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It seems TikTok’s plans to take on Spotify have come to an end. Last year, the video platform launched its music streaming service called TikTok Music in a few key regions. However, it was recently announced that TikTok Music will be shutting down globally by the end of November.
Instead of operating its own music app, TikTok will refocus on partnering with major streaming platforms. The company stated they want to further their role in driving music discovery and listenership on services like Spotify and Apple Music. Through TikTok’s “Add to Music” feature, users can save songs they find on the app directly into playlists on other streaming apps.
This strategic shift was likely influenced by TikTok’s changing priorities. Rather than directly competing with Spotify and others, they see more value in being a driver of traffic to those established services. In just over 180 countries, TikTok users already have the ability to transfer music into Spotify, Apple Music, and Amazon playlists.
It’s a smart pivot that plays to TikTok’s strengths in viral music hits and trends. Just last week they highlighted data showing more than a quarter of top singles in Germany last year were popularized first through TikTok videos. By focusing on relationships with majors streaming platforms, TikTok can continue introducing new fans to music without the burden of operating its own licensed service.
