TikTok continues to cement itself as the important thing hub for on-line music engagement, with its reside stream broadcast of the most recent “Tomorrowland” digital music occasion drawing in additional than 74 million viewers throughout each weekends of the occasion.
That bests TikTok’s earlier Tomorrowland report again in 2023, which introduced in 16 million reside viewers.
The recognition of the occasion as soon as once more underlines the ability of TikTok to drive music engagement, which additionally extends to its broader protection of the multi-weekend competition inside the app.
As per TikTok:
“As Tomorrowland’s year-long Official Content material Associate, TikTok had entry to the perfect music and artists on the competition, broadcasting a 24/7 LIVE stream from the MainStage, Freedom Stage and OneWorldRadio, internet hosting the world’s main DJs and producers at our Content material Studio, and sharing all of it within the #Tomorrowland in-app content material hub on TikTok. The TikTok neighborhood turned up in droves, having fun with greater than 2.4 billion views of #Tomorrowland content material in the course of the two weeks, making Tomorrowland the most important competition account on TikTok with over 9.2m followers, a rise of over 1.9m new followers over the 2 weeks.”
It’s one other essential indicator for TikTok, each when it comes to music engagement, which has turn into a key driver of its recognition, and the rising curiosity in its live-stream content material.
Reside-streaming is central to TikTok’s broader commerce plans, with the Chinese language model of the app driving enormous curiosity in live-stream buying, which has supplied a serious income stream for the app.
Certainly, the Chinese language model of TikTok, known as “Douyin,” generated in $US490 billion in gross merchandise worth (GMV) in 2024 alone, with a good portion of that coming by way of buying reside streams. By comparability, TikTok generated round $US33 billion in GMV, throughout all different markets.
Reside buying has been a revolution of types within the Chinese language market, and as such, TikTok has been hoping to copy its success with Western audiences, although TikTok customers haven’t expressed the identical curiosity in akin to but.
However curiosity is rising. Final yr, TikTok generated over $100 million in gross sales on Black Friday, which was triple the end result it generated in 2023. Celeb-led live-streams performed an enormous half on this, and mixed with its steadily rising live-stream viewership, there are indicators that TikTok’s buying streams may finally achieve extra floor with customers.
The recognition of its Tomorrowland broadcast is one other optimistic on this respect, and it may very well be that TikTok’s live-streams are set to maneuver to the following stage of relevance.
