TikTok’s massive music marketing impact confirmed by new study

A new Luminate study shows TikTok’s incredible reach and impact on music discovery, marketing, and monetization.

The fact that TikTok commissioned the analysis may make its findings a bit suspect. Still, even if you shave a few points here and there off for skepticism, the short video platform’s importance to music is undeniable.

Some key findings in the US:

  • 62% of TikTok users pay for a music streaming service, compared to 43% of consumers overall
    • 89% stream music on DSPs, compared to 74% of music listeners overall
  • 8% of TikTok users attended a live music event, and 45% purchased artist merchandise in the past 12 months, compared to 33% and 35% of overall music listeners, respectively.
  • Nearly half (46%) of TikTok users listen to music that is not in English, which is 27% more likely than music listeners overall.
    • This audience is also 33% more likely to consider access to global music extremely important.

TikTok was also eager to show its music marketing prowess not just compared to other social media platforms but also to other short video platforms.

TikTok helps music make money

As the charts below illustrate, TikTok can also drive monetization in increased merchandise and concert ticket sales.

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.

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