音乐流媒体如何走出困境？_老虎社区_美港股上老虎

音乐流媒体如何走出困境？

华尔街见闻2021-07-31

中国的音乐平台从2003年开始发展，曾经诞生酷狗音乐、QQ音乐和酷我音乐三大在线音乐平台。中国音乐集团在2013-2014年间陆续收购酷我音乐、酷狗音乐，而后腾讯控股了中国音乐流媒体，成为国内最大的音乐龙头公司，此后又携手海外流媒体Spotify巨头，奠定了今日的强者地位。除了腾讯音乐，成立于2013年的网易云音乐同样发展迅猛。公司抓住了音乐社区发展的黄金时间，成功吸引了众多的年轻用户群，目前...

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219

Yafong
·2021-08-01
[笑哭] [龇牙] [开心] [微笑] [微笑] [微笑]
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thomaschai
·2021-07-31
给个赞👍谢谢大家
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3
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- 垂死的小猫:
  [微笑]
  2021-07-31
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- ming_5868:
  赞
  2021-08-01
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thomaschai
·2021-07-31
给个赞👍谢谢大家
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4
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- cy8:
  ok
  2021-08-01
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Ysw16888
·2021-07-31
赞我回复我
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3
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- XiaoZ:
  [开心]
  2021-08-01
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- Wandakdash:
  Naise
  2021-08-01
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彤彤1224
·2021-07-31
💪🏻💪🏻
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1
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- XiaoZ:
  [财迷]
  2021-08-01
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AngSeong
·2021-07-31
加油吧
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winwin_Tan
·2021-07-31
很好
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ElmoElmo
·2021-07-31
加油💪🏻
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李炳华
·2021-07-31
給個贊！謝謝你
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中国ChinaATM
·2021-07-31
AI 走出来
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media.","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/25643f094bff3c6909e46476b4763998","symbols_score_info":{"09999":0.9,"NTES":0.9,"QNETCN":0.9},"content_text":"中国的音乐平台从2003年开始发展，曾经诞生酷狗音乐、QQ音乐和酷我音乐三大在线音乐平台。中国音乐集团在2013-2014年间陆续收购酷我音乐、酷狗音乐，而后腾讯控股了中国音乐流媒体，成为国内最大的音乐龙头公司，此后又携手海外流媒体Spotify巨头，奠定了今日的强者地位。\n除了腾讯音乐，成立于2013年的网易云音乐同样发展迅猛。公司抓住了音乐社区发展的黄金时间，成功吸引了众多的年轻用户群，目前90后用户占比高达九成。\n作为泛娱乐的一种代表形态，曾经免费多年的音乐媒体又是如何盈利的呢？未来又会有怎样的变化？\n一、免费的真相\n在互联网时代，谁掌握了用户的时间，谁就掌握了财富的密码。为什么这么说呢？这里面的生意经又该怎样解读？\n我们见到的诸多免费产品，如音频、视频等，无论产品形态是怎样的，盈利的模式都逃不开三步骤：第一提高用户规模；第二提高用户使用时长；第三投放广告。这里不禁想到，天下真的有“免费的午餐”的吗？商家是在“消费”用户时间的同时投入大量的广告从而进行盈利的。这么看来用户群体的数量和使用时间是免费产品用来盈利的核心要素。\n这里问题就来了，用户数量的增长是会有上限的，当增长达到较高水平开始放缓后，行业发展是不是就触及天花板了呢？\n纵观众多行业的发展规律，当用户渗透率达到65%以上，便不在是资本疯狂追逐的新兴领域，因为它未来的想象空间将非常有限。那么这个行业就真的“凉”了吗？当然不是，行业的发展将会进入一个瓶颈期，此时广告投入的边际效益开始递减。这时候免费产品所带来的效益会很有限，企业将会引入新的业绩增长来源。