TO BREAK THIS BARRIER, in the past years we have been developing a range of services to ensure that you have all possibilities to enter the Chinese market in your hands.
YOU ARE ABLE TO DO THIS WITH OUR HELP, as an artist or as a management company and apart from gaining an initial foothold, it’s all about diving into the market on a structural basis and connecting to the right stakeholders while achieving your aspired results..
‘Gateway to China’ allowed me to pioneer with my underground hardstyle sound in a new market where the crowd is still eager to get in touch with new music. The rise of the harder styles in China has just begun and nobody knows this is going to lead to in the end!
With the support of ‘Gateway to China’ I was able to bring my melodic deephouse sound to new crowds in China and in this way bring new dimensions to the Chinese club and festival scene.
It is possible that your music has been released in China before, or that you are thinking of entering the Chinese music scene. With over 1.4 billion inhabitants, this could be a huge opportunity for your career. As a foreigner it is nearly impossible to gain access to the Chinese internet.
China does not use western social media or search engines, so you might have no clue on how to start your research. And if you already do manage to find the right media channels, it probably will be very hard to understand the Chinese platforms, especially being unfamiliar with the platform structures, designs and of course not being a native speaker.
So, to make sure that you will have a better understanding of the Chinese domestic streaming market, we will go over the largest and most important Chinese music platforms in this article.
There are three major players in the music streaming market in China: Tencent Music Entertainment, NetEase Cloud Music and Ali Music.
Tencent Music Entertainment
The large music streaming company Tencent owns three large streaming services:
QQ Music, Kugou Music and Kuwo Music
With over 650 million active monthly users, this is by far the most important Chinese streaming company.
mainly focuses on popular and mainstream artists targeted at younger music fans in China. It has a large music library and offers an extensive assortment of music (related) videos.
offers users music content that is trending on the internet through 2 different services. Kugou music offers entertainment focused on mass-market and Kugou live is a platform where concerts, performances and a variety of interactive live streams take place.
especially focuses on specific genres such as children’s music and DJ mixes, to capture a more specific segment of the market. Kuwo also offers a live streaming platform just as Kugou called Kuwo Live.
Another dominant player in the market is NetEase Cloud Music aka Music163. NetEase uses a freemium business model which means that all basic services are free of charge. Extra features can be unlocked by signing up for a subscription. The company offers a music database with over 10 million songs. An interesting growth trend of electronic music playlists on NetEase is happening. There was a 128.1% growth from 2016 to 2017 and in the past years this trend is steadily progressing.
The third largest domestic streaming platform is Xiami, which is owned by the Chinese company Alibaba. Over the years Xiami Music has been merged with another streaming service called TTPOD and since 2015 it is called Ali Music.
It is worth mentioning that the only Western streaming platform in China is Apple Music. However, since the company joined the market in 2015, its market share is relatively small compared to the three dominant Chinese companies
Other video platforms worth mentioning (with a strong focus on gaming, video but also music) are Huya, Douyu and Bilibili while Douyin (the original platform where TikTok is based upon) is growing so rapidly that we will dedicate a full post on that platform soon.
Gateway to China can help you set foot into the Chinese market and help you reach the audiences on all major platforms. We offer various tailored services that will help you to achieve your aspired goals. We would love to answer all your questions, so do not hesitate to contact us!