Music Industry

A new music marketing study of TikTok shows just what a monster the platform is.

Next to AI, TikTok is the biggest new thing in the music industry these days. Luminate, the company tracks all things recorded music, conducted a study into TikTok’s impact of music marketing, discovery, and perhaps most importantly, monetization. Here’s what we learned.

  • 62% of TikTok users for a streaming music service. Compare that to 43% of all music consumers.
  • Then again, 8% of TikTokers attended a live music event in the last 12 months (seems low, doesn’t it?) Compare that to 33% of all music listeners.
  • However, 45% of TikTok users have bought artist merch. That’s significantly more than the 35% of purchases made by all music listeners.
  • 46% of TikTok users listen to music that’s not in English. Everyone else? About 27% of listening time is devoted to non-English music.
  • A solid third of TikTok users need to have access to global music.

Here are some handy graphics (via Hypebot):

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 38457 posts and counting. See all posts by Alan Cross

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