TikTok13th February 2025: Today, TikTok publishes the Music Impact Report, the second music impact report commissioned by TikTok in partnership with Luminate, the trusted source of entertainment data and research.
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 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, super fans and chart success. The report - which studied U.S. and global data - concluded that 'TikTok is a key driver of music discovery, monetization and chart success'.
The report also includes analyses of artist success stories on TikTok - studying examples of superstar artists, breakthrough artists and catalogue artists - including Chappell Roan, Sabrina Carpenter, Korn and Alphaville.
The report's key findings include:
TikTok Drives Music Discovery
- U.S. 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
TikTok Generates Value Off-Platform
- U.S. music listeners who use TikTok are 68% more likely to use a paid-for music streaming subscription than the U.S. 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 U.S. music listener.
TikTok Attracts High-Spending Music Super Fans
- U.S. music super fans are almost twice as likely to be on TikTok.
- U.S. music super fans on TikTok spend more money on music than even the average U.S. music super fan
TikTok Positively Impacts Music Streams
- 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 just 3% for the other artists.
- TikTok total views are significantly related to streaming volumes for 96% of artists analysed.
TikTok Impacts Chart success
- 84% of all songs that entered the Billboard Global 200 this year 'went viral' (i.e. 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. 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," said Ole Obermann, Global Head of Music Business Development at TikTok.
"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. In analyzing 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.", said Nick Lanzafame, VP, Head of Research at Luminate.
The Music Impact Report 2024 is an analysis of the impact of the app and the unique role that TikTok and its users play in the music ecosystem. The report studies both US and global data*, including Luminate metrics, TikTok metrics and the Billboard Global 200 Chart.
For the full report click here.
*Data studied included:
Consumption Data: Luminate Connect
Chart Data: Billboard Global 200
Audience Insights: Luminate Music 360 and Artist & Genre Tracker Studies in the U.S.
TikTok Engagement: Provided by TikTok
TikTok Virality: Provided by TikTok
