We know about the strong link between TikTok virality and listening spikes on streaming services. Now Spotify and TikTok are exploring whether the short-video app can also drive growth in paid subscriptions.
The two companies have launched a marketing campaign offering three or four months access to Spotify Premium for TikTok users in the UK, France, Germany, Italy, Spain, Poland and Turkey. The length varies by country, and people can only take it up if they have not previously subscribed to Spotify Premium. It will be promoted across some of TikTok’s most used features, including its ‘For You’ and ‘Discover’ feeds.
The offer builds on TikTok’s existing use of Spotify for a set of official playlists: ‘TikTok Hits’, ‘TikTok Trends’, ‘TikTok Greatest Hits’ etc. While those are available on rival DSPs too (Apple Music for example) the sight of Spotify and TikTok partnering on subscriptions marketing will give those rivals something to think about.