What impact does TikTok have on music? TikTok blows its own horn.
We must be careful when a company issues a report that touts how well it is doing in a specific area. In this case, it’s a study of music on TikTok conducted by…TikTok.
Okay, we’ll bite. Here’s what the company’s 2024 Music Impact Report says.
- TikTok success leads to chart success. The report says that 84% of songs on Billboard’s Global 200 chart last year “went viral on TikTok” first.
- In the US, TikTokers spend 48% more time streaming music audio than average music fans.
- US TikTokers spend 62% more on artist merch and 52% on live events.
- US TikTokers are also 68% more likely to subscribe to a streaming music service.
- These users are also 54% more likely to listen to an album the day it’s released.
- Then there’s this: “TikTok total views are significantly related to streaming volumes for 96% of artists analyzed.” I’m not sure what that means, but it sounds important.
There’s more, but you get the idea. So yes, TikTok is important to music. But is music more important to TikTok?
