TikTok clearly is a big player in music as up to 75% of their U.S. users say they discover new artists via the platform, a huge figure.
As per The Music Network, the date comes from a new survey, titled US TikTok Marketing Science, Music Perceptions Research, which was commissioned by TikTok. Two independent analytic firms, MRC Data and Flamingo Group, conducted the studies.
And the platform’s undeniable influence on music has been cemented by the survey’s findings. 72% of TikTok users say they associate specific songs with TikTok, while 67% say they’re more likely to later search for tracks they first heard on the app on another music streaming platform.
TikTok has previously helped boost the careers of famous artists such as Lil Nas X, Olivia Rodrigo, Megan Thee Stallion, and Doja Cat. In December, it was reported that over 70 artists who found their break on TikTok in 2020 went on to be signed by a major label.
Brands were also studied. The findings discovered that when brands feature songs that TikTok users like in their videos, 68% remember the brand better, while 58% feel a stronger connection to the brand. 58% say they’re more likely to share the advert, and 62% say they’re curious to learn more about the brand.
The report by the Flamingo Group also found that seven of 10 TikTokers “believe TikTok communities have the power to create change in culture”, while 71% of users believe the biggest trends start on the platform.
The rapid rise in TikTok’s influence makes sense when the increasing number of its users are considered. By February of this year it was estimated that the platform had 1.1 billion monthly users, a remarkable rise from 680 million in November 2018.
Never miss industry news
Get the latest music industry news, insights, and updates straight to your inbox. Learn more
To put that in perspective, Spotify has 345 million monthly active users and estimates that figure will only rise to 407-427 million monthly active users by the end of this year.
For more on this topic, follow The Industry Observer.