TikTok is determined to launch its own streaming music service. Why? Because when anyone hears a song as part of a TikTok video has to leave the app to hear the whole track. There’s money to be made by keeping users on the platform longer.
ByteDance, TikTok’s parent company, already had a streamer called Russo operational in Brazil, India, and Indonesia. Its name has since been changed to “TikTok Music” and registered as a trademark in bunch of territories. Brazil and Indonesia became the first official TikTok Music countries earlier this month. Yesterday, it launched in Mexico, Singapore, and Australia.
TikTok Music is not wide open yet. It’s a “closed beta,” meaning users having to be invited in. Those who accept the invitation have a free three-month premium subscription that comes in three tiers: individual, student, and family.
Why the focus on Asia-Pacific? TikTok believes that’s the area that shows the greatest growth potential. Australia has been used as a test market for several offerings and features.
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