TikTok Users Show Strong Support for Live Music and Streaming Services

TikTok, in collaboration with Luminate, has released a new study highlighting how the platform's users engage with music beyond the app. Notably, the research indicates that TikTok enthusiasts are more inclined to attend live performances and subscribe to music streaming services compared to other music listeners.

Understanding TikTok's Influence on Music Consumption

The platform is often credited for song discoveries and has now shown that its influence extends to encouraging users to spend on various music-related activities. The study was intended to underline the positive impact TikTok has on the music industry's revenue streams, including concert attendance, streaming subscriptions, and artist merchandise.

TikTok's Contribution to the Music Industry

In the UK, the study found that 45% of TikTok users attended live music events in the past year against the general listener rate of 35%. The trend in the US showed a similar pattern, indicating TikTok's potential in driving concert sales. This will be put to test in TikTok's upcoming in-person music event with renowned artists on the lineup. The live music scene has seen a resurgence post-pandemic, with more concert-goers and artists like Taylor Swift, Beyoncé, and Drake leading the charge.

Further insights revealed a higher percentage of TikTok users in the US, 62%, who pay for music streaming services, as opposed to 43% of general consumers. Additionally, 45% of TikTok's American users reported purchasing merchandise from artists, surpassing the 35% of other music listeners. Such statistics suggest TikTok's user base significantly contributes to the music industry financially.

The implications of these findings are critical for TikTok as it seeks to expand its music streaming offerings in new markets, along with features that link the app to other streaming platforms. Ultimately, TikTok users' spending habits on music-related goods and services offer a promising outlook for the industry.

music, streaming, concerts