Tencent Music and NetEase Cloud Music each added extra paying music customers than Spotify in Q1

Some attention-grabbing information out of China: Each of the area’s largest music streaming suppliers, Tencent Music Leisure (TME) and NetEase Cloud Music (NCM) noticed important progress in paying on-line music customers within the first three months of 2022.

That’s ‘paying on-line music customers’ reasonably than ‘subscribers’ as a result of this specifically-worded metric – significantly related to TME – is adopted by each corporations of their financials.

  • TME – proprietor of QQ Music, Kugou Music, and Kuwo Music – gives music streaming subscriptions along with paid-for downloads;
  • NCM, in the meantime, gives two tiers of paid streaming subscription: (i) A typical tier at 8 RMB (approx USD $1.26) monthly, which has restricted offline ‘downloads’; and (ii) A ‘Vinyl VIP’ tier, at RMB 18 ($2.84) monthly. This truly has nothing to do with vinyl (!) however gives ‘vinyl-quality’ streaming music and limitless offline ‘downloads’.

Based on newly-issued monetary outcomes analyzed by MBW, Tencent Music added 4.0 million paying music customers quarter-on-quarter in Q1 2022, and added 19.3 million compared to the prior-year quarter.

TME’s official ‘paying on-line music’ user-base now stands at 80.2 million prospects.

NetEase Cloud Music, in the meantime, added a formidable 7.8 million paying on-line music customers to its platform quarter-on-quarter in Q1 2022, and 12.4 million compared to the prior-year quarter.

NCM’s official ‘paying on-line music’ user-base now stands at 36.7 million prospects.

The place these figures grow to be significantly intriguing is once we evaluate them to Spotify‘s efficiency in the identical time interval (Q1 2022).

Spotify, keep in mind, owns a minority stake in TME, and TME – along side Tencent Holdings – owns a minority stake in Spotify.

Spotify additionally doesn’t function as a service in China.


As MBW has beforehand reported, Spotify net-added 2 million paying prospects to its service in Q1 2022, though this determine was suppressed by the truth that SPOT reduce off billing from 1.5 million subscribers in Russia throughout the quarter.

Nonetheless, that consequence signifies that each Tencent Music and NetEase Cloud Music added extra paying on-line music customers in Q1 2022 (+4 million and +7.8 million, respectively) than Spotify (+2 million).

(See beneath graph. As a result of NetEase Cloud Music solely floated on the Hong Kong inventory change in This fall final yr, not all related figures at NCM can be found for every quarter referenced.)

As issues stood on the finish of March 2022, Tencent Music and NetEase Cloud Music collectively counted 116.9 million paying on-line music prospects in China alone.

Spotify, in the meantime, counted 182 million Premium subscribers exterior of China, with an estimated 68% of those subs positioned in both North America or Europe.

The quantity being paid by SPOT’s ‘on-line music customers’ versus its rivals in China, nonetheless, is a reasonably much less shut contest.

  • Based on Spotify’s Q1 2022 outcomes, its Premium subs enterprise generated €2.379 billion (USD $2.67bn) within the quarter, up 23% YoY;
  • Spotify’s the common paying Premium buyer (ARPU) on this quarter shelled out €4.38 (USD $4.91) monthly;
  • Based on Tencent Music’s newest outcomes, its ‘on-line music providers’ income fell 4.8% YoY in Q1, to USD $413 million. Inside that determine, some USD $314 million got here direct from streaming subscriptions, up 17.8% YoY;
  • Tencent Music’s Common Income Per Paying Music Person (ARPPMU) monthly within the quarter was RMB 8.3 (roughly USD $1.31);
  • Based on NetEase Cloud Music’s newest outcomes, its ‘on-line music providers’ generated RMB 884.8 million (USD $140m) in Q1, up 16.5% YoY. Inside that determine, RMB 710.2 million (USD $112m) got here from music streaming subscription particularly;
  • The typical NetEase Cloud Music streaming subscriber paid RMB 6.4 (USD $1.01) month-to-month in Q1, says NetEase.

Another attention-grabbing nugget from NetEase Cloud Music’s Q1 outcomes announcement: The agency advised its buyers that by way of its latest file label licensing offers, “[We] are happy to see beneficial trade developments with extra affordable copyright charges and value constructions, which offer us with the flexibleness to optimise our investments in content material utilizing a extra disciplined strategy.”

Under, we dig deeper into each Tencent Music’s Q1 outcomes (introduced final week) and NetEase’s Q1 outcomes (introduced right now, Could 24).

Tencent Music Leisure

Tencent Music Leisure noticed its quarterly revenues sink 15.1% YoY to RMB 6.64bn (USD $1.05bn) within the first quarter of 2022.

Nonetheless, there was higher information for the music enterprise right here than that share drop may initially recommend.

TME is cut up into two divisions: ‘on-line music providers’ (QQ Music, Kugou and Kuwo) plus ‘social leisure providers’ (primarily protecting live-streaming and on-line karaoke).

