What could TikTok’s US ban mean for music discovery?
If TikTok goes dark in the US, where will music fans turn?
Let’s be real, it’s unlikely TikTok will be going anywhere. The platform has been given numerous extensions to its original divest-or-sell ban, and the current deadline is set for September 17. With Trump hinting he’d be willing to extend the deadline again, chances are TikTok sticks around. But still, what if it is banned? What could that mean for music discovery? Well, that’s the question that Luminate Data has been answering.
TikTok’s power in music discovery
There’s no denying it. TikTok has reshaped how people discover music. It has given unknown artists the platform to explode and pushed older tracks back into the spotlight. TikTok even leaned into this role earlier this month with its first major campaign focused purely on highlighting its role in music discovery.
In fact, a TikTok and Luminate report revealed that in 2024, 84% of songs that hit the Billboard Global 200 first blew up on TikTok. With that being said, Duetti’s research suggests that going viral doesn’t always convert into a long-term music career.
Now, Luminate’s Q2 2025 report shows that one third of US social media users use TikTok for discovering and engaging with music-related content. That’s millions of users, and a massive hole to fill if the app does disappear.
Who stands to benefit if TikTok does disappear?
If TikTok does go dark in the US, most users will simply spend more time on another short-form video platform according to Luminate’s research.
When it comes to where they’d head, YouTube Shorts leads the way with 50% of users who would spend more time here. Instagram Reels followed closely in second (48%), before more significant drops to Facebook Reels (37%) and Snapchat Spotlight (17%).
This makes sense too. Artists already have established fanbases on Shorts and Reels. Not to mention, these platforms can already offer an experience most similar to TikTok. Take Instagram for example, who has been steadily rolling out TikTok-style features, such as faster playback speeds, reposts, and the ability to link a series of Reels together.
What if TikTok doesn’t disappear in the US?
Like we said: chances are, TikTok isn’t going anywhere. However, in a scenario where TikTok stays in the US under new ownership, music fans are likely to stick around too. 72% of TikTok music fans say they’d stick around, slightly higher than the average US user (68%).
Still, 28% of music fans say they’d walk away no matter what. That opens doors for other platforms.
What this means for artists and the music industry
TikTok has become a cornerstone of music discovery. For artists and creators, TikTok’s uncertain status has been troubling. But with Luminate’s findings, you can find some reassurance. Music fans aren’t giving up on short-form video, even if TikTok disappears. They’ll just spend more time elsewhere, and that means music discovery could switch too.
For the industry, the lesson is clear: don’t put all your digital marketing eggs into one social media basket. We’ve said it before, diversifying your online presence is key. Whether TikTok thrives, changes hands, or even fades out, artists who spread their content across multiple platforms will be best prepared.
Still, music fans will keep scrolling, sharing, and finding their next obsession with or without TikTok.