{"id":103347,"date":"2025-02-17T09:40:03","date_gmt":"2025-02-17T09:40:03","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=103347"},"modified":"2025-02-17T09:40:09","modified_gmt":"2025-02-17T09:40:09","slug":"does-tiktok-drive-viral-music","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/does-tiktok-drive-viral-music\/","title":{"rendered":"Does TikTok drive viral music?"},"content":{"rendered":"\n

Latest reports highlight insights on TikTok’s influence on music success.<\/span><\/h2>\n\n\n\n

TikTok has become a dominant force in music discovery, often propelling songs and artists careers. However, two recent reports offer contradictory insights about TikTok\u2019s real influence on the music industry.<\/p>\n\n\n\n

Duetti\u2019s \u2018Music Economics Report\u2019<\/h3>\n\n\n\n

The first report<\/a>, published by music-fintech company Duetti, suggests that TikTok\u2019s role in long-term music success is overstated. According to their findings, less than 1% of all songs<\/strong> on TikTok achieve viral status, with only 15%<\/strong> of these experiencing long-term streaming growth on streaming platforms like Spotify <\/a>and Apple Music<\/a>.<\/p>\n\n\n\n

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Image credits: Duetti<\/a><\/em><\/figcaption><\/figure><\/div>\n\n\n\n

In this instance, viral success is defined as a track\u2019s TikTok video creations doubling within a month, with at least 250,000 total creations. Long-term streaming growth is considered an increase of over 30% in average Spotify streams four months after the viral moment. <\/p>\n\n\n\n

Duetti\u2019s data suggests that while TikTok can be a powerful promotional tool for many independent artists to reach new audiences, it does not guarantee longevity. Additionally, TikTok\u2019s estimated payout per 1,000 video creations (made to one track) is lower than that of major streaming platforms, making it clear why UMG previously pushed back<\/a> against licensing music to the platform.<\/p>\n\n\n\n

It is crucial to remember that there are typically many variables at play when estimating payouts per stream<\/a> (or per video creation in this instance), and so any estimate has to be taken with a pinch of salt.<\/p>\n\n\n\n

TikTok and Luminate\u2019s \u2018Music Impact Report\u2019<\/h3>\n\n\n\n

In contrast, TikTok\u2019s study in partnership with Luminate paints a much more favourable picture for the platform. The \u2018Music Impact Report<\/a>\u2019 considers the platform\u2019s impact on the music industry across metrics such as music discovery, consumption, chart success, and contribution to industry revenues.\u00a0<\/p>\n\n\n\n

Key findings from the report include:<\/p>\n\n\n\n