NetEase Cloud Music (NCM), one of China’s largest music platform, has announced today that it has officially reached 400 million users since its launch in 2013 and moving forward a strategic partnership with KKBox, Asia’s leading music streaming service.
With Tencent claiming to have a similar number of active users months ago, NetEase is really pushing forward to increase its share in the market and proving a strong contender to Tencent. Announcement to partner with KKBox is another huge milestone for NetEase in the hope that KKBox users would have access to more music, hence more app downloads.
In June this year, a QuestMobile research study showed that NetEase Cloud Music app’s year-on-year monthly active user growth rate was 44%, making it the fastest-growing music service among all of the music apps in China.
NCM’s base comprising high-quality users in China’s Tier 1 and Tier 2 cities, and skewed toward 15–35 year olds, represents some of the most engaged users on the internet currently.
According to NetEase beyond the standard metrics of streaming and downloading, NCM’s users are also one of the most active in generating playlists [more than 410 million playlists with daily rate of 620,000, and saved songs in playlists being shared at a daily rate of 5 million].
With its interactive factor – an in-built social network where users may provide comment – it sees more than 1.5 million generated comment on a daily basis from its 400 million users.
Mathew Daniel, NetEase’s International VP has also elaborated that “consumption of international music is more than 30% of all usage” with “increased listening in electronic/dance music, hip-hop, soundtracks and rock”.
Strategic Partnership with KKBOX
At the same time, NCM has extended its dominant role in Chinese music by announcing a strategic partnership with Asian music service KKBox to establish the world’s largest promotional platform for Chinese music. The alliance between NetEase and KKBox originates from a shared music vision as well as a joint pursuit of music objectives built on the common strengths of both parties’ platforms combined with product features. The collaboration will be helpful in identifying premier Chinese music and providing more diverse music content to users, which would create a ripple effect that paves the way for promoting artists across the global Chinese-speaking diaspora, and ultimately, establishing the largest promotional platform for Chinese music on a global scale.
“A music platform provides good customer service by enabling users to discover and share great music. Furthermore, it must serve musicians, effectively spreading and promoting their musical work and boosting their output of further outstanding work,” said Zhu Yiwen, CEO of NetEase Cloud Music.
The collaboration will include numerous areas, including promoting playlists, concert tours, short videos, and sponsoring original music. The online and offline interaction, facilitated by diversified dissemination tools, will build a sound platform-based ecosystem for promoting premier music by identifying the value of music, as well as attracting and amassing users.