TikTok's influence on popular music is by now undeniable, as challenges and trends on the video-sharing app routinely propel songs up the music charts and turn emerging artists into stars. But song uses on TikTok don't automatically translate to streams, and artists and executives have had little data to understand how songs go from being popular on TikTok to becoming a hit beyond it.
A new study by TikTok and MRC Data released today (July 21) provides some answers.
According to the results of the study, which was conducted on U.S. TikTok users in November 2020, 67% of TikTok users are likely to seek out a song they heard and connected with on TikTok on a music streaming platform. The study also reflects TikTok's reputation as a destination for music discovery, as three-quarters of TikTok users discover new artists through the platform, and 63% of users heard new music on the platform they had never heard before.