On September 24, TikTok announced that it will be shutting down TikTok Music globally on November 28. This marks the end of its music streaming service in the five regions where it is currently available—Indonesia, Brazil, Australia, Singapore, and Mexico. According to TikTok, the decision was made to focus more on enhancing its “Add to Music App” feature, which allows users to save songs they discover on TikTok directly to playlists on their preferred streaming platforms.
This shift signals a realignment in TikTok’s strategy within the music industry. By prioritizing the “Add to Music App” feature, TikTok is positioning itself more as a discovery platform rather than a direct competitor to established music streaming services like Spotify and Apple Music. TikTok’s powerful role in music discovery has already reshaped the way artists promote their music, often creating viral hits that dominate the charts. However, this change will streamline TikTok’s efforts to collaborate with, rather than compete against, other streaming platforms.
Music streaming giants like Spotify, Apple Music, and Deezer may welcome this decision, as it removes a potential rival from the field. They can now focus on maintaining their user base while potentially benefiting from TikTok’s massive reach as a music discovery tool. Meanwhile, record labels and artists who rely on TikTok for virality may also feel relieved, as the app continues to serve as a bridge between viral moments and music streaming success.
In the broader context of social media and the music industry, this move underscores TikTok’s recognition that its strength lies in content discovery and user engagement, rather than competing in the crowded streaming space. For TikTok users, the transition may be seamless, as the platform remains a go-to place for discovering new music. However, TikTok Music users in affected regions will need to migrate to other streaming platforms by November.