TikTok continues to cement itself as the important thing hub for on-line music engagement, with its reside stream broadcast of the newest “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 facility of TikTok to drive music engagement, which additionally extends to its broader protection of the multi-weekend pageant inside the app.
As per TikTok:
“As Tomorrowland’s year-long Official Content material Companion, TikTok had entry to the perfect music and artists on the pageant, 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 group 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 pageant 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 by way of music engagement, which has turn into a key driver of its recognition, and the rising curiosity in its live-stream content material.
Stay-streaming is central to TikTok’s broader commerce plans, with the Chinese language model of the app driving large curiosity in live-stream buying, which has offered a significant income stream for the app.
Certainly, the Chinese language model of TikTok, referred to 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.
Stay buying has been a revolution of kinds 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 reminiscent of but.
However curiosity is rising. Final yr, TikTok generated over $100 million in gross sales on Black Friday, which was triple the outcome 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.
