![](https://sp-ao.shortpixel.ai/client/to_webp,q_lossy,ret_img,w_250,h_250/https://www.hypebot.com/wp-content/uploads/2021/01/tiktok-logo-250x250.jpg)
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.
![](https://sp-ao.shortpixel.ai/client/to_webp,q_lossy,ret_img,w_854,h_1024/https://www.hypebot.com/wp-content/uploads/2023/11/TikTok-Luminate-Report-2023-pdf-854x1024.png)
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.
![](https://sp-ao.shortpixel.ai/client/to_webp,q_lossy,ret_img,w_1024,h_434/https://www.hypebot.com/wp-content/uploads/2023/11/TikTok-Luminate-Report-2023-pdf-1-1024x434.png)
TikTok helps music make money
As the charts below illustrate, TikTok can also drive monetization in increased merchandise and concert ticket sales.
![](https://sp-ao.shortpixel.ai/client/to_webp,q_lossy,ret_img,w_616,h_673/https://www.hypebot.com/wp-content/uploads/2023/11/tiktok-merch.png)
![](https://sp-ao.shortpixel.ai/client/to_webp,q_lossy,ret_img,w_1024,h_475/https://www.hypebot.com/wp-content/uploads/2023/11/TikTok-Live-1024x475.png)
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.