75% of TikTok’s customers say they uncover new artists on the platform


TikTok has more than twice as many active users worldwide as Spotify.

We know this because – as MBW reported three months ago – TikTok confirmed that it had 732 million monthly active users (MAUs) worldwide as of October 2020.

MBW estimates the platform comfortably has over 800 million MAUs today and will exceed a billion in the next year.

The power of this magnitude for the music business was demonstrated once again today (July 21) with a new report from TikTok that shows that 75% of US users say they discover new artists through the platform.

These statistics come from a study called US., Which TikTok commissioned from MRC Data in November 2020 Tick ​​tock Marketing science, music perception research.

Other important result of research: 63% of Tick ​​tock Users say they have heard new music (that they have never heard before) on Tick ​​tock.

These statistics fit TikTok’s longstanding pursuit of becoming a leading global partner for the music business.

In a conversation with MBW in February, Ole Obermann, Global Head of Music at TikTok, outlined TikTok’s vision of being a prominent music discovery and A&R platform.

“The dream is that an artist will be able to find their voice and find that first community on TikTok and then get famous enough to get a record deal or maybe even a publishing deal and move on to be a superstar music artist and – to become a creator, ”he said.

The latter goal of being an unsigned source of talent for the music industry was highlighted in December when TikTok reported that over 70 artists who went bankrupt on the platform during the course of 2020 have signed major label deals.

TikTok Says New Research From MRC Data “Unveils The Power Of Music” Tick ​​tockwhich illuminates the meaning and effect of music for brands and the creative community alike. “

According to the report, 67% of TikTok users say they are more likely to search for a song they heard on TikTok on a music streaming platform, while 72% of TikTok users agree that they associate certain songs with TikTok in particular.

“Music and sound play a huge role in our lives and brands are taking advantage of that Tick ​​tock‘s Sound on Environment to connect with your community in new and engaging ways, ”says TikTok.

“When brands embrace music and collaborate with artists on the platform, they see a far-reaching halo effect of cultural relevance and brand love.”

Commenting on the report’s release, Ole Obermann, Global Head of Music at TikTok said, “TikTok has become an integral part of music discovery, connecting artists with their fans and introducing brands to every corner of the community,” said

“TikTok is home to music trends that permeate culture, industry and charts.

Ole Obermann TikTok

“TikTok has become an integral part of music discovery, connecting artists with their fans and bringing brands to every corner of the community.”

Ole Obermann, TikTok

“From aspiring artists to small business owners, MRC Data’s research strengthens TikTok’s position at the forefront of providing opportunities for creators and artists alike.”

TikTok’s latest music discovery stats on its platform follow the recent release of a report by respected analytics firm App Annie that said TikTok has overtaken YouTube in both the US and UK in average time per user per month as of May 2021 Android.

However, YouTube is still the world’s largest video streaming platform with more than 2 billion logged in users playing music through their service every month.

Last week it was confirmed that TikTok now has 3 billion lifetime installs worldwide from the App Store and Google Play.Music business worldwide

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