The industry's monthly active equipment exceeds 200 million, and the user experience rate exceeds 50%.
Do you like online karaoke?
(Online China)
With the continuous popularization of Internet technology and mobile smart terminals, an online K song platform that can sing at any time and connect multiple people to interact with K song has become an "artifact" for people to sing because of its convenience, immediacy and sociality.
"Sing anytime and anywhere you want to sing"
"Post-90s" girl Xiao An was once a loyal KTV consumer, but since two or three years ago, her singing "focus" has shifted to online K song software.
"The group has been shouting for a long time, and no one has time to come out to karaoke. It is not easy to gather a group of friends to have a lively karaoke. Even if they can gather together, they will all be playing with their phones when they arrive."
The situation encountered by Xiao Ann is not alone.
The emergence of online karaoke services provides KTV services that are not restricted by time and space, making this entertainment that once only existed in physical scenes, becoming entertainment that can be enjoyed anytime, anywhere with a mobile phone, satisfying people in the era of fragmentation Singing needs.
"When I want to sing, the online K song software allows me to sing whenever I want. Even if I'm not with my friends, I can use the software to connect a piece of K song." Xiaoan said.
Some experts pointed out that, compared with traditional KTV, online K song software also satisfies consumers' requirements for the massive music library of K song services.
In offline KTV, there are often situations where you want to sing but you can't find the accompaniment. Thanks to the foundation of the Internet's massive music library, online K song software can provide a music library with more styles and a longer span.
Take Nationwide K Songs as an example. Apart from the music libraries of all ages, multilinguals and all genres, Nationwide K Songs also uses smart technology to cover more songs, so that users can learn from both popular songs and niche music. Easily find on the online K song platform.
"Cloud K Song" is very popular
As a distinctive and innovative Internet industry, online karaoke has rapidly accumulated a huge amount of traffic in just a few years since it began its large-scale development in 2014.
According to the "2020 China Online K Song Social Entertainment Industry Development Insight White Paper" statistics, the number of monthly active devices in the online K song industry is close to 220 million.
According to the "Special Research Report on China's Future Music Industry in 2020", in the current innovative music scene, over 50% of users have experienced online K songs.
During the epidemic prevention period, the online entertainment industry developed vigorously. The scale of the online K song industry also achieved rapid expansion at this stage, and the users of online K song apps increased significantly.
According to the statistics of National K Songs, the average monthly active users of the platform will exceed 130 million in 2020, reflecting the strong market demand for online K songs.
The “2020 Chinese Digital Music Annual White Paper” released by your Music Research Institute pointed out that with the expansion of the audio and entertainment industry, music is no longer just a carrier of personal experience and consumption. The boundaries of online K song products have gradually expanded and they have begun to shift to “singing songs”. + "Social" based "K song community".
It is understood that the K song platform has launched social gameplay based on music interaction such as grab wheat, chorus, song room, etc., which not only breaks the social barriers of strangers, but also creates a highly interactive community space for users.
Immersive interactive experience needs to be strengthened
While online K song platforms are hot, there are also many problems in the industry.
In the opinion of Yang Zhen, a karaoke enthusiast, although online karaoke has unlocked many social and interactive functions through technology, the sense of interaction of singing to the mobile phone is still weak. "No friends are talking, laughing, and singing. After all, I still feel a little bit less, and I don’t sing so vigorously."
According to expert analysis, entertainment activities such as K song require an immersive experience, and in this regard, online platforms have not yet been deeply expanded at this stage.
Dong Minna, a senior analyst at Analysys, believes that the popularity of "cloud karaoke" in recent years is ultimately determined by user needs.
In contrast, the online K song experience is not as good as the movie and TV, and the participation is not as good as the game.
But this kind of entertainment scene that is not restricted by time and space will continue to develop, because for some young user groups, singing is an essential social behavior and a "just need" in life.
How to make up for the shortcomings of the immersive experience of online K song?
The industry believes that it is necessary to accelerate the speed of technology application and integration, overcome the current technical deficiencies in the industry, and extend the use scenarios of online K song platforms.
Some experts suggest that you can combine smart hardware with original online virtualization products, and at the same time, expand the copyright of the music library through multi-party cooperation to provide users with a diversified experience in terms of content, hardware, and software services.
For example, grasp the characteristics of offline KTV real-time interaction, develop more real-time social interaction functions in related platforms, and combine the technical advantages of online platforms to continuously optimize the recording and singing gameplay to meet the preferences of different groups and provide users Bring more novel user experience.