A new study commissioned by TikTok in partnership with Luminate reveals quantifiable connections between TikTok engagement and music industry performance metrics, with data showing the platform’s influence across streaming, chart performance, and consumer spending.
The research combines multiple data sources, including Luminate Connect consumption data, Billboard Global 200 chart data, and U.S. audience insights from Luminate Music 360 and Artist & Genre Tracker studies. The analysis covers the period from December 2023 through September 2024, examining 547 songs that either newly entered the Billboard Global 200 or returned after a minimum one-year absence.
The study surveyed 4,016 respondents for U.S. Music 360 and 4,008 for the U.S. Artist & Genre Tracker from August 2024.
Chart Performance and Virality
The research indicates that 84% of songs entering the Billboard Global 200 in 2024 achieved viral status on TikTok before charting, with an additional 12% going viral simultaneously with or after charting.
The study documents over 50 catalog songs entering the Billboard Global 200 after going viral on TikTok, including tracks like Creedence Clearwater Revival’s “Fortunate Son,” Bill Withers’ “Ain’t No Sunshine,” and The Cranberries’ “Linger.”
One notable example is Alphaville’s “Forever Young,” which “charted on the Billboard Global 200 chart for nine weeks over the summer, reaching a peak of No. 105” after gaining popularity as “the nostalgic soundtrack to compilations of summer memories and throwbacks to younger, carefree years.”
Source: TikTok, Luminate
Streaming Growth and Platform Correlation
Artists whose TikTok engagement strongly correlates with their streaming volumes experience an average of 11% weekly streaming growth, compared to 3% growth for artists with a lower TikTok correlation.
The platform’s “Add to Music App” feature has generated over one billion song saves since its 2024 launch. The report cites specific success stories, including Korn, who saw “a 14% monthly increase in on-demand streams just a week later” following viral TikTok activity, despite not releasing new music since 2022.
Analysis shows that “there is a statistically significant relationship between total TikTok views and streaming volumes for 96% of artists.”
Source: TikTok, Luminate
Consumer Behavior and Monetization
TikTok users demonstrate higher engagement with music consumption across multiple metrics. The research finds these users spend 48% more time streaming music than average U.S. music listeners and are 68% more likely to subscribe to paid music streaming services.
According to the report, “almost two-thirds of music listeners on TikTok are paying users of at least one music streaming service.”
They also spend 62% more on artist merchandise compared to typical music consumers, with the research noting that “TikTok users in the U.S. outspent the average U.S. music listener on live music events by 52% this year.”
Super Fan Demographics and Spending
The study identifies a distinct “super fan” demographic among TikTok users, who represent 27% of the platform’s U.S. user base compared to 15% of the general population.
These super fans show increased spending across categories: 19% higher general music spending, 21% greater live music event expenditure, and 34% more spending on artist merchandise.
The report notes that “U.S. music super fans on TikTok spend more money on music than even the average U.S. music super fan” and are “40% more likely to make music purchases with the specific goal of boosting an artist’s chart position compared to the average consumer who makes music purchases.”
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A new study commissioned by TikTok in partnership with Luminate reveals quantifiable connections between TikTok engagement and music industry performance metrics, with data showing the platform’s influence across streaming, chart performance, and consumer spending.
The research combines multiple data sources, including Luminate Connect consumption data, Billboard Global 200 chart data, and U.S. audience insights from Luminate Music 360 and Artist & Genre Tracker studies. The analysis covers the period from December 2023 through September 2024, examining 547 songs that either newly entered the Billboard Global 200 or returned after a minimum one-year absence.
The study surveyed 4,016 respondents for U.S. Music 360 and 4,008 for the U.S. Artist & Genre Tracker from August 2024.
Chart Performance and Virality
The research indicates that 84% of songs entering the Billboard Global 200 in 2024 achieved viral status on TikTok before charting, with an additional 12% going viral simultaneously with or after charting.
The study documents over 50 catalog songs entering the Billboard Global 200 after going viral on TikTok, including tracks like Creedence Clearwater Revival’s “Fortunate Son,” Bill Withers’ “Ain’t No Sunshine,” and The Cranberries’ “Linger.”
One notable example is Alphaville’s “Forever Young,” which “charted on the Billboard Global 200 chart for nine weeks over the summer, reaching a peak of No. 105” after gaining popularity as “the nostalgic soundtrack to compilations of summer memories and throwbacks to younger, carefree years.”
Source: TikTok, Luminate
Streaming Growth and Platform Correlation
Artists whose TikTok engagement strongly correlates with their streaming volumes experience an average of 11% weekly streaming growth, compared to 3% growth for artists with a lower TikTok correlation.
The platform’s “Add to Music App” feature has generated over one billion song saves since its 2024 launch. The report cites specific success stories, including Korn, who saw “a 14% monthly increase in on-demand streams just a week later” following viral TikTok activity, despite not releasing new music since 2022.
Analysis shows that “there is a statistically significant relationship between total TikTok views and streaming volumes for 96% of artists.”
Source: TikTok, Luminate
Consumer Behavior and Monetization
TikTok users demonstrate higher engagement with music consumption across multiple metrics. The research finds these users spend 48% more time streaming music than average U.S. music listeners and are 68% more likely to subscribe to paid music streaming services.
According to the report, “almost two-thirds of music listeners on TikTok are paying users of at least one music streaming service.”
They also spend 62% more on artist merchandise compared to typical music consumers, with the research noting that “TikTok users in the U.S. outspent the average U.S. music listener on live music events by 52% this year.”
Super Fan Demographics and Spending
The study identifies a distinct “super fan” demographic among TikTok users, who represent 27% of the platform’s U.S. user base compared to 15% of the general population.
These super fans show increased spending across categories: 19% higher general music spending, 21% greater live music event expenditure, and 34% more spending on artist merchandise.
The report notes that “U.S. music super fans on TikTok spend more money on music than even the average U.S. music super fan” and are “40% more likely to make music purchases with the specific goal of boosting an artist’s chart position compared to the average consumer who makes music purchases.”
The full report is available here.