80% of TikTok customers uncover new music from the app
Photo credit: Solen Feyissa
TikTok is absolutely huge and enables content beyond the short videos in their app. TikTok claims they are number 1 for music discovery.
TikTok is now a must. It’s such an influential app that not only has billions of users, but similar apps like Triller are exploding, and huge platforms like Instagram and YouTube have introduced their own similar features in reels and shorts.
In a recent study by TikTok themselves, they looked at the cultural impact they have with such a large part of the world on the apps they create and view every day. In particular, TikTok was trying to figure out how a number of users in France, Germany, Italy, and Spain interact with music on the app.
Their study found that 80% of the surveyed users “discover new music on the platform and that it is number 1 for music discovery – more than other digital platforms, streaming services and friends”. An incredibly bold claim considering the potential of music discovery on platforms like YouTube and the emphasis on discovery through playlists and recommendations on the top streaming services like Spotify.
If the results are correct, it is likely due to the accessibility of TikTok. Users go to Spotify when they want to specifically listen to music, but TikTok viewers just go there to browse, see what’s new, and relax. TikTok announced that 56% of its experiences came from the “For You” section, which presented content to users that their algorithm decided would be most appealing to them.
Music is huge on TikTok and the app has the potential to take artists to the top and spread new music. With a huge music library – including RouteNote artists – any TikTok creator can browse a huge library of songs and use them as the soundtrack for their videos. This has spawned big trends where all users dance to a track or memes that use a particular song as a soundtrack. This has led to the mainstream success of many artists in recent years.
According to their study, 4 out of 5 users are more likely to share a video if it has an element of nostalgia, which is why the guy listening to Fleetwood Mac got so massive. In general, they found that almost half of their users add new music they discover on the app to their favorites. About 46% look at the artist’s profile after hearing them, and 43% then follow them.
It is clear that TikTok will stay here and its impact on the music industry is irrefutable. If you’re an artist looking to get your music available on TikTok, with the potential to reach millions of new listeners on YouTuber videos, then look no further. You can distribute your music to TikTok for free with RouteNote and get paid every time your music is used.