TikTok’s Impact on the Music Industry: How TikTok Transformed Music
TikTok has revolutionized the music industry, becoming dominant in music discovery and marketing.

A new study, released on November 21, 2023, by TikTok and conducted by Luminate, highlights the platform’s role in driving music discovery and streaming activity.

The findings reveal TikTok’s profound impact, with key statistics demonstrating its ability to influence music trends and consumer behavior.

How TikTok Transformed Music: Impact on the Music Industry

1. The Power of Virality

TikTok’s algorithm is designed to surface engaging content rapidly, creating a unique environment where unknown songs and artists can achieve instant fame.

Viral hits such as Lil Nas X’s “Old Town Road,” Doja Cat’s “Say So,” and Benee’s “Supalonely” gained traction on TikTok before dominating mainstream music charts.

This power of virality has opened new avenues for music discovery, enabling artists to reach global audiences quickly and organically.

2. The Rise of User-Generated Content (UGC)

A cornerstone of TikTok’s success is user-generated content.

Millions of videos feature music at their core, with users creating dances, challenges, and memes that amplify songs’ reach.

The organic nature of UGC allows music to spread beyond TikTok, influencing streaming platforms, radio, and live events.

How TikTok Transformed Music: Impact on the Music Industry

3. TikTok Fuels Music Discovery

TikTok’s impact on music discovery is unparalleled.

• Globally, TikTok users are far more likely to discover and share music than users of other social or short-form video (SFV) platforms.
• In the U.S., TikTok users are twice as likely to discover music on Facebook platforms as the average social media user.

4. TikTok Users Generate Streaming Revenue

Engagement with music on TikTok correlates strongly with streaming behavior.

• Globally, TikTok users are significantly more likely to use paid streaming services.
• In the U.S., 62% of TikTok users subscribe to paid music streaming, compared to 43% of overall consumers.
• Increased TikTok engagement—likes, views, and shares—drives higher streaming volumes.

5. TikTok Drives Value Beyond the Platform

TikTok users contribute significantly to the broader music economy.

• Globally, they spend more on music-related purchases compared to average listeners.
• In the U.K., TikTok users spend 49% more on music purchases.
• In the U.S., 38% attended live music events, and 45% bought artist merchandise in the past year—higher than overall music listeners.

How TikTok Transformed Music: Impact on the Music Industry

6. Connecting Local Artists with Global Audiences

TikTok bridges cultural and geographical divides, connecting local artists to global audiences.

• Globally, TikTok users show a strong preference for international music.
• In the U.S., nearly half (46%) of TikTok users listen to music in non-English languages, a 27% increase over general listeners.
• In the U.K., TikTok users are 77% more likely to seek access to global musicians.

7. No Magic Bullet for Virality

While TikTok is a proven launchpad for viral hits, achieving virality remains unpredictable. Ole Obermann, TikTok’s global head of music, emphasizes:

“TikTok is the driving force behind music discovery, with users actively shaping the industry. However, virality requires a combination of engagement, creativity, and timing.”

Nick Lanzafame, VP at Luminate, adds:

“This study highlights TikTok’s significant role in the entertainment ecosystem, showcasing how its users uniquely drive value in the music industry.”

How TikTok Transformed Music: Impact on the Music Industry

Conclusion

TikTok has fundamentally reshaped how music is discovered, marketed, and consumed.

From viral hits to global music connections, the platform continues to redefine industry norms, establishing itself as an indispensable tool for artists, labels, and fans alike.

Photo credit