TikTok virality rarely translates into meaningful, long-term streaming success, according to recent research by Duetti's 'Music Economics Report'. The study reveals that among the less than 1% of tracks that achieve viral status on TikTok, only about 15% maintain significant streaming growth on platforms like Spotify and Apple Music.

For this research, viral success was defined as:

• Doubling TikTok video creations within one month
• Minimum of 250,000 TikTok video creations
• Long-term growth measured as >30% increase in average Spotify streams
• Growth measured four months after viral moment

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

• 84% of Billboard Global 200 songs 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 compensation structure remains problematic:

• Payouts are based on video creation rather than streams
• Rates are significantly lower than traditional streaming platforms
• Even compared to Spotify (the lowest-paying DSP in 2024), TikTok's rates are inferior

While TikTok serves as a crucial promotional tool for independent artists seeking new audiences, the platform's viral success rarely converts into sustainable streaming revenue or long-term artist growth.

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