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Report Shows TikTok’s Impact on Music Promotion Is Greater Than Ever

Report Shows TikTok’s Impact on Music Promotion Is Greater Than Ever

While the initial TikTok craze of the pandemic has passed, new data shows that the app remains the #1 platform for driving streams, building superfans, and launching hit songs.

The latest TikTok x Luminate Music Impact Report proves that TikTok continues to be a powerhouse for independent artists looking to promote new music and grow their fanbases.

If you’ve wondered whether TikTok music promotion is still worth it this year — the research says shows that the answer is an emphatic yes.

Below, we break down the report’s biggest insights and explain exactly what they mean for artists using TikTok to promote their music.

TikTok Leads Global Music Discovery

TikTok remains the #1 place where fans discover new music. According to the report:

U.S. TikTok users are 74% more likely to discover and share new music than the average social or short-form video userMusic Impact Report – Final-2.
54% are more likely to listen to an album the day it drops — meaning TikTok users don’t just find songs; they follow through to full-album listening.
Half of all TikTok users enjoy watching artist-related videos like interviews and behind-the-scenes clips, making the platform a goldmine for storytelling and fan connection.

*Source:* *TikTok x Luminate Music Impact Report*

This means TikTok is still your most powerful discovery engine — not just for viral sounds, but for building a long-term fan relationship around your story.

TikTok Fans Stream, Save, and Spend More

The data shows that TikTok users convert better than any other listener group:

They are 68% more likely to pay for music subscriptions
They spend 48% more time streaming music than average listeners.
The “Add to Music App” feature — which lets fans save TikTok songs directly to Spotify or Apple Music — has generated over 1 billion song saves since its 2024 rollout.

And it doesn’t stop there:

TikTok users spend 46% more money on music overall,
52% more on concerts, and
62% more on artist merch than the average listener

TikTok is full of superfans who not only listen — they buy, stream, and show up.

Related article: How does TikTok for Artists work?

TikTok Attracts High-Spending Superfans

Superfans are the lifeblood of an artist’s career — and TikTok is where they live.

U.S. TikTok users are nearly twice as likely to be music superfans (27% vs. 15% of the general population)

Superfans on TikTok spend 19% more on music, 21% more on live events, and 34% more on merch than average superfans

For artists, this means TikTok isn’t just about reach — it’s about depth. The fans you build here are the ones who’ll follow your career for years.

TikTok Drives Real Streaming Growth

The report found that TikTok engagement directly impacts streaming performance across platforms:

96% of artists analyzed saw a statistically significant link between TikTok views and streaming volumes
After a spike in TikTok activity, artists experienced an average 11% increase in streams within three days.
Artists whose TikTok engagement stays high week-to-week — “TikTok-correlated artists” — grow 11% per week, compared to just 3% for others