2017 electronic music market and neteasecloud music … · 2017 electronic music market and...

NetEase Cloud Music Jessie Wang

2017 Electronic Music Market andNetEase Cloud Music EDM Development Report

2017 Development of ChineseElectronic Music Market

Steady Growth In Electronic Music Users In China

Source:iiMedia Research: 2016-2017 China Electronic Music Market Research Report

Scale and projected scale of electronic music users in China 2016–2020

Users (hundred mil.)

2016 2017E 2018E 2019E 2020E

5.04.54.03.53.02.52.01.51.00.50.0

1.97

2.86

50.0%45.0%40.0%35.0%30.0%25.0%20.0%15.0%10.0%5.0%0.0%

3.584.11

4.55

Electronic Music Is 2nd Most Preferred GenreAmong Music Users in China


Distribution of genres surveyed users in Chinalisten to daily in 2016–2017

Top 3 genres preferred by usersin 2016–2017

Pop

Electronic

Rock

Folk

Classical

Ethnic

Jazz

Metal

Country

R&B

Hip-hop

65.9%

39.7%

32.1%

25.6%

16.8%

15.0%

13.8%

12.4%

11.3%

7.9%

7.7%

Electronic28.5%

Pop54.4%

Rock26.2%

Electronic Music Festivals in China Skyrocketing in Number


No. and projected no. of electronic music festivals in China 2016–2018

No. of festivals

2016 2017E 2018E

160

140

120

100

80

60

40

20

0

32

86

200.0%

150.0%

100.0%

50.0%

0.0%

150+

Steady Increase in No. of Online Plays of Electronic Music


No. and projected no. of electronic music festivals in China 2016–2020

Online plays (bil.)

2016 2017E 2018E 2019E 2020E

163.05

226.08

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%

283.68

325.06

360.86400

300

200

100

0

Chinese Electronic Music Lovers Profile


2000-5000 RMB 26.9%

5000-10000 RMB 32.5%

10000-20000 RMB 28.7%

62.5% from 1st- or 2nd- tier cities

Note: “Electronic music lovers” is defined as any user who ranks electronic music among their top 3 preferred genres.

Female 43.2% 26-30 years 28.9%GENDER

20-25 years 24.4%Male 56.8%

AGE

MONTHLYSALARY

CITY

Chinese Electronic Music Lovers Profile

Student

Office worker

Freelancer

Business/service industry

Legal/education professional

Public servant

Mid to high level mgmt.

Unemployed

Other

29.7%

25.6%

14.9%

12.6%

5.8%

3.3%

2.2%

1.3%

4.6%

Job distribution of surveyed electronic music loversin China in 2016–2017

Level of education distribution of surveyedelectronic music lovers in China in 2016–2017

Undergraduate/vocationalcollege Highschool/vocationalhighschool

Master’s degreeorabove Middleschoolorbelow

Undergraduateor vocational college

70.7%High school

or vocational high school14.8%

Master’s degreeor above

7.7%

Middle school or below7.7%


Development of Online Music PlatformsConcerning Electronic Music


4.0

3.5

3.0

2.5

2.0

1.5

1.0

0.5

0.0

3.8 3.6

NetEaseCloudMusic

Kuwo Music QQ Music Kugou Music Xiami Music

3.33.2

3.0

2016–2017 Distribution of perceived professional quality of music apps w.r.t electronic music among surveyed electronic music listeners in China

Development of Online Music PlatformsConcerning Electronic Music


Note: TGI (Target Group Index) = (proportion of subgroup with certain characteristics within a target group / proportion of subgroup with these characteristics within the whole) * 100. TGI is indicative of how predominant the target group is within a given context.

122.2

103.7

101.6

92.5

86.2

83.5

NetEase Cloud Music

QQ Music

Kugou Music

Kuwo Music

Xiami Music

Migu Music

2016–2017 TGI of online music platforms among surveyed electronic music listeners in China

Development of Electronic Music on NetEase Cloud Music

Explosive Growth in Electronic Music Contenton NetEase Cloud Music

Growth trend of electronic music playlists on NECM 2016–2017

Source: NetEase Cloud Music internal statistics

2016/9/1 2017/9/1

SPLY growth128.1%

Total no. of playlists Growth trend

Play Count of Electronic Music on NECM More Than Doubled From Same Period Last Year

Yearly play count of electronic music tracks on NECM 2016–2017


Play count Growth trend

SPLY growth109.3%

Electronic Music Users on NECM Growing Rapidly,Is 2nd-largest Group Behind Pop Listeners

Number of users who listen to electronic music 2016–2017


SPLY growth147.0%

Play count Growth trend

Electronic Music Users on NECM Growing Rapidly,Is 2nd-largest Group Behind Pop Listeners


Distribution of NECM users who listen to non-pop genres 2016–2017

Electronic

Folk

Rock

OST

Hip-hop

Alternative/indie

R&B

ACG

Other

20.5%

19.1%

18.2%

16.6%

6.4%

5.8%

4.0%

3.0%

6.4%

Electronic Music Users on NECM Have Diverse Tastesin Electronic Music Types


House

Trap

Trance

Dub(step)

Tropical

Future Bass

Hard style

Techno

Drum & Bass

32%

29%

12%

8%

5%

5%

4%

4%

1%

Top 10 electronic music types favored by NetEase Cloud Music electronic music users

Over 50 World-famous DJs & Electronic Music LabelsOpened Account With NECM in 2016–2017

Tiesto Armin van Buuren Dimitri Vegas& Like Mike

R3HAB Alesso

Don Diablo KSHMR Steve Aoki Vicetone Bassjackers

DJs on NECM Are Highly Active,Have Over 1M Fan Interactions

NECM Offers Diverse Ways To Spread Music

Playlists

Comments

PersonalizedRecommendations

Columns

Stations Videos

Rankings

Statuses

NECM Offers Diverse Ways To Spread Music

NECM Electronic Music Users Love Platform Interaction

Average times accessing

comments per week

Average comments posted

per week

75

16.2

Richest electronic music content

Most active community

Most passionate electronic music users

Most diverse ways to spread music

Thank you!

2017 electronic music market and neteasecloud music … · 2017 electronic music market and...

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