TikTok, the global leader in short-form video content, has announced plans to shut down its music streaming platform, TikTok Music, by November 28, 2024. The service, which is currently available in five countries—Indonesia, Brazil, Australia, Singapore, and Mexico—will cease operations as the company redirects its focus toward enhancing its music-related features.
Launched last year as an extension of ByteDance’s Resso platform, TikTok Music was intended to create a more immersive experience for users, enabling them to discover and stream music directly within the app. However, TikTok has opted to close the platform and concentrate on its Add to Music App feature, which allows users to seamlessly transfer music they discover on TikTok to popular streaming services like Spotify, Apple Music, and Amazon Music.
In a statement to Music Business Worldwide, TikTok’s Global Head of Music Business Development, Ole Obermann, explained the rationale behind the decision: “Our Add to Music App feature has already facilitated hundreds of millions of track saves to playlists on partner music streaming services. By focusing on this feature, we aim to drive even more music listening and value on these platforms, ultimately benefiting artists, songwriters, and the wider industry.”
This pivot is part of TikTok’s strategy to reinforce its position as a major player in music discovery. With over 180 countries already enjoying the Add to Music feature, the platform aims to expand its collaborations with other streaming services, further integrating its viral content into the broader music landscape.
Despite the discontinuation of TikTok Music, the platform’s role in music discovery remains undeniable. According to recent reports, a staggering 27% of the Top 100 singles in Germany last year first gained traction on TikTok before climbing the charts—a testament to the app’s ability to influence music consumption on a global scale.
TikTok’s decision underscores its long-term vision of using its platform as a launchpad for artists and creators while allowing users to enjoy a more streamlined experience when transitioning from music discovery to streaming. As the November shutdown approaches, TikTok will continue its discussions with other major streaming platforms, aiming to enhance its ecosystem and provide even greater opportunities for music promotion and distribution.
