This is a new series with a focus on explaining emerging platforms born in Asia Pacific to the rest of the world. The Drum will look at what are their differences and similarities with their counterparts, explain what kind of ad formats are available to brands on the platforms and how brands can monetize. A music streaming service owned by Chinese entertainment giant Tencent, Joox was launched in and amassed over 50 million downloads in and recorded over two billion streams in the same year. Available as an app accessible from mobile and desktop, the platform is a freemium service with a library of about 30m songs that are free, some songs are only available for premium users. There is a wide range of songs available across different languages to cater to the local market, apart from English songs. To appeal to the distinct tastes and preferences of users, Joox has embarked on innovative partnerships in specific Asia Pacific markets. For example, as This series of music crossover projects aims to build support for the local music industry by facilitating collaboration between Malaysian singers and songwriters to produce original songs. Advertisements on Joox come in the form of splash ads, banner ads, campaign-style ads as well as audio ads. Users under a paid subscription service are able to listen to songs ad-free, skip songs at their discretion, and gain access to offline listening via song downloads.
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