With a billion users, TikTok has rapidly become one of the most important players in the music industry, and now has its sights set on revolutionising the way artists are discovered and get paid.
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TikTok recently launched a new rival to music-streaming giants Spotify and Apple Music, as the popular short video app seeks new avenues for growth.
TikTok Music said on Wednesday that it will be testing its service in Australia, Mexico and Singapore. That announcement comes shortly after it launched in Indonesia and Brazil earlier this month.
Last week, TikTok also announced an expanded licensing agreement with Warner Music Group, as it looks to grow its music content library. Parent company ByteDance also recently scrapped the free tier of Resso, another music-streaming service it owns.
While these efforts are in their early days, analysts said TikTok has key advantages that other music-streaming entrants do not possess and that could help it seize market share.
“There’s already this large installed base of users which TikTok can convert into paying TikTok Music subscribers – with a relatively low customer acquisition cost,” said Jonathan Woo, senior research analyst at Phillip Securities Research.
According to DataReportal, Indonesia and Brazil are TikTok’s second- and third-largest markets, behind only the U.S., with 113 million and 84.1 million active TikTok users aged 18 years and above, respectively. Meanwhile, Mexico is TikTok’s fourth-largest market with 62.4 million TikTok users.
There really is not that much incentive to switch services for users already on Spotify or Apple Music as brand loyalty amongst users on these premium incumbent platforms is also very strong.
Jonathan Woo
Senior analyst, Phillip Securities Research
“TikTok Music will make it easy for [users] to save, download and share their favorite viral tracks from TikTok,” Ole Obermann, global head of music business development for TikTok, said during the Indonesia and Brazil launch.
TikTok is the second-most common source of music discovery for 16 to 19 year olds, behind YouTube, according to data from MIDiA Research shared with CNBC. MiDIA Research is a U.K.-based research firm covering entertainment and media.
If you are already in the ecosystem, and you are using TikTok that much, you might be willing to switch over.
Tatiana Cirisano
Music analyst, MiDIA Research
In MiDIA’s fourth-quarter consumer survey, 48% of respondents said YouTube is among their main places for discovering music, while 41% pointed to TikTok. The survey fielded 9,000 respondents across the U.S., U.K., Australia, Canada, Germany, France, Sweden, South Korea and Brazil.
“A lot of times people hear lots of different songs on TikTok, but they don’t make the jump to actually listen to it elsewhere or learn more about the artist,” said Tatiana Cirisano, music analyst at MiDIA Research.
“The powerful potential for TikTok Music is that it could close that gap,” said Cirisano.
Some market share
The music streaming market is currently dominated by Swedish giant Spotify and Apple Music.
Spotify commands almost 31% of the global streaming market with Apple Music following with 13.7%, according to the International Music Summit Business Report 2023.
But Cirisano said that heavy TikTok users could convert into TikTok Music users if they are using other services such as Spotify. “If you’re already in the ecosystem, and you’re using TikTok that much, you might be willing to switch over,” said Cirisano.
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Still, Woo of Phillip Securities Research said TikTok Music presents a “low risk” for Spotify and Apple Music.
“I do think that it would be quite difficult to surpass Spotify and Apple Music in terms of market share given their incumbency, but TikTok Music could definitely eat into some of it,” said Woo.
“There really is not that much incentive to switch services for users already on Spotify or Apple Music as brand loyalty amongst users on these premium incumbent platforms is also very strong,” said Woo.
He added that monthly subscription prices for all three services are expected to “be at similar price points.” In Indonesia, Spotify Premium costs 54,990 Indonesian Rupiah ($3.66) monthly while iOS users pay 49,000 Indonesia Rupiah ($3.26) a month for TikTok Music.
“As a consumer, why should I pay a monthly fee to listen on TikTok Music, when I can listen for free on Spotify, albeit with advertisements?”
TikTok declined to comment on TikTok Music’s expansion plans. Spotify and Apple Music did not respond to CNBC’s requests for comment.
Boost growth?
TikTok has been looking for growth outside the U.S., where it faces mounting political headwinds. Its flagship app was banned in Montana, the first state to do so, as well as India. TikTok’s CEO previously said the company will pour “billions of dollars” into Southeast Asia over the next few years.
The company’s e-commerce marketplace TikTok Shop has been aggressively expanding into Southeast Asia, competing against Sea‘s Shopee and Alibaba‘s Lazada. Those e-commerce efforts also include livestream shopping.
TikTok in July said livestream shopping isn’t the only area it is looking into when asked if it is the “end destination” for TikTok’s areas of expansion.
“Shoppertainment is not the only destination, but it is definitely one of the main areas, especially in Asia Pacific that we are leaning in heavily into,” Shant Oknayan, head of business across Asia Pacific, the Middle East and Africa & Eastern Europe at TikTok, said during a summit in Jakarta earlier this month.
Google announced Monday the removal of nearly 11,000 YouTube channels and other accounts tied to state-linked propaganda campaigns from China, Russia and more in the second quarter.
The takedown included more than 7,700 YouTube channels linked to China.
