While the debate over the future of TikTok in the United States continues to dominate international media headlines, a fact is emerging in Europe that can no longer be ignored: in 2025, the platform was one of the main drivers of economic growth for the music industry.
A recent independent study conducted by the economic analysis firm Public First, commissioned by TikTok, shows how the platform has directly and indirectly contributed €1.8 billion in value to the European music sector, within an overall estimated impact of €31 billion on the European Union economy.
Numbers that radically change the perception of TikTok: no longer just an entertainment social network, but a real economic and strategic channel for music.
TikTok and the new European music economy
According to the study, the impact of TikTok on music derives from a combination of factors: increased streaming, growth in concert ticket sales and increased merchandising. In particular, the effect was even more significant for emerging artists, many of whom were discovered thanks to content that went viral on the platform.
Within the so-called creative economy – which includes creators, influencers, production services and digital content – TikTok generated approximately 2.6 billion euros of added value in 2025, a significant share of which flowed directly into the music industry.
This data confirms a now evident trend: music discovery no longer occurs only through radio and editorial playlists, but increasingly passes through short videos, trends, sounds and user-generated content.
A concrete impact on jobs, businesses and European countries
Public First's analysis estimates that the TikTok ecosystem today supports around 52,000 jobs in the European creative sector and helps over 6.5 million EU companies reach new audiences thanks to a discovery model based on interests rather than brand awareness.
At a national level, the economic impact has been particularly significant for Italy too, with an estimated 3.6 billion euros generated in 2025, alongside Germany, France and Spain. Numbers that demonstrate how TikTok is not a marginal phenomenon, but a structural economic lever for the Italian music market too.
Why TikTok makes you spend more on music
One of the most interesting aspects of the study concerns consumer behavior. The data shows that TikTok users spend on average 27% more on music products than non-users, including streaming, concerts and merchandising.
This difference was calculated through a counterfactual analysis comparing users and non-users, integrating data from IFPI, Luminate and research on consumer behavior. In other words, the TikTok doesn't just shift attention: it increases the overall value of the music market.
Education, discovery and cultural value
In addition to the direct economic impact, the study also highlights the educational role of the platform. More than half of European users aged 18 to 24 say they have learned a new skill on the TikTok during 2025, while over a quarter have used the platform to learn a new language.
Overall, educational and informational content on the TikTok has generated approximately 53 billion hours of informal learning, with an estimated potential value of up to €20 billion in productivity benefits. This also indirectly contributes to strengthening the music ecosystem, making it more accessible and global.
Distributing your music on the TikTok is essential today.
In light of these data, one thing is clear: being present on TikTok correctly is no longer optional. It is an essential component of any music distribution and promotion strategy.
With DISTRID we offer the possibility of making your music available on TikTok in an official, secure and traceable way, integrating it within a global distribution strategy that includes all the major DSPs. DISTRID does not limit itself to “caricare” music on platforms, but works on the correct management of metadata, protection of the catalog and real monetization of uses, fundamental aspects when a song goes viral.
Being on TikTok without a solid structure behind it often means losing value, control and royalties. Doing it right, however, can transform viral content into listens, fans and concrete earnings.
Strategy matters more than virality
TikTok can be a very powerful accelerator, but it doesn't work alone. The real difference is made by the strategy: how a song is distributed, how it is connected to other DSPs, how rights, publishing and reporting are managed.
And this is where consulting comes into play.
For over twenty years I have specialized in digital distribution and editorial management, working with artists, labels and publishers in Europe and the United States. My work doesn't stop at visibility, but aims to maximize the overall earnings of the catalog, not only on TikTok but on all streaming and music consumption platforms.
Do you want to build a strategy that really works?
If you want to understand how to leverage TikTok effectively, how to properly distribute your music with DISTRID, and how to integrate all of this into a broader strategy that includes Spotify, Apple Music, YouTube, and other DSPs, the right step is to talk about it together.
Schedule a Meeting!I will analyze your catalog and your goals, and we will build a tailored strategy to increase your visibility and earnings, today and in the long term.