A report commissioned by TikTok confirms what we’ve all known since the social media platform went mainstream in 2020: TikTok is driving music streaming.
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Produced by entertainment data and research company Luminate, the Music Impact Report boasts of TikTok’s positive impact on the music industry. TikTok users were found to be twice as likely to find and share new music on social and short-form video platforms. The finding isn’t surprising given that songs often go viral on the platform as part of challenges that encourage viewers to make their own videos featuring the song.
He also shared that TikTok engagement correlates with increased streaming numbers. That finding, combined with TikTok’s new partnership with Spotify and Amazon Music — a change of pace from last year’s rumors of TikTok’s own streaming platform “TikTok Music” — suggests the app is aiming to establish itself even more in the music industry.
Other findings include that almost all TikTok users listen to music on streaming platforms, with many paying for those streaming services – 44 percent of US TikTok users pay for streaming services, compared to 79 percent of UK TikTok users. TikTok users’ interest in music transcends platforms; across the 10 countries surveyed in the report, TikTok users are more likely to attend concerts and spend money on other music purchases.
It’s safe to say that TikTok’s influence on our listening habits isn’t waning anytime soon.