許多，又遇上資本紅利退去，所以要更仔細去規劃將來怎麼發展。</p><h3>結語</h3><p>在 2023 年初，不免談到對未來這一年的展望。Dennis 認為，2021 年如果說是教育科技的元年，2022 年資本紅利退去之後，教育科技的企業終究還是要回到商業的本質，想辦法開始賺錢。在這個部分，歐美等國家的知名平台財務上都有相當大的壓力，相較之下台灣的線上學習產業好上不少，但應該也會開始有一些整併出現。</p><h3>PressPlay Academy 相關數據</h3><p><strong>2022 年 PressPlay Academy 會員數據</strong><br>累計會員數超過 96 萬<br>年成長 22%<br>付費會員數超過 35 萬<br>每日活躍用戶近 3 萬</p><p><strong>2022 年 PressPlay Academy 課程數據</strong><br>課程累積總數：1200堂＋<br>課程銷量成長率達 107％、課程完課率約 27％<br>LTV 平均訂閱週期約 10 個月<br>平均課程購買數 1.4 堂課</p><p><strong>2022 年 PPA 平台上，九堂熱賣超過千萬課程</strong><br>【世界冠軍歐式麵包課】：課程營收超過 1,100 萬元<br>【謝哲青的記憶宮殿】：課程營收超過 5,600 萬元<br>【解開全身痠痛 X 終生受用】：課程營收超過 2,400 萬元<br>【聰明買房的地產秘密課】：課程營收超過 1,600 萬元<br>【BTB電商結構學】：課程營收超過 1,300 萬元<br>【陳重銘 X 吳淡如｜培養富腦袋的理財必修課】：課程營收超過 3,000 萬元<br>【張怡筠 X 吳淡如｜情商力必修課】：課程營收超過 1,700 萬元<br>【陳重銘 X 吳淡如｜存股養你一輩子】：課程營收超過 3,300 萬元<br>【全方位財經投資策略｜實戰大師班】：課程營收超過 1,300 萬元</p><p>核稿編輯：Chris</p> </section> <div class="nextpost"> <div class="standard-container red-bg"> <h3>特別報導下則文章：</h3> <h1> <a href="https://www.inside.com.tw/feature/online-courses/30464-Online-Courses-2023">【線上課程風雲錄】超乎想像的大餅：你知道台灣線上學習內容一年產值有 510 億嗎？</a> </h1> </div> <div class="standard-container"> <h1>線上課程風雲錄</h1> <p>根據調查台灣 2022 光「數位化學習」（內容端）一年產值就高達 510.6 億元，跟許多數位轉型一樣，疫情是線上教育蓬勃發展的主因。</p> <a class="btn btn-primary" href="https://www.inside.com.tw/feature/online-courses">看完整特別報導</a> <a class="btn btn-outline" href="https://www.inside.com.tw/features">其他特別報導</a> </div> </div> </div> </div> </div> </div> </article> </div> <footer> <div class="footer"> <div class="footer_top"> <div class="container"> <div class="footer_post_list_group"> <div class="footer_post_list"> <a class="footer_post_list_title badge badge-large" style="background-color: #1cafd7" 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