TikTok has revealed the results of a recent study, conducted by Luminate, underscoring its impact on music discovery and streaming. Released on November 21, the study, commissioned by TikTok, is laden with statistics showcasing the platform’s influence. Notably, heightened TikTok engagement, encompassing likes, views, and shares, aligns with increased streaming volumes. U.S. TikTokers stand out, being nearly twice as likely to unearth music on short-form video platforms compared to users on other social platforms, according to the study’s analysis.
In contrast to 2019, when many artists were hesitant to be labeled as “TikTok artists,” the close of 2023 witnesses TikTok’s entrenched dominance in the music industry, reshaping how labels identify talent and promote signed acts. While the study doesn’t unveil the elusive recipe for virality, it consistently underscores the commercial potential of TikTok’s users.
Signs of TikTok’s influence on genres like dancehall were felt as far back as last September when U.K. artist Stefflon Don said that TikTok is the reason Dancehall’s future is exciting.
“Dancehall is huge, especially since TikTok. I think when a Dancehall artist drops a song, it transitions to the world through TikTok straight away, like it’s instantly. Before it would have to travel, you’d have to be at a Dancehall party to hear certain songs, or you’d have to have Jamaican friends to hear certain songs. Now, it don’t matter what country you’re from- If you’re on TikTok, you’re going to hear the baddest Jamaican songs,” She told Anthony Miller of TVJ ER.
Noteworthy statistics from the study include 38% of U.S. TikTokers attending live shows and 45% purchasing merchandise in the past year, showcasing heightened engagement within the music ecosystem. Additionally, TikTok expands users’ musical horizons, with 46% of U.S. TikTokers listening to non-English music, making them 27% more likely than the overall music-listening population. Furthermore, 62% of U.S. TikTok users are paid streamers, surpassing the 43% average among music listeners.
South African artist Tyla signed a seven figure publishing deal based on the success of her TikTok viral hit “Water,” according to people close to the matter. That song is now No. 15 on the Billboard Hot 100 this week, spending seven weeks on the US chart. It also spends a sixth week at No. 1 on the US Billboard Afrobeats chart.
Concerns in the music industry about users’ allegiance to TikTok prompted the platform to launch a feature on November 14. This “Add to Music App” functionality enables users in the U.S. and the U.K. to swiftly save music found on TikTok to Spotify, Apple Music, or Amazon Music. According to Ole Obermann, TikTok’s global head of music business development, this feature establishes a direct link between TikTok discovery and music consumption on streaming services, ultimately enhancing value for artists and rights holders.
