2021 year inventory | Online music "a super one strong" pattern is stable, copyright anti-monopoly reshaping the market, platform guard

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2021 year inventory | Online music "a super one strong" pattern is stable, copyright anti-monopoly reshaping the market, platform guard

2022-01-28 12:07:19 32 ℃

Writing / Fetten

Editor / Liu Minjuan

Producer / Yang Hui

In 2021, the online music industry can be described as highly attractive attention, three hot events run throughout the year. In February, shrimp music announced the shuttlecock; in July, the national anti-monopoly heavy hammer smashed to Tencent music, requiring it to unused the exclusive copyright; December, Netease cloud music went to Hong Kong.

Since then, the online music industry is getting stunned in the "one super strong" pattern headed by Tencent Music, Netease Cloud Music. Market people believe that whether it is the admission of other Internet giants, or shrimp music "resurrection", it is only in the existing market pattern, bringing more intense competition to the industry.

"With the maximum elbow of the contents of the music industry disappears, the platforms will undoubtedly become an inevitable direction in terms of differentiation or will become less and smaller. In the future, all platforms will usher in rapid development, or More to explore new business lines, will become the biggest point. "Said the market.

Music copyright anti-monopoly remodeling online music market

As the domestic anti-monopoly waves have become more intensified, anti-monopoly heavy hammers have also tied to the online music industry. In July 201, the State Market Supervision Branch ordered Tencent to cancel the exclusive copyright of online music and made a penalty for 500,000 yuan.

It is understood that Tencent music contains QQ music, cool dog music, cool my music, and the national K song four products, because of its back to the Internet giant Tencent, the user has always used the way to buy music copyright.

Before listed, Tencent Music's copyright music library accounts for 90% of China's total music library, and it has also set up the exclusive agency rights of high-quality music copyright resources such as Global, Warner, Sony. .

With the product matrix, exclusive music copyright and other advantages, Tencent music quickly became a leading lead and successfully listed. Data show that Tencent's market share has a maximum of 80%.

The State Market Supervision State Administration believes that Tencent may have the ability to prompted the upstream copyright party to reach more exclusive copyright agreements, or ask for a transaction condition for competitors, or have the ability to pay high-payment and other copyright payment patterns Improve the market entry barriers, there may be or may have exclusions on the relevant market, limit the competitive effect.

According to the "Anti-Monopoly Law", the "Interim Provisions on the Centralized Review of the Operator", the State Market Supervision Bureau made administrative punishment decisions according to law, ordered Tencent and related companies to remove exclusive music copyright within 30 days, stop high prepaid gold and other copyright costs Payment method, no justifiable reasons must require the upstream copyright party to resume market competition states such as competitors.

The anti-monopoly penalties of the Market Supervision Administration, which means the end of Tencent Music Exclusive Copyright Age.

In the view of the industry, the online music industry will intensify afterwards. Tencent music originally rely on the strong traffic discs formed by copyright advantages, which requires a lot of effort to maintain. NetEase cloud music, shake, the tiger of the quick hand, makes Tencent music need to add a "buy" marketing expenditure.

"The end of Tencent Music Exclusive Copyright Age, for the industry is a good thing, the platform and industry double reduction, let the domestic music industry cross the development bottleneck, step into the new development stage." An analyst who did not want to be famous.

Shrimp Music is shut down, NetEase cloud music is listed, "a super one strong" pattern is getting stunned

As shrimp music officially shut down in February 2021, the domestic head online music platform only Yuantong music and Netease cloud music. In the face of the "Jin Enemy", "Jin Enem", Tencent Music, Netease Cloud Music also puts the listing plan.

In May 201, NetEase issued an announcement, it is proposed to split Cloud Village (Netease Cloud Body) is listed independently of the main board of the Hong Kong Stock Exchange; in August, Netease Cloud's listing process presses the pause key for market environmental factors such as national antitrust. Until December, it officially launched the Hong Kong Stock Exchange with the 20105 HK $ 205 / share.

Since then, the online music industry "a super strong" pattern is getting stunned. But whether it is performance performance or user size, Netease cloud music is far from Tencent's music.

According to the prospectus of NetEase, 2018-12020, its revenue is 1.1 billion yuan, 2.3 billion yuan and 4.9 billion yuan; net losses are 2 billion yuan, 2 billion yuan and 3 billion yuan. Within three years, NetEase cloud camp received 8.3 billion yuan, lost 7 billion yuan.

In contrast to Tencent's music, the revenue of Tencent music is 19 billion yuan, 25.43 billion yuan, 29.15 billion yuan; net profit is 1.83 billion, 3.98 billion, 4.155 billion. Within three years, Tencent's music camp has exceeded 73.5 billion yuan, net profit near 10 billion yuan.

In the number of users, as of the third quarter of 2021, Tencent Music Mobile MAU (number of monthly active users) was 636 million, while NetEase cloud music was only 184 million, and there were one-third of the former.

However, although Netease cloud music is in disadvantage in performance, users are in disadvantage, but it is more advantageous in original music and community operations.

As of the first half of 2021, NetEase Yuncus settled in the independent musicians in the number of more than 300,000. The first industry was first; the day of listening to the songs listening to songs 76.9 minutes, higher than the 70 minutes of the same period for Tencent music.

Market people believe that with NetEase cloud music successfully listed, it will also make the online music industry "a super-strong" market pattern is very likely to continue in the future. Whether it is the entry of other Internet giants, or shrimp music "resurrection", it is only a more intense competition to the industry under the existing market pattern. The post-copyright era: Music platform is easy to defend

"For the online music industry, the elimination of exclusive copyright does not mean that many obstacles around the music copyright can instantly solve, and the copyright gap between the platforms is still needed." People said.

The reason for this is that the previous platforms are increasing copyright content, in addition to the power of the copyright party, it will often have the corresponding focus on the strategy of purchasing copyright, to ensure the characteristics of the platform and the difference in content. change. And the platform has money and can't buy music copyright, and it is not very pleasant.

The music copyright expert said that the reporter said that the future online music platform has different experiences in the design of the product itself, and the external content is no different from the user. Only in-depth go upstream, create self-made content to stand out. . The most direct method is to sign a separate musician + self-built company.

In this regard, it is exactly the layout of Netease cloud music, including NetEase CEO Ding Lei, a number of company executives, have repeatedly emphasized its importance. In recent years, NetEase cloud has continued to increase its original content by cultivating the original musicians, signing the exclusive musicians.

In the previous financial report, Tencent's music also focused on the expansion of self-control, creating and introducing music content, including strengthening cooperation with musicians, music industry, and music factories, and introducing multi-plowing vertical music. Quality music content, etc.

In addition to competition among the various platforms in the industry, the external impact cannot be ignored. Short video platform shake, fast hand tiger vision test water music player, Himalaya, Litchi and other audio platforms also join users to compete, which makes the entire online music industry face many challenges.

At the same time, the online music industry has seen the top, no longer in the large-scale growth phase of the user, enter the stock competition era, each platform needs to stimulate the user payment and retained.

"With the maximum elbow of the contents of the music industry disappears, the platforms will undoubtedly become an inevitable direction in terms of differentiation or will become less and smaller. In the future, all platforms will usher in rapid development, or More to explore new business lines, will become the biggest point. "The aforementioned market said.