Music Marketing

85% of TikTok and 84% of YouTube videos include music

A new analysis shows just how high the stacks are in the battle between TikTok and UMG and reinforces how important music is to TikTok, YouTube, Facebook, and Instagram.

The study by Pex, which offers AI-powered music recognition tech, looked at music use across all four platforms.

  • TikTok: 85% of videos contain music
  • YouTube: 84% of videos contain music 
  • Instagram: 58% of videos contain music 
  • Facebook: 49% of videos contain music 

In the last four years, the number of TikTok videos containing music has increased by 15%.

To put that in terms that would make UMG CEO Lucien Grainge smile, as TikTok has grown, so has the value of music on the platform.

Only a few videos dominate

  • TikTok: 5% of videos generate 89% of the views.
  • YouTube: 0.77% of videos claimed 82.83% of all views
  • Instagram: 3% of videos earned 83.7% of all views
  • Facebook: 2% of videos generated 86% of all views

“Like we’ve seen with other platforms, a small percentage of videos on TikTok generate the majority of views,” according to Pex, “and the largest share of views comes from videos with 1M-10M views.”

TikTok loves modified audio

31% of the tracks on TikTok are speed or pitch-modified.

“The issue with these edited songs is that they are typically not licensed by the creators who upload them,” according to Pex, “so they drive streams for the modified versions over the originals, further exacerbating payment issues for music rightsholders.”

MORE: How do musicians make money on TikTok?

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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