In recent years, TikTok has emerged as a crucial platform for music promotion, capable of turning unknown tracks into viral phenomena. However, recent studies indicate that virality on TikTok does not always translate into sustainable streaming growth on other music platforms.
The Disconnect Between Virality and Streaming Growth
A 2025 report by Duetti, titled “Music Economics Report”, analyzed the impact of virality on TikTok compared to streaming growth on digital services like Spotify and Apple Music. The results show that, of the less than 1% of songs that go viral on TikTok, only about 15% experience long-term growth in streaming on other platforms. This suggests that most viral songs on TikTok fail to maintain sustained growth in streams outside of the platform.
Another study, conducted in 2024, examined the effect of a song's presence on TikTok on its demand on music streaming services. Using a quasi-natural experiment, researchers found that removing songs from TikTok led to a 2–3% increase in streams on audio platforms for the affected songs, indicating substitution effects. However, this average effect masks significant heterogeneity: older songs and those with less promotional support elsewhere saw a decrease in streaming consumption, suggesting that TikTok helps consumers discover or rediscover non-featured content.
Implications for Artists and Labels
These findings have important implications for artists and music industry professionals. Relying solely on virality on TikTok as a promotional strategy may not ensure sustainable growth in listenership on other platforms. It's essential to integrate campaigns on TikTok with broader marketing strategies, including promotions on other social platforms, curated playlist collaborations, and direct fan engagement.
Additionally, the very structure of TikTok, focusing on short music clips, may not incentivize users to search for and listen to full versions of the songs on traditional streaming platforms. Therefore, artists and record labels must consider how to convert the attention received on TikTok into streams and revenue on other platforms.
Choose the right strategy!
While TikTok remains a powerful tool for music discovery and promotion, its ability to generate sustainable growth in streaming on other platforms is limited. Artists and industry professionals must adopt diversified and integrated marketing strategies to maximize long-term growth potential and return on promotional investments.
I have been working in the music industry for over 20 years, specializing in publishing management and digital distribution. If you're looking for a winning strategy to help you grow your music revenue, please contact me to schedule a meeting. Together, we can develop a tailored plan to transform your audience into a sustainable and profitable asset.
Sources: Arxiv |Digital Music News
