Research reveals that viral success on TikTok rarely converts to sustained streaming growth on platforms like Spotify and Apple Music. According to Duetti's 'Music Economics Report', only about 15% of tracks that achieve viral status on TikTok maintain long-term streaming growth on major 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 greater than 30% increase in average Spotify streams, sustained four months after the viral moment.

Despite TikTok's importance as a promotional platform for independent artists, its payout rates remain significantly lower than traditional streaming services. The platform pays per video creation rather than per stream, with rates falling below even Spotify, currently the lowest-paying major DSP in 2024.

However, TikTok's influence on the music industry remains significant. Luminate's Music Impact Report shows that 84% of songs entering the Billboard Global 200 in 2024 first gained popularity on TikTok. The platform's 'Add to Music App' feature has generated over a billion track saves since its launch, and music super fans are nearly twice as likely to use the platform compared to average users.

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