Study shows TikTok really is where music starts – 75% of its users discover new artists via the platform

Various brands are also finding that using music in their ads cultivates a closer relationship with users.

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A new study commissioned by TikTok and undertaken by MRC Data and Flamingo suggests that the social media platform’s influence on culture and music is growing.

MRC Data found that most TikTok users are discovering new music on the platform that they don’t hear anywhere else. 75 per cent of users say they discover new artists through TikTok and 63 per cent hear new music on the app that they’ve never come across before. This has also sparked the “Heard it on TikTok” moment, the company says, whereby 72 per cent of its users agree that they associate certain songs with TikTok.

Moreover, brands are noticing TikTok’s impact, too. According to MRC Data’s research, when a brand features songs that TikTokers like in their videos, 68 per cent of users say they better remember that brand. In addition, 58 per cent of users say they feel a stronger connection to the brand; 62 per cent say they’re curious to learn more about the brand, and 58 per cent of users say they’re more likely to talk about the brand or share the ad.

The main caveat with some of this data is that it’s not indicated how many users were surveyed in the undertaking of the study.

TikTok info

Speaking on the connection between TikTok and music, the company’s global head of music, Ole Obermann, said: “TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community.

“TikTok is the home for music trends that permeate the industry, charts, and culture. From emerging artists to small business owners, the research from MRC Data reinforces that by associating with the right music or sound on TikTok, creators, artists and businesses alike can see a major impact.”

According to Music Business Worldwide, TikTok currently has more than double the number of active global users than Spotify with 732 million active users. Couple this statistic with the data above, and it may seem evident that TikTok has rapidly grown into a platform that labels, musicians and streaming services should be keenly observant of.

TikTok’s research continues into its impact on culture, which you can read in the full blog post.


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