New pattern of online music appears,Byte beat will launch music streaming“airplay ”

author:ZNDSreal-time info source: ZNDSreal-time info 2021-09-18 16:11 read(

  As one of the largest information technology companies in China,The field covers all aspects,Its products include short videos、News information、online retailers、Office enterprise software and other services。9month17day,Learned from multiple independent sources,Byte will continue to expand the field of music streaming media,A music streaming media product will be launched in China in the second half of this year,At present, the product has entered a key development stage,Product name tentative“airplay ”,The internal code of the project is“luna”,Tiktok team is currently responsible.。



  according to the understanding of,Byte beat plans to jointly promote the music business from both ends of music streaming media and copyright agent distribution,The former through the purchase of copyright、Linkage with jitter tiktok to support independent musicians to create differentiated music products,The latter becomes the manager and distributor of copyright,Enjoy the share of music agent distribution。

  This exploration of music is not the first attempt,As early as2019year,Byte has begun to explore the music business,Also launched a music streaming media project in China,However, due to copyright issues and unclear product positioning,It eventually led to the abortion of the project。nowadays,After the country cancels the exclusive copyright of the music platform,The major music giants can no longer continue“hegemony”,Music copyright is no longer restricted,Domestic music streaming media has ushered in a good opportunity for rapid development。

  Content development。In the post copyright era of domestic music streaming media,Major music platforms for development,What needs to be fought for may be independent musicians,Got them,It also grasps the user traffic。After announcing the waiver of exclusive copyright,Tencent music was first launched《Tencent musician billion yuan incentive plan4.0》,New signing mode of Tencent music“Self made record cooperation”Mode adoption“Invite song”form,Musicians can enjoy up to in the first year after signing a contract100%Divide。meanwhile,The plan also brings a comprehensive traffic incentive mechanism for musicians,Flow excitation improvement50%;Netease cloud music has also upgraded the musician support plan“Ladder program2020”,Increase the original incentive fund to more than1RMB100mn,Further increase the flow and income incentives。

  Terminal development。according toQuestMobiledata display,2021year6In June, China's mobile Internet users reached11.64Hundred million,User growth approaching bottleneck,The growth of mobile music client users is also slowing down,2020The year-on-year growth of mobile music clients in China was only6.5%,It is more difficult to obtain mobile users。meanwhile,stay5G、AIOTUnder the development of Technology,Smart TV、Intelligent speaker、Intelligent vehicle、Due to the rapid development of terminal industries such as smart headphones,Users on the terminal also have an increasing demand for music,Online music companies have also accelerated the expansion of applications in new music scenes。

  Take Tencent music as an example,Tencent music has increased its layout on other intelligent networking terminals in recent years;On the TV side,Tencent music is the largest TV application distributor in the United Nations、Dangbei of TV software service provider,Jointly launched dangbei cool dog music, a large screen music application,And the big screenKSong application——When beiku dog sings;On board terminal,Tencent music has been for Tesla、Benz、audi、bmw、public、Dozens of brand car companies such as Volvo have provided a large amount of audio content。end2021Second quarter of,Application of Tencent music on non mobile intelligent devicesIoT MAUThe scale has reached6900ten thousand,Year on year growth50%。



  Development of paying users。After several years of copyright competition in China's music streaming media market,Users' willingness to pay has greatly increased,Paying users of music platforms are growing rapidly。end2021Second quarter of,The number of paying users of Tencent music has reached6620ten thousand,Year on year growth40.6%,The payment rate is10.6%;The scale of paying users of Netease cloud music is2021Achieved in the first quarter of2429ten thousand,Year on year growth91.5%,Online music payment rate13.3%。The increase of paying users year by year also represents that the domestic music streaming media market is moving towards a positive cycle,The profitability of the industry is strengthening。

  With the release of the exclusive copyright of the platform,Music platforms are no longer limited to copyright content competition,Instead, it has risen to the competition in multiple dimensions such as platform diversification, service and content,The market has begun to enter a stage of rapid development。On this occasion,We plan to launch music streaming“airplay ”To enter the music streaming track,Perhaps with strong capital strength,And the intelligent algorithm recommendation and drainage of tiktok platform.,“airplay ”It may shake the domestic music streaming media market and form a double strong pattern with Tencent music and Netease cloud music。

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