New survey confirms TikTok’s major role in discovering new music

Up to 75% of TikTok’s US users say they discover new artists on the platform, and 63% found new music they had not heard elsewhere.

So says a new survey US TikTok Marketing Science, Music Perceptions Research commissioned by the app, which reiterates its rapid influence on global music culture.

The studies were by two independent analytic firms MRC Data and Flamingo Group, the first on TikTok’s impact on music, and the latter on brands.

72% of TikTokers associate certain songs with TikTok, and 67% are more likely to later search out tracks they first heard on the app on a music streaming platform.

The app takes credit for breaking the careers of Lil Nas X, Olivia Rodrigo, Megan Thee Stallion and Doja Cat, and in December reported that over 70 artists who broke on the platform through 2020 went on to sign major label deals.

The research findings on flow-on consequence for advertisers contends that when brands feature songs that TikTokers like in their videos, 68% remember the brand better, and 58% feel a stronger connection to the brand.

Further, 58% are more likely to talk about the brand or share the ad, and 62% admit they are curious to learn about the brand.

The Flamingo report said that seven of 10 users “believe TikTok communities have the power to create change in culture” and 71% of users believe the biggest trends start on TikTok.

Ole Obermann, global head of music at TikTok, said TikTok is the home of music trends that permeate the industry, charts and culture.

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

“From emerging artists to small business owners, the research from MRC Data reinforces that by associating with the right music or sound on TikTok, creators, artists and businesses alike can see a major impact.”

The app’s growing influence obviously correlates with the growing number of users over its rivals.

By February 2021, it was estimated that TikTok had hit 1.1 billion monthly users, up from 680 million in November 2018.

Spotify by comparison has 345 million monthly active users (MAUs) and estimated in a letter to shareholders that it will have 407-427 million MAUs by the end of 2021.

In early July, TMN reported figures from App Annie’s State of Mobile 2021 that YouTube has more monthly users (16 million to 2.5 million) in Australia, but TikTok users have a greater engagement.