New Study Confirms TikTok Drives Streaming, But There’s No Magic Bullet on Going Viral ...Middle East

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New Study Confirms TikTok Drives Streaming, But There’s No Magic Bullet on Going Viral
TikTok released the findings of a new study on Tuesday (Nov. 21) touting its ability to drive music discovery and streaming activity.  The study, commissioned by TikTok and conducted by Luminate, is full of statistics demonstrating TikTok’s power. First and foremost: “Higher TikTok engagement — whether that’s likes, views, or shares — corresponds with elevated streaming volumes.” (This is why labels have been pestering their acts to post, post more, and post again, sometimes to their artists’ chagrin.) On top of that, U.S. TikTokers “are nearly twice as likely to discover music on short-form video platforms than the av

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