2020年,在疫情大环境,以及各种利好政策与新技术的助推下,网络音乐产业蓬勃发展,在用户接触率下滑的同时,用户规模仍在继续增长。网络音乐用户仍然呈现以中青年为主的高品质特点,男性占比实现反超,收入进一步增长;国语歌曲仍然具有较强的竞争优势,流行音乐与经典音乐是收听的主力,海外音乐受到青少年用户的青睐;大家对歌曲本身的关注度更甚于歌手,收听频次更高,付费音乐收听比例超过五成,付费模式深入人心;大家更多从音乐App、抖音、音乐广播电台中找/听新歌,抖音成为网络音乐的重要收听与宣发渠道。与此同时,网络音乐平台也不断通过新业务打破流量天花板,巩固并拓展用户规模,市场竞争进入全新局面。
<<In 2020,under the impact of the epidemic environment,with the assistance of various favorable policies and new technologies,the online music industry has flourished. While the user contact rate is declining,the user scale continues to grow. Still,online music users are mainly young and middle-aged. The proportion of males has exceeded the proportion of female users,and their income has further increased. Mandarin songs still have a strong competitive advantage. Popular music and classic music are the main sources of listening,and overseas music is favored by juvenile users. Everyone pays more attention to the song itself than the singer,and the frequency of listening is higher. The proportion of paid music listening exceeds 50%. The paid model is deeply rooted in the hearts of the people. More and more people are looking for/listening to new songs from music apps like Tik Tok and music radio stations. Tik Tok has become an important channel for listening and disseminating online music. At the same time,online music platforms continue to break the record of traffic through new services,consolidating and expanding the scale of users. The market competition has entered a new situation.
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