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# TikTok’s massive music marketing impact confirmed by new study
- URL: https://www.hypebot.com/tiktoks-massive-music-marketing-impact-confirmed-by-new-study/
- Published: 2023-11-21T16:46:55.000Z
- Updated: 2023-11-21T18:39:12.000Z
- Description: 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.. Continue reading [https://www.hypebot.com/hypebot/2023/11/tiktoks-massive-music-marketing-impact-confi
- Author: Bruce Houghton
- Tags: DIY Advice & Tips, Music Marketing, Social Media, Music Business, musicians, TikTok, #wp, #wp-post, #Import 2026-01-21 09:44

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 music discovery and streaming insights, highlighting user engagement, global trends, and music monetization strategies analyzed by Hypebot for the music industry.](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/www-hypebot-com/wp-content/uploads/2023/11/tiktok-luminate-report-2023-pdf.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.

![+108% increase in TikTok users in the UK discovering and sharing new music on social media and streaming platforms.](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/spcdn-shortpixel-ai/spio/ret_img-q_cdnize/www-hypebot-com/wp-content/uploads/2023/11/tiktok-luminate-report-2023-pdf-1.png)

### TikTok helps music make money

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

![TikTok user merchandise purchase rates higher than the average music listener, with 45% of US users buying merch, highlighting the platform's strong influence on music marketing and fan engagement strategies.](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/www-hypebot-com/wp-content/uploads/2023/11/tiktok-merch.png)

![TikTok users attend live music events at higher rates than average music listeners, with notable engagement in the US, UK, Indonesia, Germany, and Brazil, highlighting TikTok's influence on concert attendance.](https://storage.ghost.io/c/3a/95/3a957c06-c825-4057-9939-0a274cc16d23/content/images/spcdn-shortpixel-ai/spio/ret_img-q_cdnize/www-hypebot-com/wp-content/uploads/2023/11/tiktok-live.png)

**Bruce Houghton* is the Founder and Editor of [Hypebot](https://www.hypebot.com/), a Senior Advisor at [Bandsintown](https://www.bandsintown.com/?ref=hypebot.com), President of the[ Skyline Artists Agency](https://skylineonline.com/?ref=hypebot.com), and a [Berklee College Of Music](https://online.berklee.edu/courses/touring-101?ref=hypebot.com) professor.*