These campaigns primarily shared content in Chinese and English that promoted the People’s Republic of China, supported President Xi Jinping and commented on U.S. foreign affairs.
Over 2,000 removed channels were linked to Russia. The content was in multiple languages that supported Russia and criticized Ukraine, NATO and the West.
Google, in May, removed 20 YouTube channels, 4 Ads accounts, and 1 Blogger blog linked to RT, the Russian state-controlled media outlet accused of paying prominent conservative influencers for social media content ahead of the 2024 election.
Tim Pool, Dave Rubin and Benny Johnson — all staunch supporters of President Donald Trump — made content for Tenent Media, the Tennessee company described in the indictment, according to NBC News.
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YouTube began blocking RT channels in March 2022, shortly after Russia invaded Ukraine.
The active removal of accounts is part of the Google Threat Analysis Group’s work to counter global disinformation campaigns and “coordinated influence” operations.
Google’s second quarter report also outlined the removal of influence campaigns linked to Azerbaijan, Iran, Turkey, Israel, Romania and Ghana that were found to be targeting political rivals.
Some campaigns centered on growing geopolitical conflicts, including narratives on both sides of the Israel-Palestine War.
CNBC has reached out to YouTube for further comment or information on the report.
Google took down more than 23,000 accounts in the first quarter.
Meta announced last week it removed about 10 million profiles for impersonating large content producers through the first half of 2025 as part of an effort by the company to combat “spammy content.”
Chris Martin of Coldplay performs live at San Siro Stadium, Milan, Italy, in July 2017.
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Astronomer‘s interim CEO said in his first public comment since unexpectedly taking over the role on Saturday that he hopes to move the tech startup past the viral moment that captured national attention last week.
Pete DeJoy was appointed to the top job due to the resignation of CEO Andy Byron, days after he was caught on video in an intimate moment with the company’s head of human resources at a Coldplay concert. Astronomer said over the weekend that it would begin a search for a new CEO.
“The events of the past few days have received a level of media attention that few companies — let alone startups in our small corner of the data and AI world — ever encounter,” DeJoy wrote in a LinkedIn post on Monday. “The spotlight has been unusual and surreal for our team and, while I would never have wished for it to happen like this, Astronomer is now a household name.”
Byron was shown on a big screen at the concert in Boston on Wednesday with his arms around Chief People Officer Kristin Cabot. Byron, who is married with children, immediately hid when the couple was shown on screen. Lead singer Chris Martin said, “Either they’re having an affair or they’re just very shy.” A concert attendee’s video of the affair went viral.
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DeJoy helped start Astronomer in 2017, according to his LinkedIn profile, and had been serving as chief product officer since earlier this year.
In May, Astronomer announced a $93 million investment round led by Bain Ventures and other investors, including Salesforce Ventures.
“I’m stepping into this role with a wholehearted commitment to taking care of our people and delivering for our customers,” DeJoy wrote. He added that “our story is very much still being written.”
Astronomer is commercializing the open-source data operations platform Astro. DeJoy wrote that customers “trust us with their most ambitious data & AI projects” and that “we’re here because the mission is bigger than any one moment.”
Dylan Field, co-founder and CEO of Figma Inc., after the morning sessions at the Allen & Co. Media and Technology Conference in Sun Valley, Idaho, on July 11, 2024.
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Design software company Figma on Monday published an updated prospectus for its initial public offering.
The company said it expects to sell about 37 million shares at $25 to $28 each. That would generate as much as $1 billion in proceeds, between the company and selling shareholders.
The IPO could value Figma, led by co-founder Dylan Field, a fully diluted valuation of $14.6 billion to $16.4 billion. Field plans to sell 2.35 million shares, which could be worth as much as $65.8 million.
In a 2024 tender offer, investors valued the company at $12.5 billion. In 2022, Adobe had agreed to acquire Figma for $20 billion, but the deal was scrapped after regulators objected.
The flow of technology companies joining U.S. exchanges has slowed since late 2021. Concerns over inflation and a recession made some investors less interested in backing fast-growing but money-losing companies.
But a few technology stocks have become available in recent months. CoreWeave went public in March, and Circle and Chime shares started trading in June.
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Figma filed to go public on July 1, announcing plans to trade on the New York Stock Exchange under the symbol “FIG.”
On Monday, it provided preliminary results for the second quarter, showing $9.0 million to $12.0 million in operating income on $247 million to $250 million in revenue. That would imply year-over-year revenue growth of 39% at the low end and 41% at the high end. Growth in the first quarter exceeded 46%.
During the second quarter, Figma added clients and expanded business with existing ones. The company’s operating margin would be ticking up to 4% to 5%, up from 3% in the same quarter a year ago, based on the preliminary results.
Figma said it has authorized the issuance of “blockchain common stock” in the form of “blockchain-based tokens.” So far, though, Figma said it isn’t planning to issue this type of stock. In July, Figma disclosed investments in a stablecoin and a Bitcoin exchange-traded fund.
Mike Krieger, a co-founder of Instagram who is now chief product officer of artificial intelligence model developer Anthropic, has joined the board. Luis von Ahn, co-founder and CEO of Duolingo, is also joining the board, according to the filing.