\n二、理想形态\n在用户使用数量增长达到一个瓶颈期时，免费产品将开始进入付费阶段，这当中关键的变量有两个：第一付费用户数（活跃用户数*付费转化率），第二每月用户平均收入（ARPU），两者相乘就是该业务的月度营业收入额。这个公式可以套用很多产品形态，比如音乐会员、视频会员，网盘会员等等。\n那付费产品的增长空间来自哪里呢？答案很简单，提高付费用户的转化率，使得更多的免费用户变成付费用户，成为大会员或者是提高单客消费价格水平。而这就要从用户养成开始，在长时间使用一个产品后，培养了众多的免费用户群体并最终形成用户依赖，这时的产品再进行收费就变得容易起来。\n三、国内付费困境\n产品付费是所有免费产品发展的最理想形态，无论是音乐、在线音频还是视频和游戏。但是付费转化率提升的要素非常之多，比如产品的吸引力、用户的付费意识、新的竞争者都会很大程度影响到付费转化率的提升。\n在音乐媒体行业中第一战是版权之争，在2018年以腾讯音乐和网易云音乐互相授权音乐高达99%的独家音乐而落下帷幕，腾讯音乐更是两者中享有最大国内音乐版权的霸主，而仅剩的1%独家音乐版权是其他兵家必争之地。\n现如今腾讯音乐的月活用户数量（MAUs）高达620百万，比全球知名音乐平台Spotify用户数（356百万）高出快两倍，网易云音乐的MAUs是181百万，稍稍低于Spotify。\n但是据最新的数据显示，Spotify的付费率已经达到了近乎51%的水平，也就是说有一半的用户群体都是付费用户，然而坐观国内两大音乐平台腾讯音乐的付费率约10%，网易云音乐的付费率约9%，即使是拥有全球最多免费用户群体的腾讯音乐，在面对产品付费转化的这一步走起来也是困难重重，当然这与国内人群的付费习惯培养和新品类的竞争者入侵有很大的关系。\n四、泛娱乐的众多竞争者\n根据大数据的统计显示，全国用户平均每个人每月花费在短视频的时间已经达42.6小时，手机游戏和移动音乐分别为21.0和5.7小时。也就是说用户群体花在短视频和游戏的时间是音乐的几倍之多，而人的时间是不可逆且有限的，因为用户习惯的变化，导致数字音乐不再具备最强劲的吸引力，而短视频成为了数字音乐强劲的“时间竞争者”。\n此外在2021年全国用户在线音频的收听偏好调查结果中显示，排名最高的前四位是娱乐内容、知识学习、生活内容和有声阅读，音乐则位居第五位。同为在线音频业务的喜马拉雅这几年发展飞速，以六成的市占率位居长音频行业龙头。\n从竞争力来看，喜马拉雅在用户偏好方面布局的更巧妙，占据了用户喜好的几个主要领域，像是知识学习，有声读物等等，但是目前月活用户数量（250百万）还无法匹及腾讯音乐（620百万），但较网易云音乐（181百万）高出一些。从付费率的预测来看，未来五年喜马拉雅的付费率将从5.6%提升至15%，而腾讯音乐和网易云音乐的付费率也将会提升至15%，但是坐观Spotify51%的付费率天花板还是望尘莫及。\n五、看龙头企业如何破局\n面对国内音乐付费转化率的困境重重，品类花样繁多的竞争者。音乐龙头企业的破局之路就非常关键了，想要留住用户最重要的就是对用户的爱好以及习惯的良好把握，进而将细分领域形成一个生态圈，再进行精准的内容投放。简单来说就是用户喜欢什么，就推送什么。从形式上来看，短视频和直播是近两年最受观众喜欢的；从内容上看，原创是潜力最大的。\n那么音乐行业的困境要如何突破呢？该如何形成新的生态圈留住更多的用户时间？\n从腾讯音乐、网易云音乐对于直播板块的布局来看，引入原创音乐人进行直播或短视频创作这条路确实可操作。更多原创的音乐是形成用户新生态非常好的方式，另一方面，原创音乐人会根据自己的特长进行音乐板块分类，比如火热的游戏、二次元等等，每一类原创音乐会再形成一个更深度圈层的文化。这个生态圈的活力将来自于不断增长的原创音乐博主和热门曲目，对比曾经的版权音乐来看，新的生态圈是更加开放更加多元的，源源不断的新鲜血液和特定的偏好分类看起来更容易提高用户的留存率，争取更多的“时间价值”。\n六、前路茫茫\n破局这条路是否能够走得顺畅尚且未知，而这又是为什么呢？\n从短视频和直播行业的渗透率来看已经达到七成，而做直播和短视频起家的快手和抖音完全可以进行同类型的音乐原创，也就是说这种方式虽说对于传统音乐媒体是新的布局，但是对于抖音和快手的生态来说，音乐只不是创作内容的方式之一。另外，从用户留存时间来看也许抖音和快手更具备竞争力。\n难道音乐媒体这一步走错了？倒也不尽然。因为音乐媒体的原始用户生态圈形成较早，且具备很强的用户音乐习惯属性，单从这点来看自然比抖音和快手的音乐用户多很多。只是从视频直播原创音乐这个新赛道来讲，几方竞争者的优势不同，且还有原创视频领域的哔哩哔哩，它对于用户生态的培养可谓是国内的领军\"人物\"。这么看音乐媒体的破局之路真可谓是艰难且长。\n音乐媒体行业进入成熟阶段，伴随而来的是渗透率进入瓶颈期，付费转化率提升的种种困境，必须引入新的产品想象力来进行破局。因为音乐属于泛娱乐领域，竞争者的形式和内容层出不穷。这不比必需消费品，行业进入成熟阶后，龙头公司只需坐享帝国版图来带的丰厚成果。\n所以此番腾讯音乐和网易云音乐的布局也是合情合理，而这个创新赛道能为两公司带来多少的价值尚且不可知，或许龙头们也还会有新的部署和方向，对于音乐媒体的未来我们静观其变。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":802684666,"gmtCreate":1627777087655,"gmtModify":1633756564641,"author":{"id":"3583485627907481","authorId":"3583485627907481","name":"Yafong","avatar":"https://static.tigerbbs.com/83edd0e662808c628cfa8d8af19f6993","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3583485627907481","authorIdStr":"3583485627907481"},"htmlText":"[笑哭]&nbsp;[龇牙]&nbsp;[开心]&nbsp;[微笑]&nbsp;[微笑]&nbsp;[微笑]&nbsp;","listText":"[笑哭]&nbsp;[龇牙]&nbsp;[开心]&nbsp;[微笑]&nbsp;[微笑]&nbsp;[微笑]&nbsp;","text":"[笑哭] 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