By the end of December 2015, the user size of China's mobile music market reached and annual peak of RMB 282 millio
n, shown in the
Quarterly Monitoring Report on China's Mobile Music Market 2015 Q4 published by Analysys. The
Notice on Ordering Online Music Service Provider to Stop Unauthorized Music Transmission required online music service provider to unshelve music work without authorized transmission before July, 31st, the major platforms removed off pirated albums in succession, which resulted in a loss of numerous users. In July, the user size of reshuffled China's mobile music market decreased by 2.3% quarter on quarter. Authorized music policy provoked a fierce competition of copyright resources, the major platforms have expanded their own music library by copyright cooperation with record company, and reinforced the user experience of music APP, personalized function of product and commercial model innovation. In Q4, the mobile music market made a recovery under the authorized music layout, in October, the user size of China's mobile music increased 11.8% quarter on quarter. In China's mobile music market, influenced by two dominant actors of authorized music policy and copyright competition among vendors, mobile music user size shows a trend where the growth rate slows down in fluctuation.
Analysys predicts that the overall size of China's mobile music market will reach RMB 6.14 billion in 2015, a jump of 42.5% year on year. Constrained by less strong growth rate of mobile music users and pan-entertainment diversion of mobile users, the growth rate of market size of China's mobile music will slow down in 2016. The copyright competition among Internet giants leads the standardized development of industry, additionally, leads the innovation of music APP in product experience, personalized function, pan music product layout and commercial model. Looking ahead, the mobile music market will constantly benefit from new model and win a relatively high growing space. It is estimated that in 2017, the market size of China's mobile music will exceed 10 billion by reaching RMB 11.56 billion, a jump of 33.2% year on year; in 2018, the market size of China's mobile music will reach up to RMB 15.6 billion.
In 2015 Q4, QQ Music, Kugou Music and Kuwo Music ranked top three with a penetration rate of 40.0%, 32.4% and 23.3% respectively in China's mainstream music APP; the penetration rate of TTPod and Baidu Music are respectively 7.1% and 4.3%; Depending on respective platform advantage and product features, I music, Migu music, NetEase Cloud Music, Xiami Music and Duomi Music formed a siege situation to the top camp "KAT", including Kugou&Kuwo, Ali Music and QQ Music.
Notice on Ordering Online Music Service Provider to Stop Unauthorized Music Transmission issued by National Copyright Administration marked a start of special rectification action on online music copyright
. Competition of capital and traffic once became the main theme of mobile music platform, the one that lacks copyright is forced to withdraw the competition. Tencent family represented by QQ Music, Marine family by combination of Kuwo and Kugou, Ali family by TTPod and Xiami Music, NetEase Cloud Music and Baidu Music signed a copyright cooperation contract with music copyright owners. By authorized music resources advantage, QQ music, Kugou, and Kuwo won numerous users, the competition pattern of reshuffled China's mobile music market is becoming increasingly clear.
The penetration rate of mobile music has reached a high level in mobile Internet user group, so the growth rate of mobile music user slows down and rhe user size is difficult to obtain an explosive growth. In the opinion of Analysys, copyright resource contention can only influence the initial stage featured by giants inburst and intensive capital. The user resource contention among major music platforms will be more fierce in future. The core competitiveness led by user experience, personalized service and commercial model innovation is the key to attract users and increase the activeness of exist users.
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