Core Insights - The article discusses the rapid growth of "Soda Music," a music app developed by ByteDance, which has reached 120 million monthly active users, closely approaching NetEase Cloud Music's 147 million users [1][6] - Soda Music serves as a music library for various content platforms like Douyin and aims to redefine how users discover songs, rather than competing directly with established music platforms [1][3] - The app's growth is heavily reliant on Douyin's traffic and algorithm support, but it faces challenges in monetization and sustaining user engagement in the long term [1][10] User Engagement and Growth - Soda Music's user acquisition is primarily driven by its integration with Douyin, where users can easily access the app while browsing [1][6] - The app has a high user retention rate, with 82.1% of its monthly active users coming from Douyin [6] - Users appreciate the app's free membership model, which allows them to access music by watching ads, making it a cost-effective alternative to other music services [7][9] Market Position and Strategy - The app was launched in June 2022, initially functioning as a music collection tool for Douyin users, but has since evolved to include a diverse music library [3][9] - Soda Music's catalog includes popular Douyin songs, various covers, classic tracks, and original works, including AI-generated music [9] - The app's strategy includes leveraging AI to enhance user experience and engagement, with plans to establish an "AI Music Creation Lab" to support creators [9][10] Monetization Challenges - Despite its rapid user growth, Soda Music's "free + low-cost" model raises concerns about its ability to cover rising copyright and operational costs [10][17] - The app aims to replicate Douyin's successful user acquisition strategy but faces difficulties in establishing a stable revenue model through advertising and subscription services [10][15] - Industry experts suggest that Soda Music may struggle to attract core music users due to its limited copyright content, positioning it more as a supplementary service within ByteDance's broader entertainment ecosystem [17][18] Competitive Landscape - The competitive dynamics of the online music platform market remain largely unchanged, with no significant evidence that ByteDance is prioritizing Soda Music over other ventures [17] - The introduction of "Tomato Music," another free music app by ByteDance, indicates that the company is exploring multiple avenues in the music space [18]
用抖音“喂”出1.2亿用户 字节跳动的音乐阳谋
Bei Jing Shang Bao·2025-12-30 08:32