When we talk about China, we are talking more than 977 million music users, as 72% of the population, they listen to music every week. The average Chinese consumer enjoys 16 hours of music per week, with 66% of listeners using a streaming service.
Even China has a huge number of music users, it is beyond the touch of all the western streaming services, like, Spotify, SoundCloud and Deezer. Chinese music market has its own players, as QQ Music, Baidu Music and NetEase Music, with local services, you can embrace local audience.
Music appetites in China varies nowadays. It is not the time that only pop music or big stars lead. Music become more vertical and focus, every music type has its own audience, therefore, more and more independent musicians with different music styles can become major in China. Statistics from streaming service NetEase (Music 163) shows that 3 out of the top 5 digital sales artists are independent musicians in 2016. (Source: Music Business China)
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