A report commissioned by TikTok confirms what we’ve all known since the social media platform went mainstream in 2020: TikTok is boosting music streaming.
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Produced by entertainment data and research company Luminate, the “Music Impact Report” touts TikTok’s positive influence on the music industry. It found that TikTok users are twice as likely to find And Share new music on social and short video platforms. This result is not surprising given that songs often go viral on the platform through challenges that encourage viewers to create their own videos featuring the song.
He also noted that engagement on TikTok correlates with increased streaming numbers. This discovery, combined with TikTok’s new partnership with Spotify and Amazon Music – a change of pace from last year’s rumors surrounding TikTok’s own streaming platform, “TikTok Music” – suggest that the app aims to s to anchor more in the music industry.
Other findings indicate that almost all TikTok users listen to music on streaming platforms, and many pay for these streaming services: 44% of TikTok users in the United States pay for streaming services, compared to 79% of TikTok users in the UK. TikTok users’ interest in music extends beyond platforms; Across the 10 countries studied 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.