New research reveals that viral success on TikTok rarely converts to sustainable 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 achieve 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 reach a minimum of 250,000 video creations. Long-term streaming success is measured as a 30% or greater increase in average Spotify streams four months after the viral moment, compared to pre-viral numbers.

While TikTok remains an essential promotional tool for independent artists, its payout rates are significantly lower than traditional streaming platforms. The platform pays based on video creations rather than streams, with rates falling below even Spotify's industry-low compensation.

Despite these challenges, TikTok maintains significant influence in the music industry. 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 one billion track saves, and music super fans are nearly twice as likely to use TikTok compared to average users.

These findings suggest that while TikTok can provide initial exposure, artists should focus on developing comprehensive marketing strategies beyond viral moments to achieve sustainable streaming success.

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