{"id":11980,"date":"2026-08-05T21:38:31","date_gmt":"2026-08-05T21:38:31","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/au-vietnam-les-auditeurs-vivent-sur-youtube-et-zing-mp3-mais-la-plupart-des-distributeurs-ne-livrent-qua-spotify\/"},"modified":"2026-08-05T21:38:31","modified_gmt":"2026-08-05T21:38:31","slug":"au-vietnam-les-auditeurs-vivent-sur-youtube-et-zing-mp3-mais-la-plupart-des-distributeurs-ne-livrent-qua-spotify","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/au-vietnam-les-auditeurs-vivent-sur-youtube-et-zing-mp3-mais-la-plupart-des-distributeurs-ne-livrent-qua-spotify\/","title":{"rendered":"Au Vietnam, les auditeurs vivent sur YouTube et Zing MP3. Mais la plupart des distributeurs ne livrent qu&#8217;\u00e0 Spotify."},"content":{"rendered":"<p>La V-pop traverse l&#8217;ann\u00e9e la plus bruyante de sa vie. Les artistes nationaux remplissent les stades d&#8217;Hano\u00ef et Ho Chi Minh-Ville gr\u00e2ce \u00e0 la demande locale uniquement, et le catalogue en vietnamien se propage d\u00e9sormais \u00e0 travers l&#8217;Asie du Sud-Est au lieu d&#8217;importer seulement de S\u00e9oul. Pourtant, la strat\u00e9gie de sortie que la plupart des artistes ind\u00e9pendants utilisent pour surfer sur cette vague est discr\u00e8tement construite pour un autre pays.<\/p>\n<p>Le probl\u00e8me n&#8217;est pas le talent. C&#8217;est l&#8217;endroit o\u00f9 les Vietnamiens \u00e9coutent r\u00e9ellement, et les distributeurs qui se donnent la peine de livrer l\u00e0-bas.<\/p>\n<h2>\u00c0 quoi ressemble vraiment la carte d&#8217;\u00e9coute vietnamienne<\/h2>\n<p>Commencez par les chiffres, car ils renversent la strat\u00e9gie par d\u00e9faut. DSP signifie fournisseur de services num\u00e9riques, les plateformes de streaming qui versent les royalties.<\/p>\n<p>Le suivi de Q1 2024 de Decision Lab place l&#8217;utilisation des plateformes au Vietnam \u00e0 YouTube 77 %, Zing MP3 52 %, NhacCuaTui 32 % et Spotify 28 %, avec Apple Music plus loin derri\u00e8re (<a href=\"https:\/\/www.decisionlab.co\/blog\/vietnam-music-streaming-industry-q1-2024\">Decision Lab<\/a>).<\/p>\n<p>Relisez cela. Les deux plateformes que la plupart des distributeurs occidentaux traitent comme l&#8217;ensemble du commerce, Spotify et Apple Music, se trouvent en bas de la pile vietnamienne. Le haut de la pile est un g\u00e9ant vid\u00e9o et une application locale que la plupart des outils mondiaux ne r\u00e9pertorient m\u00eame pas.<\/p>\n<p>Voici la partie qui importe pour les royalties:<\/p>\n<ul>\n<li>YouTube est le plus grand canal de d\u00e9couverte et de consommation, et la V-pop vit ou meurt sur la vid\u00e9o, pas sur le flux audio.<\/li>\n<li>Zing MP3, propri\u00e9t\u00e9 de VNG Corp, d\u00e9tient un catalogue couvrant plus de 90 % de la musique vietnamienne et compte environ 28,7 millions d&#8217;utilisateurs actifs mensuels, accordant des licences directement \u00e0 Sony, Universal et aux artistes locaux (<a href=\"https:\/\/www.musicbusinessworldwide.com\/vietnams-vng-corp-owner-of-music-streaming-service-zing-mp3-files-for-ipo-in-the-us\/\">Music Business Worldwide<\/a>).<\/li>\n<li>NhacCuaTui conserve toujours la d\u00e9mographie plus \u00e2g\u00e9e que les tableaux de bord de streaming \u00e0 Londres et Los Angeles ne voient jamais.<\/li>\n<\/ul>\n<h2>Pourquoi \u00ab partout \u00bb signifie silencieusement \u00ab Spotify et Apple \u00bb<\/h2>\n<p>La plupart des distributeurs mondiaux annoncent une livraison \u00e0 plus de 150 magasins. Examinez les petits caract\u00e8res et les plateformes prioritaires vietnamiennes manquent. Zing MP3, NhacCuaTui et un pipeline YouTube correctement mon\u00e9tis\u00e9 sont exactement o\u00f9 une sortie vietnamienne gagne son argent, et exactement o\u00f9 le catalogue g\u00e9n\u00e9rique s&#8217;arr\u00eate.<\/p>\n<p>Ce n&#8217;est pas une erreur d&#8217;arrondi. Vietnam Briefing projette que le march\u00e9 local de la diffusion en continu atteindra environ 46 millions de dollars d&#8217;ici 2027 avec un taux de croissance annuel compos\u00e9 de 6,37 % (<a href=\"https:\/\/www.vietnam-briefing.com\/news\/music-streaming-services-in-vietnam-opportunities-and-challenges.html\/\">Vietnam Briefing<\/a>). Un artiste qui exp\u00e9die uniquement vers Spotify sur un march\u00e9 o\u00f9 Spotify a 28 % de p\u00e9n\u00e9tration abandonne la majorit\u00e9 des auditeurs, et leurs royalties, sur des plateformes auxquelles il n&#8217;a jamais livr\u00e9.