Since the long audio strategy was officially released in April 2020, Tencent Music Entertainment Group (TME) has achieved a leading position in the field of long audio. By the end of 2020, the number of monthly active users (MAU) of TME Dragon Audio Service has historically exceeded 654.38+0 billion. According to the company's financial report, in the first quarter of 20021,the number of TME long audio authorized albums increased by more than 300% year-on-year, and the penetration rate of long audio reached 20.0%, much higher than 5.5% in the same period last year. Especially on April 23rd this year, TME announced that its Cool Listening and Lazy Listening were merged and upgraded to a brand new brand "Lazy Listening". The boundary of long audio format continued to expand, and the audio content ecosystem continued to expand, which opened up more imagination for creating an "all-ecological audio platform".
Content is king, and multiple IP matrices build a long audio ecosystem.
High-quality content is the source of audio attracting users. Since the implementation of the long audio strategy for one year, TME has cooperated with reading group, Chinese online, vertical and horizontal Chinese network, fast reading comics, enchanting and other head literature and comic content parties to develop and operate the IP life cycle, laying a foundation for lazy people to listen to the boundary expansion of long audio formats. At present, lazy people listen to 19 content categories, including audio books, Chinese music, humanities, cross talk, children and variety shows, forming a trend of "home run" of high-quality content categories, accumulating traffic pools throughout the scene, and meeting users' listening needs in all directions.
Counting the multiple IP matrices that lazy people listen to, exploding classic works, star cooperation series and anchor podcast series are the core contents of "sucking powder". In terms of explosive classic works, there are explosive novels such as Tomb Raider Notes 1-8, Fierce Knife Walking in the Snow, Here comes the Sword, classic works such as Camel Xiangzi and Living, as well as Hollywood IP The Shawshank Redemption and The Great Gatsby. , have gathered in lazy people to listen to, in the form of long audio to attract traffic, become a weapon to attract attention.
In the aspect of star cooperation, lazy listeners have joined hands with popular stars and online celebrity cafes to produce a series of long audio works, which will bring users brand-new auditory enjoyment. More than 100 stars, including Jiang Shuying and Tang Wei, recorded "Jiang Shuying's Red Lips" and "Hello! Self-made content such as "The Forbidden City-Listening to You for 600 Years" strengthens the IP attribute of long audio. Cai Kangyong, Cecilia Han, Shangguan Luwen and other stars also joined the anchor lineup to output high-quality content. Lazy people listen to and vigorously cultivate UGC content ecology by constantly introducing star big coffee anchor resources to meet users' needs for music entertainment content and emotional companionship, and at the same time enhance their core competitiveness through the improvement of content capabilities.
With the professional development of musicians and the maturity of the mode, the podcast culture has become increasingly popular, and the independent module of "podcasting" for lazy people has been launched, which further enriches the content ecology of the platform and China podcasts, promotes the professional development of anchors, and also brings more diversified "audible" works to long audio audiences. For example, in terms of gender feelings, Lazy Listeners' exclusive cooperation with top anchors such as Cheng Yi, Richie Irene, Woman with Fragrant Soul, Sleeping Classics and the other side of DJ attracted a large number of stable listeners. Relying on a large number of high-quality content, Lazy Listening lays a solid foundation for the dragon audio industry, spurs the market space, and creates a full-category, young audio platform that users like.
Activate increment, "all-ecological audio platform" creates long-term value
Regarding TME's long audio strategy, Cussion Pang, CEO of the group, said, "We will help the development of long audio business through the collaboration of online music and social entertainment services, accelerate the integration of music and audio, and provide users with richer and better audio-visual content and product experience."
As an important step of TME's continuous overweight in the long audio track, Lazy Listener not only has a large pool of high-quality audio content, but also creates an "all-ecological audio platform" through excellent user experience, actively promotes the landing of long audio strategy, establishes new scenes of "sound" and "music", constantly activates user increments and enhances consumer stickiness.
On the occasion of the first anniversary of TME's long audio strategy, TME launched the "annual user welfare gift" activity. Based on the strong business ecological resources of Tencent Group and TME, the social advertising methodology accumulated for many years and the rich and high-quality creative audio content library, users will listen to the paid long audio content selected by TME platform during the event, and the platform will give users full subsidies. By listening to and watching wonderful audio and video, they can enjoy a large number of high-quality long audio content in the platform. Through the "annual user welfare gift" activity, long audio consumption is more well-known among users, the industry penetration rate is further improved, and cultural inclusion is promoted with massive high-quality audio content.
Lazy people listen to all kinds of high-quality radio dramas, such as Walking in the Snow with a Fierce Knife, Here comes the Sword, Chasing the Fierce in the White Night, Gu Weinan Pavilion and Soul Street, which set a new standard for the audio industry. From the content point of view, lazy people listen to the audio adaptation of Head Network Literature and Guo Man's works, and once the radio drama goes online, it will gain the enthusiasm of original fans and mass fans. From the perspective of dubbing production lineup, Lazy Listener cooperates with many top studios in China to create high-quality radio dramas, and cooperates with the first-line CV dubbing with rich voice expression and full emotional tension to enhance the stereo degree of long audio works. The radio drama "Chasing the Murder at White Night" also specially invited Pan Yueming, a star, to join in the dubbing, so as to create a "new power with sound" through the popularity of the stars. In the propaganda mode, lazy people are free to listen to lectures, and there are many innovative actions. The original theme song of the radio drama, the trailer of the radio drama and other fresh gameplay have already aroused users' appetite before the radio drama went online, creating a phenomenal announcement with a double harvest of word-of-mouth and popularity, gaining widespread attention and lasting topics, and setting a new benchmark for the long audio industry.
Starting from 2020, TME will look forward to the second growth curve of strategic layout development, and take Dragon Audio as a key step towards the goal of "one-stop online music audio entertainment platform", which is also an important step for TME to move towards a new growth stage. Aggregating hundreds of millions of users, massive content, mature and excellent long audio production ability, as well as star content, explosive IP, and powerful announcement ability, lazy listening takes content as the king and excellent experience forms a brand-new brand energy, helping TME build a more perfect online music and audio entertainment ecosystem.
As Xiao Yi, the head of the audio business line operation of Tencent Music Entertainment Group, said, "In the future, all listeners will get better, more comprehensive and more content and better experience when listening to lazy people." Adhering to critical thinking and activating the long audio market from the aspects of content and experience will draw a broader map for TME, so that upstream and downstream industries and industry practitioners can benefit from the broadened market.