1. The proportion of overlapping users of Yuedongquan and QQ Music, Kugou Music, Kuwo Music, and NetEase Cloud Music is as follows.
2. The number of monthly active users in the online music application industry has remained above 560 million. The demographic dividend of China Mobile’s Internet users has gradually disappeared, and the growth of users in the online music application industry has slowed down.
With the continuous improvement of the domestic online music copyright environment, differentiated copyright resources have gradually become the core competitiveness of major online music platforms. Integrating resources and improving copyright layout have become the key points of China's online music market in 2017. main development direction.
2. 80 million online music APP users will use multiple music APPs
Judging from the music library reserves of the current digital music market, Tencent Music Entertainment Group has a clear advantage. APPs include: QQ Music, Kugou Music, Kuwo Music, etc. For most users, the music library of a single online music APP can basically meet their audio-visual needs; however, because one music APP cannot include all copyrighted music, about 15% of users still use multiple music APPs. Based on the huge number of users in the online music APP industry, the scale of this part of multi-APP users is also considerable, about 80 million. With the integration of Tencent Music Entertainment Group, high-quality resources have shown a monopoly trend, and the industry structure of music APP has gradually taken shape.
3. User stickiness in the online music APP industry shows a stable development trend
Since 2017, except for the impact of the Spring Festival holiday in February, the number of users in the online music APP industry and the duration of use have slightly increased. has decreased, while remaining relatively stable in other months, with each user using it an average of more than 60 times per month, 220 minutes per month, and nearly 4 hours. It can be seen that the demand for “listening to music” among users in the online music APP industry has been basically stable, and user stickiness has also shown a trend of stable development.
4. The online music APP industry is mainly concentrated in users under 30 years old and have strong spending power
The gender distribution of users in China’s online music APP industry is relatively balanced, which is consistent with the overall mobile Internet users. The gender composition is basically the same, with slightly more women; the highest proportion is under 30 years old. The diversity of music enables it to meet the needs of users of different age groups. Younger users have a higher preference for online music.
Online music is less affected by factors such as hardware limitations and scene restrictions. It is a popular form of cultural entertainment. Therefore, users come from large, medium and small cities at all levels. Compared with the overall mobile Internet users, the number of first-tier cities is slightly lower. Second-tier cities are slightly higher. At the same time, this group of users has stronger online spending power.