NetEase Music is the second largest music platform in China behind Tencent music, differentiated as a music discovery plus social networking platform by using UGC playlists, user comments, and personalized recommendations to form its unique community.

The platform has gathered the most Generation Z users with 42% from first-tier cities and 95% below the age of 30, who are all high-quality users with strong stickiness. It has also established a comprehensive system of incubating and promoting artists, with the largest number of independent musicians.