Taylor Swift’s latest album “Midnights” has dropped, and it might be setting a new standard for China’s digital music industry.

China’s digital music industry has taken quite a different route from the Western one. For a long time, music piracy was rampant across online and offline media, so streaming platforms like QQ came up with a variety of perks to get people to foot the bill. A lot of QQ Music’s paid users are in effect signed up for bundle deals that give them access to other Tencent-affiliated products, such as video streaming, manga, or membership to Tencent-backed JD.com’s online mall. Subscribers get all sorts of value-added services within QQ Music’s platform as well, such as hi-fi streaming, access to online concerts, and customized app layouts.

Spotify also has a more profitable product. Looking strictly at their music services (TME is a more profitable business overall thanks to its more lucrative live streaming platform that lives off virtual gift sales), Spotify’s premium average revenue per user (premium ARPU) from Q2 was €4.54 ($4.48). TME’s average revenue per paying user (ARPPU) was 8.5 yuan or $1.17.

Taylor Swift’s ‘Midnights’ is the priciest digital album Tencent has sold by Rita Liao originally published on TechCrunch

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