75% of TikTok Users Discover New Artists Via The Platform

Image credit: Solen Feyissa

A new report from MRC Data details that 75% of its US users discover new music and artists via their app.

TikTok is continuing to dominate the music industry and prove that it is one of the leading platforms for new music discovery. The app is also continuing to grow in popularity, of October 2020 they had 732 million monthly active users (MUA’s) worldwide, a number that is expected to surpass a billion over the next year, according to MBW

TikTok’s influence and impact have even lead to established platforms such as YouTube and Instagram to add new features, such as Reels and Shorts to combat its rising popularity. 

A new report called ‘US TikTok Marketing Science, Music Perceptions Research’, which was commissioned by MRC Data has unveiled some interesting statistics. 

It has revealed that 75% of its US users say they discover new music via TikTok and that 63% of TikTok users have heard new music (music they’ve not heard before) on the app. The report also highlighted that 67% of users say they are more likely to seek out a song they heard on TikTok via another music platform. Interestingly 72% of TikTok users agree that they associate certain songs specifically with the app. 

The statistics match the platform’s end goal to become a leading global partner for the music business. As TikTok’s Global Head of Music, Ole Obermann explained in February to Music Business Worldwide: “The dream is that an artist is able to find their voice and find that first community on TikTok, and then they become famous enough where they are able to get a record deal or perhaps even a publishing deal off the back of that and go on to become a superstar musical artist and creator.”

This is mirrored by the platform’s own report that said that over 70 artists had received major label deals thanks to their success on TikTok.

Speaking on the recent MRC Data report Obermann said: “TikTok has become an integral part of music discovery, connecting artists to their fans and introducing brands to every corner of the community.” Adding: “TikTok is the home for music trends that permeate the culture, industry, and charts. “From emerging artists to small business owners, the research from MRC Data reinforces TikTok’s position at the forefront of providing opportunities to creators and artists alike.”

Love or loathe the app, it is undeniably changing the landscape of short-form video and music, in fact, it recently surpassed 3 billion downloads, the first non-Facebook app to do so. In addition to this, they’re breathing heavily down the necks of YouTube, arguably their biggest competitor. It was recently reviewed that TikTok surpassed YouTube in both the US and UK for average time spent per user, per month. 

Music journalist and photojournalist based in Cornwall.

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