A report commissioned by TikTok confirms what we’ve all known since the social media platform went mainstream in 2020: TikTok drives music streaming.
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Conducted by entertainment data and research company Luminate, the “Music Impact Report” boasts TikTok’s positive influence on the music industry. It found TikTok users are twice as likely to find and share new music on social and short-form video platforms. The finding is unsurprising considering songs often go viral on the platform as part of challenges that encourage viewers to make their own videos featuring the song.
It also shared that TikTok engagement correlates with increased streaming numbers. This 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” — suggest the app aims to further ingrain itself in the music industry.
Other findings included that almost all TikTok users listen to music on streaming platforms, with many paying for those streaming services — 44 percent of TikTok users in the U.S. pay for streaming services compared to 79 percent of TikTok users in the UK. TikTok users’ interest in music goes 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.
Safe to say TikTok’s influence on our listening habits isn’t waining anytime soon.