Headline : What TikTok and Spotify have in common

Read more from the original article on here at www.midiaresearch.com.

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In all likelihood, it has been years since anyone working in music went a week without talking about TikTok. In fact, the same probably goes for anyone with an internet connection. The platform’s clash — and now, reunion — with Universal Music Group; potential to be banned in the U.S.; and daily stream of trends occupy countless headlines and conversations, impacting everything from what we listen to, to the way we speak. 

Meanwhile, TikTok’s main competitors, Instagram Reels and YouTube Shorts, seem to come up far less. Yet in reality, MIDiA’s “State of the music video economy” report shows that all three platforms are neck-and-neck in weekly active user (WAU) penetration — each at roughly one-third of all consumers. Putting this further into perspective, all three are dwarfed by Facebook, which counts more than half of consumers as WAUs.

If this sounds surprising, consider it an illustration of TikTok’s soft power. TikTok has an outsized influence on global culture due to its prevalence among teenagers, first mover advantage, and prized algorithm. The app appears larger than life, even if the numbers tell a different story. 

Read more from the original article on here at www.midiaresearch.com.

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