New research reveals that viral success on TikTok rarely leads to sustained streaming growth on platforms like Spotify and Apple Music. According to Duetti's 'Music Economics Report,' only about 15% of tracks that go viral on TikTok experience long-term streaming growth on digital service providers (DSPs).

For a track to be considered "viral" on TikTok, it must double its video creations within one month and achieve a minimum of 250,000 video creations. Long-term streaming success is measured as a 30% or greater increase in average Spotify streams compared to pre-viral numbers, measured four months after the viral moment.

Despite these challenges, TikTok remains influential in the music industry:

• 84% of songs entering the Billboard Global 200 in 2024 went viral on TikTok first
• Music super fans are twice as likely to use the platform
• The 'Add to Music App' feature has generated over 1 billion track saves

However, TikTok's payout rates remain significantly lower than traditional DSPs, with compensation based on video creation rather than per stream. This payment structure has led to concerns from major music labels, including Universal Music Group, regarding fair compensation for artists.

While TikTok serves as a valuable promotional tool for independent artists to reach new audiences, the data suggests that viral success on the platform doesn't guarantee sustained streaming success or significant revenue generation through the platform itself.

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