In Q1 2022, TME’s ‘social leisure providers’ noticed a 20.6% YoY drop in revenues to RMB 4.03 billion (USD $635m).

As talked about, the corporate’s ‘on-line music providers’ division noticed a softer decline, down 4.8% YoY to RMB 2.62bn ($413m).

Tencent Music’s key Q1 metrics

TME’s whole month-to-month lively consumer (MAU) depend for its three music streaming providers stood at 604 million on the finish of March 2022.

That was truly an even bigger viewers than Spotify’s whole international MAUs (422m) on the identical level – however Tencent’s MAU determine (see above) was down by 1.8% YoY.

A part of the explanation for that dip was TME’s strategic deal with up-selling its current customers into paid music subscription. (TME’s paid music subscription revenues grew 17.8% YoY to $314m within the quarter.)

Music subscription revenues ($314m) made up 76.0% of TME’s whole on-line music revenues ($413m) in Q1 2022.

That share determine was up on the equal quantity (61.4%) in the identical quarter of 2021.

NetEase Cloud Music

NetEase Cloud Music’s income elevated by 38.6% YoY in Q1 2022, to RMB 2.1 billion (approx USD $331m).

Like TME, NCM additionally runs two separate enterprise divisions: ‘on-line music providers’ and ‘social leisure providers’.

  • Income from on-line music providers elevated by 16.5% YoY to RMB 884.8 million (USD $140m) for the three months ended March 2022. NCM mentioned this progress was “primarily because of the important progress in revenues from gross sales of membership subscriptions”;
  • NCM’s income from gross sales of music streaming subscriptions elevated to RMB 710.2 million (USD $112m) in Q1 2022, up from from RMB 514.4 million within the prior-year quarter;
  • That was a direct results of NCM’s month-to-month paying customers of on-line music providers increasing from 24.3 million in Q1 2021 to 36.7 million in Q1 2022.

NCM’s ‘social leisure providers’ (and different) income elevated 61.6% YoY to RMB 731.7 million (USD $115m) within the quarter.

Total month-to-month lively customers (MAUs) of NCM’s on-line music providers stood at 181.7 million in Q1 2022, down barely from 183.1 million within the prior yr quarter.

That meant that NCM’s paying on-line music customers (36.7m) accounted for 20.2% of all of its on-line music MAUs within the quarter.

That share determine elevated from 13.4% within the equal quarter of 2021.

NetEase Cloud Music advised buyers that its outcomes had been lifted in Q1 by the efficiency of its UGC (user-generated content material) endeavours within the quarter.

The agency mentioned in a media launch: “Within the first quarter of 2022, we continued fostering our music-oriented neighborhood and UGC ecosystem by fixed product enchancment throughout a number of content material codecs.

“In the meantime, we continued growing a number of assistant instruments to facilitate additional UGC creation on our platform, which can even improve our vibrant UGC-oriented neighborhood and customers’ engagement.

“Our UGC ecosystem is unparalleled available in the market, aided by our robust and supportive neighborhood tradition. By the tip of the primary quarter of 2022, we had accrued 3.25 billion UGC playlists on our platform.”

Tencent Music and NetEase Cloud Music: Working direct with unbiased artists

Resulting from comparatively latest regulation within the Chinese language market, one in every of Tencent Music’s earlier benefits within the territory – unique sub-licensing of main file firm content material to NetEase – is now not permitted.

Because of this, each TME and NetEase Cloud Music are in a race to enroll unbiased artists to their respective suites of instruments and content material.

In its Q1 announcement final week, TME referenced its personal indie-artist platform  – Tencent Musician Platform – which it mentioned had paid out over RMB 200 million to musicians throughout the earlier 12 months.

“By the tip of March 2022, we had been serving greater than 450,000 registered unbiased artists on our platform, representing an roughly 70% year-over-year progress.”

NetEase Cloud Music

As well as, it mentioned the Tencent Musician Platform noticed greater than 100,000 creators becoming a member of its ranks in Q1 2022. These creators profit from perks together with a brand new on-line music manufacturing service that entails “greater than 50 well-known trade professionals”.

In the meantime, NetEase Cloud Music’s equal program now has over 450,000 artists signed up.

NCM mentioned in its Q1 2022 fiscal announcement: “Along with music labels, we’ve grow to be a pure incubator of music expertise in search of an viewers, empowered by our huge neighborhood and enormous cohort of younger customers with various and personalised tastes.

“By the tip of March 2022, we had been serving greater than 450,000 registered unbiased artists on our platform, representing an roughly 70% year-over-year progress.

“In the meantime, inside our content material library, about 2.0 million music tracks got here from our registered unbiased artists.”

All RMB to USD foreign money conversions on this evaluation made on the prevailing quarterly fee utilized by Tencent Music LeisureMusic Enterprise Worldwide

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