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INTO THE THICK OF IT:
TIKTOK'S IMPACT ON MUSIC

TikTok has shared some details about how its 130m+ monthly U.S. users discover, engage with and listen to music on the platform. 

For nearly two years now, the music biz has been transformed by viral songs and acts launched on TikTok. From Lil Nas X to Fleetwood Mac, it has become the cheat code for breaking, spiking or reigniting a song.

"TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community," confirmed Ole Olbermann, TikTok's Global Head of Music. "It is the home for music trends that permeate the culture, industry and charts. The research reinforces TikTok’s position at the forefront of providing opportunities to creators and artists alike, from emerging talent to small business owners."

Some figures:

  • The majority of TikTokers not only discover new music on TikTok but hear songs they don't hear anywhere else. 75% of TikTok users say they discover new artists through TikTok and 63% heard new music they'd never heard before on TikTok.
  • 68% of TikTok users would prefer to see videos from brands featuring new music they've never heard before.
  • The TikTok community is motivated to interact with the music featured in videos on TikTok, with 67% of TikTokers more likely to seek out a song they heard on TikTok on a music streaming platform.
  • Community members often have "heard it on TikTok" moments. 72% say they associate certain songs with TikTok.
  • TikTokers are motivated to interact with the music featured in videos on TikTok. 36% of users save the song/audio to use later; 35% look up the artist behind the song after hearing it.

 

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