Soda Music's breakthrough of 120 million monthly active users in September 2025, fueled by short-video traffic from Douyin and algorithm-driven "auditory TikTok" recommendations, signals a pivotal shift in music platform competition. Traditionally dominated by copyright libraries (e.g., Tencent Music's exclusives), the core battle now pivots to algorithmic gateways. These personalize discovery for casual, Gen Z users in fragmented scenarios, expanding the market base while eroding incumbents' shares—evident in KuGou's 8% MAU drop. Yet, Soda lags in classics, underscoring hybrid futures blending content depth with smart entry points
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Streaming media platforms have driven the rise of non-English music, and the proportion of English songs in global streaming media plays has continued to decline. In 2023, the proportion of English songs in global hit tracks dropped to 54.9%, while music in smaller languages such as Spanish and Hindi saw significant growth. For instance, the number of Indian music streaming plays soared by 2,000% in 2023, and the play volume of the African Amapiano genre on Spotify increased by over 500%127. This trend reflects the diversification of music consumption and the enhancement of local cultural confidence
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