The 2023 TikTok Music Impact Report was released on November 21. Among the findings is how globally TikTok’s unique engagement model is resulting in users sharing new music content on social or Short Form Video (SFV) platforms, serving as a powerful amplifier for artists across diverse markets.
While TikTok’s impact on music has been widely discussed, this report, commissioned by TikTok in collaboration with Luminate, provides a quantitative analysis of the app’s influence on music discovery, streaming, non-digital revenues, and global music listening.
Data Sources
Luminate conducted an in-depth analysis utilizing global and country-level data from the US, UK, Indonesia, Brazil, and Germany. The data sources included consumption data, audience insights, TikTok engagement volumes, Luminate Music Connect, and the Luminate Music 360 Study.
Key Findings
1. TikTok Fuels Music Discovery
- In the US, TikTok users are nearly twice as likely to discover music on short-form video (SFV) platforms than the average user.
- Globally, TikTok users are significantly more likely to discover and share new music content on social or SFV platforms, amplifying artists across key markets.
2. TikTok Users Generate Value via Streaming
- In the US, 62% of TikTok users pay for a music streaming service, surpassing the 43% among general consumers.
- TikTok users globally are more likely to use paid music streaming services, indicating their significant contribution to the music streaming market.
3. TikTok Users Generate Value Off-Platform
- In the UK, TikTok users spend 49% more on music purchases.
- TikTok users globally spend more on music-related categories, attending live events and purchasing artist merchandise at higher rates than the average music listener.
4. TikTok Connects Local Artists with Global Audiences
- In the UK, TikTok users are 77% more likely to seek access to global music artists.
- Nearly half of TikTok users in the US listen to non-English music, emphasizing their preference for international sounds.
Case Studies
Detailed case studies featuring artists like HitKidd and RAYE illustrate the strong correlation between TikTok engagement and increased streaming volumes, showcasing TikTok’s role in shaping an artist’s trajectory.
The report’s insights are backed by a robust methodology involving data collection, correlation analyses, and surveys conducted among TikTok users and the general population in key markets.
As TikTok continues to shape the music landscape, the industry can leverage these findings to enhance artist promotion, explore new monetization avenues, and embrace the diverse preferences of TikTok’s engaged user base.
