What is the future development trend of online music creativity and planning?

Industry-related companies: Tencent Music (TME), NetEase Cloud Music, etc.

The core data of this article: online music user usage, online music user scale, online music user monthly consumption amount, The scale of online music paying users and the penetration rate of paying users, the scale of online music copyright operating income, and the scale of the online music market

The stay-at-home model of the epidemic promotes increased user stickiness

Online music can make users more accessible A wider range of musicians and artists, explore new music and music-derived content, and communicate and interact with other music lovers. Therefore, in recent years, more music fans have been attracted to use online music.

The epidemic broke out in 2020, the stay-at-home model was launched at the beginning of the year, and the stickiness of domestic online music users increased. Before the epidemic, the average number of online music users in my country started 3.6 times per day, and the average number of days between uses was 4.2 days. After the epidemic, the average number of daily activations of online music users in my country increased to 5.8 times, and the average number of days between uses dropped to 2.1 days.

As of the end of 2020, the number of online music users in my country has reached 658 million, and the number of mobile music users is 657 million.

Online copyright continues to be standardized, and users’ willingness to pay increases

As my country continues to promote the standardization of domestic music copyright, my country’s online music platforms actively support original music, and the domestic music copyright ecological construction is increasingly improved. The willingness to pay of online music users is also constantly increasing. The monthly consumption amount of Chinese online music users increased from 8.5 yuan in 2017 to 9.5 yuan in 2020.

In addition to the increase in consumption amount, the scale of online music paying users in the entire market is also growing, and the penetration rate of online music paying users has steadily increased. In 2016, the number of paying users of online music in my country was 20.17 million, and the payment penetration rate of online music was only 4%; in 2020, the number of paying users of online music in my country was 71.92 million, and the payment penetration rate of online music reached 10.9%.

The scale of online music copyright operating income continues to grow

For this reason, the scale of my country's online music copyright operating income has also increased from 340 million yuan in 2016 to 3.04 billion yuan in 2020 , the proportion of online music copyright operating revenue has also increased from 2.4% in 2016 to 9.1% in 2020.

The size of my country's overall online music market has also continued to grow in recent years. In 2020, the size of my country's online music market exceeded 30 billion yuan, and the compound annual growth rate of the market size from 2016 to 2020 reached 23.6%.

——The above data refers to the "China Mobile Music Industry Market Forecast and Investment Planning Analysis Report" by the Qianzhan Industry Research Institute