【Source / KKBOX】
KKBOX, Asia’s most influential sound community brand, today launched the KKBOX REWIND 2022 annual review. (1) Superpower monsters and situational playlists show personal characteristics, so that more listeners who love music and podcasts can join in the fun and explore their own characteristics and unique charm.
The music focus trend is established and the annual review explores personal changes
Driven by the rise of music streaming and social media, the channels through which people can access music and audio content are more instantaneous and diverse, and the trend to segment audiences is becoming more evident. KKBOX not only actively manages content and develops functions, but also continues to improve the recommendation mechanism, song list and playlist changed in response to changes in listening trends, so that listeners can learn new sounds and listen music from around the world at all times.
According to KKBOX’s observations from the listening data of tens of millions of users, the average number of listeners per person per week and the number of unique songs have doubled over the past decade, and listening time has also continued to grow. ‘ Tastes in music listening are no longer focused only on frontline singers, and the total listening volume of Top 100 singers accounted for a non-overwhelming majority, reflecting that users’ listening behaviors and preferences are gradually becoming more diversified and focused on music.
Ye Zhanyun, Vice President of KKBOX Business Development Center, said, “From the listening data, we found that people’s music preferences are becoming more and more diverse. Not only are the time points for listening to music wider than expected, but the types of music they listen to in different periods is also very diverse.We strive to make all types of voices heard and hope to connect with users through music and audio content and be able to accompany everyone in any situation.This year’s annual review will be the meaning behind the listening behavior of “Super Energy Liberation”, and I hope to accompany you to explore and connect It is different from sharing yourself.
By reviewing the personal listening process, the psychological test of superpowers reveals the unique self
This year’s KKBOX annual review focuses on “Super Energy Liberation”. It not only summarizes the listening trajectory in 2022, but also takes users to further explore more personalized listening changes in the post-pandemic era. hidden data in recent years, hear how the “super energetic core” changes through each listening choice, and gradually develop into a personal “super power”, discovering the uniqueness of self-change from the different concrete experience.
In the annual review activity, in addition to analyzing a variety of data and launching the “Listening Review” to help users explore personal listening changes, this year KKBOX also created a new “Psychological Super Power Test” to music-loving listeners. personal characteristics hidden behind the choice, the test results are matched with super powerful monsters and situational playlists, and can also be shared on social platforms for everyone to enjoy and show a unique charm.
KKBOX’s two annual review activities will officially start from now on. The event period will end on January 16, 2023. KKBOX users just need to log in to the mobile app and click the “Super Energy Liberation” item on the “Discovery ” site page You can explore your own annual listening review, and it is recommended to update the App to the latest version to enjoy the best experience.
Psychological test on superpowers launched at the same time as the event (https://kkbox.fm/e2GQXn), there are no limits to user identity and all music-loving listeners are welcome to participate. After completing the specified tasks, there will be a chance to enjoy two limited discounts:
- First three months of KKBOX free listening: Newly registered users, trial users or expired trial users who complete the KKBOX superpowers psychological test during the event period will have the opportunity to get a special plan link KKBOX’s limited-time subscription. After completing the payment, you can enjoy standard sound quality. The first three months are free, and from the fourth month onwards, the original price will reset to NT$149 per month. For details, please refer to the description of the event on the Facebook fan page (https://kkbox.fm/f2HTMJ）。
- KKBOX x Yahoo Kimo Shopping Center Limited Offer: KKBOX and Yahoo Kimo Shopping Center have teamed up for the first time to launch the limited promotion activity of “KKBOX Super Liberation Listening Review Event x Yahoo Kimo Shopping Center 1212 Golden Tiger Award”. From now until December 12, anyone who participates in the KKBOX superpower psychological test and completes the designated tasks will have the opportunity to get a 200 yuan discount coupon. If you complete the KKBOX Facebook community activity with more money, you will also get the opportunity to participate in the 1212 shopping gold lucky draw. Details Please refer to the Facebook fan page event description (https://kkbox.fm/f2HTMJ）。
Song lengths are shortening, movies and dramas drive on-demand listening, and podcast playback is increasing.
In addition to reflecting the continuous diversification of musical preferences, user listening behaviors also observe that music fans find it difficult to concentrate for long in the era of fragmentation, whether it is the length of the song or the introduction that is too long , will affect the willingness to continue listening, and also has a certain impact on the music creation environment.
According to data from KKBOX, the length of popular songs around the world is becoming a new trend. Taking Chinese songs as an example, the average length of songs in 2005 will be reduced from 245 seconds to 166 seconds in 2022. In 2022, the length of new Chinese songs will last more than three minutes, and there are some hit songs that last less of three minutes. Not only that, to catch the audience’s ears in the vast sea of songs, “the first 30 seconds of the song” is also the key to victory, and shortening the prelude “sing within 3 seconds” has also become a new phenomenon in the new generation of songs.
In addition, popular songs from last year’s movies and TV dramas will also continue to lead click-to-list trends in 2022. For example, the fourth season of the American drama “Stranger Things” used Kate Bush’s 1985 single “Running Up That Hill (A Deal With God)”, which was played in both Taiwan and Hong Kong. The nearly thousandfold growth rate is quite astonishing; the Hollywood film “Defender: The Lone Ranger” also leads the soundtrack songs on demand, including Lady Gaga’s “Hold My Hand” and OneRepublic’s “I Ain’t Worried”. . It also includes the ending song “It’s Not Easy” from the Taiwanese TV series “The First Blossom” and the theme song “I Want to Know What You’re Thinking” from the movie “I Ate That Boy’s Breakfast for a Whole Year”, both of which entered among the top five in China’s annual cumulative list; Japan Popular works such as animation “Demon Slayer: Blade”, “Spell Return”, “Spy House Wine”, “Party Cafe Kongming”, “Chain Saw Man” and other very popular works also had an effect to drive the excellent performance of related songs on demand.
Podcasts also performed impressively. In 2022, the total number of KKBOX podcasts played will exceed 20 million and the number of unique downloads will increase by 85%. This reflects that audience demand for content for relaxation and spiritual growth is still strong in post-epidemic life. In the first half of 2022, KKBOX and Firstory, a podcast hosting platform, jointly launched the “DAI Dynamic Ad Insertion Feature”.
As KKBOX is about to enter its 20th anniversary, more exciting event information will be released in the future, and we will continue to accompany you to experience every beautiful moment, so stay tuned!
