Tencent's music streaming platform Joox selects SpotX as SSP

Joox, the music streaming platform owned by China's Tencent, has chosen SpotX as its primary supply-side platform (SSP) as it looks to grow its programmatic advertising business.

Tencent VP of International Business Group Poshu Yeung said the partnership with SpotX will allow the platform to "accelerate and scale our programmatic video strategy as we increasingly engage agencies and advertisers looking to target a hard-to-reach audience in a premium brand safe environment at scale.” 

Launched in 2015, Joox is now the largest digital streaming music platform in several Asian markets including Hong Kong, Malaysia, Indonesia, Thailand and Myanmar. Nearly two-thirds (62%) of its user base are aged between 25-43.

Like its rival Spotify, Joox operates a freemium model, offering users either free ad-supported listening or a premium subscription.

Along with its catalogue of 30 million songs, Joox also offers social entertainment features such as 'Joox Karaoke', which has recorded a 50% spike in usage over the COVID-19 pandemic.

Global advertisers including Coca-Cola, P&G, Unilever, and leading regional brands such as e-commerce platform Shopee and Southeast Asian super app Grab are among Joox's existing advertising clients.

SpotX Asia managing director Gavin Buxton said: “As content consumption continues to be dominated by smartphones, certainly in Asia, freemium streaming music platforms with scale like Joox stand to gain more and more marketing budgets as brands strive to find new ways to reach younger audiences."

"We’re certainly excited to have SpotX support Joox on their programmatic monetisation journey," he added.