User Experience and Retention in Chinese Music Streaming: Insights from QQ Music and NetEase Cloud Music
摘要
As of 2024, both QQ Music and NetEase Cloud Music apps in China have surpassed 100 million users. This study aimed to analyze and compare user experiences between these two mainstream Chinese online music apps to understand their advantageous strategies, commonalities, and differences in improving user experience. The research conducted in-depth interviews with 12 active users from each app. The findings indicate that both music apps demonstrate significant customer experience advantages in interface functionality expansion, song library comprehensiveness, and personalized music recommendations. However, differences exist between the two apps in terms of feature richness, professional expertise and application authority, and brand image and value delivered to users. Based on these findings, the study suggests that future online music apps can enhance user experience through design strategies such as expanding song library diversity, emotional value derived from social enablement, and interface usability. The research findings provide case-based insights from different national perspectives to help improve user experience for online music apps in other countries.