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):
