TikTok has published the Music Impact Report, the second such study commissioned by the short-form video platform in partnership with Luminate.
The Music Impact Report – which analyses data from 2024 – considers the impact that TikTok and its users have on the music industry and artists in terms of music discovery, consumption, chart success, and the contribution to industry revenues.
The report studied TikTok and its users' impact on artists and the music industry across a number of areas, including music discovery, off-platform value generation, music streams, superfans and chart success. The report – based on US and global data - concluded that “TikTok is a key driver of music discovery, monetisation and chart success”.
The report also includes analyses of artist success stories on TikTok – superstar artists, breakthrough artists and catalogue artists – including Chappell Roan, Sabrina Carpenter, Korn and Alphaville.
The report's key findings include:
• US TikTok users are 74% more likely to discover and share new music on social and short-form video platforms than the average short-form video user
• US music listeners who use TikTok are 68% more likely to use a paid-for music streaming subscription than the US general population
• TikTok's Add To Music App feature has generated more than one billion track saves since its roll out in 2024
• TikTok users in the US spend 46% more money on music each month than the average US music listener.
TikTok's Add To Music App feature is already positively influencing artist success and chart placements
Ole Obermann
• US music superfans are almost twice as likely to be on TikTok.
• US music superfans on TikTok spend more money on music than even the average US music super fan
• TikTok-correlated artists experience higher growth in their on-demand streaming over the year versus artists whose TikTok engagement is less related to streaming volumes. On average, TikTok-correlated Artists see an 11% week-over-week streaming growth rate compared to 3% for the other artists.
• TikTok total views are significantly related to streaming volumes for 96% of artists analysed.
• 84% of all songs that entered the Billboard Global 200 this year 'went viral' (ie had a period of high engagement) on TikTok beforehand
"TikTok's role as a driver of music discovery and artist success is already well known,” said Ole Obermann, global head of music business development at TikTok. “However, Luminate's report goes even further in laying out the many ways in which TikTok and its community of highly engaged and high-spending music fans are proven to drive incremental revenues, chart success, and added value to artists and the music industry.
"TikTok's Add To Music App feature, which rolled out in 2024, has already generated well over a billion track saves – and many billions more streams – on music streaming services. It is already positively influencing artist success and chart placements, and the most exciting thing is that we are just getting started."
“TikTok engaged the Luminate Insights team to better understand the impact of TikTok fan engagement on the larger music ecosystem,” said Nick Lanzafame, VP, head of research at Luminate. “In analysing both TikTok's proprietary fan data and Luminate's global music data, the resulting report provides a comprehensive and robust look at TikTok’s role within the broader music ecosystem, including its effect on music discovery, its relationship to artist performance and the contributions of its unique users to the music industry. Luminate is committed to being the most trusted and objective data and analytics partner for all of entertainment, and we are pleased to have been selected by TikTok for collaboration on this project."
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