It’s not just Twitch that is commissioning research to show how marvellous it is for the music industry. TikTok is doing the same. Yesterday, it published the results of a study it conducted across the UK, France, Germany, Italy and Spain about how its users interact with music.
According to TikTok, 80% of them say “they discover new music on the platform and that it is the number #1 place for music discovery – more than other digital platforms, streaming services and friends”. It added that 56% of that discovery is happening in its famous For You feed.
Other data points from the research: after listening to new music on TikTok, 47% add tracks to their favourites; 46% view the artists’ profiles; and 43% follow them on the app. “Our community often research, stream, and buy songs they hear while browsing the app,” said its head of music operations UK Paul Hourican.