How TikTok is inspiring Spotify to remain the leader in music streaming

Spotify is the undisputed number one audio streaming platform in the world with 489 million monthly active users. Added to this are 205 million paying subscribers worldwide, a figure up 14% compared to the end of 2021. But the Swedish group must deal, like its competitors, with the arrival of TikTok in the musical ecosystem. .

The Chinese social network does not hide its ambition to deploy a music streaming service. With this in mind, its parent company ByteDance has entered into discussions with several music labels, according to the wall street journal. The group sees this as an opportunity to increase its advertising revenue and compete with the leaders of the music industry.

TikTok has already launched a music distribution and marketing service, SoundOn. This tool aims to help amateur artists take their first steps in music. Those who sign up can distribute their tracks for free on TikTok, as well as other streaming services. Enough to upset the economic model of music and… push Spotify to innovate.

Daniel Ek’s company is currently working on a new vertical homepage where content recommendations will scroll automatically one after the other, according to information from Bloomberg. A functioning that is strangely reminiscent of that of the home page For you of TikTok. This feature could be unveiled during the Stream On event that the music streaming giant is organizing on March 8 in Los Angeles.

For now, Spotify has provided very little information about this new homepage. It is part of a series of tests that the Swedish company is conducting to improve the user experience on its platform, as one of its spokespersons told Bloomberg. “Some of these tests end up paving the way for a broader user experience, while others allow us to learn important lessons”he added.

This new homepage would accentuate the cool and hip brand image that Spotify has built up over the years. It could also promote the discovery of new songs and podcasts – this audio content at the heart of the streaming giant’s diversification strategy.

Above all, it could meet with the support of members of Generation Z, who are too used to “scrolling” endlessly on TikTok and, to a lesser extent, on Instagram. This is also how they broaden their musical horizons. 67% of TikTok users are more likely to listen to a song in its entirety on a music streaming service after hearing it on the social network, according to a survey by MRC Data and Flamingo. It is therefore not surprising that TikTok plans to create its own listening platform to definitively short-circuit the giants of the sector.

TikTok

TikTok is a video clip sharing social network that has quickly established itself as a leader in this field, available as a mobile application, you can take it with you anywhere.

• Downloads:
  2906
• Release date :
  02/24/2023
• Author :
  TikTok
• Licence :
  Free license
• Categories:
  

  Video-Communication

• Operating system :
  

  Android, Online service All Internet browsers, Windows 10/11, iOS iPhone / iPad