<\/p>\n<p>Spotify lui-m\u00eame continue de signaler que la croissance est r\u00e9gionale, mettant en avant les talents de rupture d&#8217;Asie du Sud-Est comme sa fronti\u00e8re la plus dynamique (<a href=\"https:\/\/newsroom.spotify.com\/2025-07-22\/rising-voices-southeast-asias-next-wave-of-breakout-talent\/\">Spotify Newsroom<\/a>). Le hic, c&#8217;est qu&#8217;un public d&#8217;Asie du Sud-Est ne se comporte pas comme un public Spotify.<\/p>\n<h2>L&#8217;\u00e9cart YouTube et Zing est un \u00e9cart de royalties<\/h2>\n<p>Deux d\u00e9faillances techniques co\u00fbtent de l&#8217;argent r\u00e9el aux artistes vietnamiens.<\/p>\n<p>La premi\u00e8re est YouTube. Sans Content ID appropri\u00e9 et livraison d&#8217;actifs, une chanson devenue virale sur les t\u00e9l\u00e9chargements de fans, les clips de danse et les vid\u00e9os de paroles g\u00e9n\u00e8re des lectures qui ne retournent jamais au d\u00e9tenteur des droits. Sur un march\u00e9 o\u00f9 YouTube repr\u00e9sente 77 % de l&#8217;\u00e9coute, c&#8217;est le jeu entier.<\/p>\n<p>Le second est les m\u00e9tadonn\u00e9es. DDEX signifie Digital Data Exchange, la norme de l&#8217;industrie pour livrer les informations de piste proprement entre les distributeurs et les magasins. Les titres vietnamiens, les diacritiques et les noms d&#8217;artistes se cassent r\u00e9guli\u00e8rement dans les pipelines non natifs, ce qui bloque les paiements et cr\u00e9e une mauvaise attribution des flux sur les DSP locaux.<\/p>\n<p>\u00catre pay\u00e9 au Vietnam est donc un probl\u00e8me de livraison avant d&#8217;\u00eatre un probl\u00e8me de promotion.<\/p>\n<h2>Ce qu&#8217;une sortie V-pop devrait v\u00e9rifier avant d&#8217;exp\u00e9dier<\/h2>\n<p>Si vous publiez de la musique vietnamienne, ou si vous \u00eates un label pla\u00e7ant du catalogue r\u00e9gional, v\u00e9rifiez ceci avant de choisir un distributeur:<\/p>\n<ul>\n<li>Livraison confirm\u00e9e \u00e0 Zing MP3 et NhacCuaTui, pas seulement les trois grands.<\/li>\n<li>Livraison YouTube Content ID et Art Track, pour que les t\u00e9l\u00e9chargements de fans se mon\u00e9tisent en votre faveur.<\/li>\n<li>Gestion correcte des diacritiques vietnamiens dans les titres et les noms d&#8217;artistes.<\/li>\n<li>Livraison native DDEX pour que les DSP locaux ing\u00e8rent votre sortie sans corrections manuelles.<\/li>\n<li>Rapports transparents des royalties par territoire, pour que les revenus vietnamiens s&#8217;affichent comme leur propre ligne plut\u00f4t qu&#8217;une erreur d&#8217;arrondi.<\/li>\n<\/ul>\n<p>C&#8217;est l&#8217;\u00e9cart sp\u00e9cifique qu&#8217;InterSpace Distribution est construit pour fermer. La couverture DSP r\u00e9gionale que les concurrents ax\u00e9s sur les majors ignorent, l&#8217;ingestion native DDEX et les partages transparents signifient qu&#8217;un single V-pop gagne partout o\u00f9 le Vietnam appuie r\u00e9ellement sur play, pas seulement o\u00f9 une feuille de calcul dans un autre h\u00e9misph\u00e8re suppose qu&#8217;il le fera.<\/p>\n<p>La V-pop a enfin l&#8217;audience \u00e0 la maison. Les sorties qui convertissent cette audience en royalties seront celles qui ont exp\u00e9di\u00e9 vers la bonne carte.<\/p>\n","protected":false},"excerpt":{"rendered":"La distribution musicale au Vietnam fonctionne sur la mauvaise carte pour la plupart des artistes : 77 % des auditeurs utilisent YouTube et 52 % utilisent Zing MP3, pourtant de nombreux distributeurs ne livrent qu&#8217;\u00e0 Spotify et Apple. Voici pourquoi la couverture locale des DSP, non la port\u00e9e Spotify, d\u00e9termine qui se fait vraiment payer en V-pop.","protected":false},"author":6,"featured_media":7383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6952],"tags":[6666,6672,15808,15811,14901,15814],"class_list":["post-11980","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-trends-fr","tag-music-en-fr","tag-spotify-en-fr","tag-v-pop-fr","tag-vietnam-fr","tag-youtube-fr","tag-zing-mp3-fr","cs-entry","cs-video-wrap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Au Vietnam, les auditeurs vivent sur YouTube et Zing MP3. 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