No longer just home to dance challenges and viral memes, TikTok has evolved into a major player in the music industry—redefining how tracks are discovered, shared, and turned into global hits. With over a billion users and a powerful recommendation algorithm, the platform has become a launchpad for emerging artists, a revival tool for older songs, and a bridge connecting musicians with their fans on a deeper level.
The 2024 Music Impact Report, commissioned by TikTok and Luminate, reveals key insights that independent artists and music labels can’t afford to ignore. This report offers a clear view of how TikTok is influencing the industry—and how creators can leverage it to grow their reach, engage audiences, and thrive in today’s fast-paced digital music landscape.
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TikTok Drives Music Discovery
TikTok has evolved into more than just an entertainment app—it’s now a powerful engine for music discovery. In fact, U.S. TikTok users are 74% more likely to find and share new music on social and short-form video (SFV) platforms compared to the average SFV user. This heightened level of musical engagement sets them apart, with 54% more likely to stream a new album the day it’s released, showcasing their passion for staying ahead of the curve.
But TikTok users don’t just listen—they immerse themselves in the music experience. Half of U.S. TikTok users regularly watch content about music artists, from interviews to behind-the-scenes footage, a figure that’s 47% above the norm for other social and SFV platform users.
A striking example of TikTok’s impact is Chappell Roan. Though her debut album dropped in 2023, it wasn’t until 2024—when her music took off on TikTok—that her popularity soared. Viral trends powered by her tracks helped catapult her to become the third most-streamed female pop artist in the U.S. by September.
TikTok Generates Value Off-Platform
TikTok’s influence reaches far beyond its own platform, generating substantial benefits for the wider music industry. In the U.S., TikTok users are 68% more likely to pay for a music streaming subscription than the average American listener. In fact, nearly two-thirds of music fans on TikTok are subscribers to at least one premium streaming service—highlighting how the app helps convert casual listeners into paying supporters.
This heightened involvement doesn’t stop at subscriptions. U.S. TikTok users spend 48% more time streaming music compared to the average listener, reflecting a deeper connection with the content they discover. A prime example of this is TikTok’s “Add to Music App” feature, which launched in 2024 and has already surpassed a billion song saves. By letting users instantly save songs from TikTok to their favorite music platforms, the feature acts as a bridge between discovery and long-term engagement—boosting streams, visibility, and revenue for artists across the board.
Sabrina Carpenter’s 2024 album Short n’ Sweet is a standout case of how TikTok drives off-platform impact. With a strategic campaign involving exclusive TikTok content and immersive experiences, her singles “Espresso” and “Please, Please, Please” saw viral success. The TikTok buzz translated into a spike in “Add to Music App” saves, massive streaming numbers, and a Billboard 200 No. 1 debut in the same week the campaign peaked. Carpenter’s dominance on the platform earned her the title of TikTok’s most-viewed artist in the U.S. for 2024—proof of how a well-timed TikTok strategy can translate into real-world chart success.
TikTok Attracts High-Spending Music Super Fans
TikTok has become a hub for music super fans—the most devoted and enthusiastic segment of music listeners. These passionate fans are known for their heavy investment in live concerts, physical albums, artist merch, and premium streaming subscriptions.
In the U.S., 27% of TikTok users classify themselves as music super fans—almost double the 15% found in the broader population. This high concentration makes TikTok a powerful tool for artists looking to engage with their most loyal and active audience.
The purchasing influence of these super fans on TikTok is substantial. On average, they spend 46% more per month on music than the typical American listener, with a 52% greater spend on live performances and a 62% boost in merchandise purchases.
TikTok Positively Impacts Music Streams
TikTok continues to show a clear and measurable influence on music streaming behavior. Data analysis indicates a statistically significant link between TikTok activity and on-demand streaming performance for 96% of the artists examined.
When TikTok engagement surges, artists typically see an average 11% boost in on-demand streams within just three days—highlighting the platform’s ability to turn viral moments into real-world listening.
A strong example of this trend is the band Korn. Even without releasing new material since 2022, Korn’s music experienced a major revival in 2024 as a result of trending TikTok content. These viral moments drove notable increases in their streaming numbers, underscoring TikTok’s power to reignite interest in legacy artists.
Additionally, Korn witnessed a marked rise in “Add to Music App” actions that paralleled their on-demand streaming growth, reinforcing the connection between TikTok engagement and cross-platform music consumption.
TikTok Impacts Chart Success
TikTok’s role in shaping the music charts has become impossible to ignore. In 2024, a remarkable 84% of tracks that debuted on the Billboard Global 200 had already experienced a viral surge on TikTok, making the platform a powerful indicator of future chart performance.
But TikTok’s impact extends beyond fresh releases. It’s also a catalyst for the revival of older songs. In 2024 alone, more than 50 catalog tracks climbed onto the Billboard Global 200 after trending on the app—demonstrating TikTok’s unique ability to spark cross-generational rediscovery.
A standout example is Alphaville’s 1984 classic “Forever Young.” The song found renewed popularity thanks to TikTok, driving a spike in streams and securing a nine-week presence on the Billboard Global 200—decades after its original release.
Frequently Asked Questions
How does TikTok influence music streaming numbers?
TikTok has a direct and measurable effect on music consumption. When a song goes viral on the platform, it typically sees a spike in on-demand music streams—on average, an 11% increase within three days of peak TikTok activity.
Can older songs trend on TikTok and re-enter music charts?
Absolutely. TikTok often brings older tracks back into the spotlight. In 2024 alone, over 50 catalog songs entered the Billboard Global 200 thanks to renewed popularity on TikTok.
What percentage of new Billboard Global 200 entries were influenced by TikTok in 2024?
A staggering 84% of the songs that entered the Billboard Global 200 in 2024 experienced viral moments on TikTok beforehand, proving the platform’s growing role in determining chart success.
Does TikTok engagement lead to more than just streams?
Yes. Increased TikTok activity also correlates with more user actions like saving songs to music apps, indicating a deeper level of listener intent beyond casual plays.
Can artists benefit from TikTok even if they haven’t released new music recently?
Yes. Artists like Korn, who hadn’t released new material since 2022, saw a resurgence in streams in 2024 solely due to TikTok trends around their older songs.
Is TikTok equally effective for new and established artists?
TikTok benefits both emerging and established artists. While it can launch new talent to stardom, it also revives interest in classic tracks and veteran musicians, often introducing them to new generations of listeners.
Conclusion
The 2024 Music Impact Report makes one thing clear: TikTok has evolved far beyond a typical social media app—it’s now a crucial asset for artists and labels aiming to succeed in today’s music landscape. For independent artists and smaller labels competing with industry heavyweights, TikTok provides an equalizing platform that allows them to reach audiences directly and build genuine fan engagement on their own terms.