What is the chance of Tiktok's enrollment of music streaming?

Tiktok is about to start doing music streaming.

Recently, Business Insider disclosed the "Tiktok Music" trademark application proposal submitted by byte beating in the United States. The proposal was first submitted in Australia in November 2021, and the proposal was submitted in the United States in May 2022.

It is reported that the most important potential case of the trademark is an application. The platform includes "music, podcasts and live video live broadcasts", which allows users to buy, play, share and download music, songs, albums and lyrics, as well as creating, sharing and recommending song lists, comments on music and podcasts.

This is regarded by many media as a challenge to Spotify. Just as the American media evaluated: "Tiktok is not tired to make all your favorite application outdated. At first it was Facebook, then Instagram, the next step is Spotify."

So, after becoming the most popular short video application in the world, why does TIKTOK do music streaming media? Will it become the enemy of Spotify, Apple Music and YouTube Music? And, for byte beating, what kind of position will TIKTOK MUSIC be in?

Tiktok is also doing music streaming media?

As of now, when Tiktok Music will be launched, it is unknown whether it will be online. But in the eyes of many industry insiders, Tiktok Music is not just a trademark, but representing the strategic layout of the next stage of the byte beating.

The American media Business Insider asked Tiktok or byte beating to comment on the submissions of the trademark, but did not receive the response from the other party. To this end, INSIDER interviewed a number of trademark law experts. According to experts, applying for trademarks in the United States need to prove that it is actually using trademarks for specific services, or it is related to the marketing intention of existing products.

"Generally, companies of a scale such as Tiktok or byte beating will only submit a trademark application for the projects they consider carefully." Josh Gerben, a trademark lawyer of Gerben Law Firm, said in an interview. In other words, TIKTOK's trademark application is not just to occupy the first place, but to have potential projects that are being built.

This can also be proven by Tiktok's recent recruitment advertisement. TIKTOK is recruiting the back -end software engineer of Tiktok Music. In the announcement, the team's "mission is to resonate through music and stimulate the table. The products include RESSO, TIKTOK MUSIC, and Soundon" and define Tiktok Music as "and Reso Similarly, it is a music application of generations. "

At the same time, Tiktok's branch in Singapore had previously submitted a patent to the United States. The patent shows that "the invention can easily obtain, listen and manage music on portable mobile devices" and say that this patent is "Music Station".

Coincidentally, this patent first belonged to a British B2B digital music company called Omnifone. The company sold the assets to mysterious buyers in May 2016. Six years later, the mysterious buyer emerged in writing, apparently Tiktok.

It can be predictable that the application of Tiktok Music can not only cover basic functions such as listening, sharing, and downloading online music services, but also includes corresponding podcast services, which is highly overcoming SPOTIFY's music services. More importantly, TIKTOK MUSIC also includes creating song lists, songs and podcast comments, as well as functions such as song sharing, related comments sharing, karaoke, user private messages and other functions.

When people think of Tiktok's threat to YouTube and Instagram, it will now launch independent music streaming service Tiktok Muisc in the United States. Many practitioners think that Spotify and Apple Music will usher in the most powerful competitors.

TIKTOK's victory in the second half?

After Tiktok let the world hear "Old Town Road" and help Lil Nax X ushered in the peak of professionalism, Tiktok's strong influence on music content has been recognized by the industry.

According to the "Tiktok 2021 Music Year Report", in 2021, about 430 songs played more than 1 billion times in Tiktok, which was three times the 2020 (176). At the same time, over 175 songs popular on the platform finally appeared on the Billboard HOT 100 list.

Therefore, in the official introduction of Tiktok, it is not only a "short video platform", but also a "music discovery". As early as 2020, the byte beating launched the music streaming media application RESSO in India, Brazil and Indonesia; and in February this year, the music streaming media applied soda music in the Chinese market. It can be seen that both RESSO and soda music have the same features described in the "TIKTOK MUSIC" trademark document. At present, the song page on the Douyin also adds a "one -click red heart" of diversion soda music. When users listen to the BGM they are interested in, they can be transferred to their own music streaming platform to listen to the full version of the song. Such a smooth operation to avoid Tiktok's situation of "marrying dress for others", and it also keeps users continuously leaving the ecosystem of byte beating.

As the preferred platform for discovering music and promotion of music at the moment, the value of Tiktok/Douyin has been proven to streaming media playback. For example, the SPOTIFY VIRAL 50 list and the hot song list of domestic music platforms have always been from Tiktok's music.

The model of one -click jump and direct music has also been welcomed a lot. According to a person familiar with the matter to The Information, as of November 2021, RESSO has more than 40 million monthly active users in India, Brazil and Indonesia. This year, the Business Insider report showed that in India alone, RESSO's monthly active users increased by 304%from January 2021 to January 2022; while SPOTIFY's users in these countries only increased by 38%at the same time.

After the successful growth of active users, RESSO still maintains continuous attraction in the "window" of the app store. According to the data of the analysis company Sensor Tower, this app has been downloaded 42.3 million times on the App Store and Google Play on January to May this year, a year -on -year increase of 19%year -on -year.

Obviously, RESSO has accumulated the successful experience of music streaming media for Tiktok. A pre -byte jumping employee told the media Tech Crunch that they had previously considered pushing this service to more markets in the name of "Tiktok Music", and they have always focused on mature markets such as Britain and Australia.

In the European and American markets, the layout of Tiktok on the music track is to start with distribution service first, rooted in the advantages of their own music discovery and music announcement. In March this year, the music promotion and distribution platform Soundon was launched in March this year. Their music was uploaded directly to Tiktok and Reso, and distributed to other platforms such as Spotify, Apple Music and Instagram.

In August of this year, Tiktok also announced a "pre -release" function to the release service of Soundon, which allows music to publish the song clips to Soundon before the song officially launched in other platforms in order to understand the acceptance of fans and to the acceptance of fans, and as to the acceptance of fans, and as to the acceptance of fans, and to as a result The song's announcement is prepared.

Obviously, the current layout of Tiktok in the field of music is consistent with the path of Douyin's effort to music. They are all penetrated from music publicity to music distribution and musician services, and further expand to streaming media services to form a complete music consumption closed loop.

Conclusion

How will Tiktok Music affect the music streaming market?

On the one hand, social attributes will become a weapon in the hands of Tiktok Music. For a long time, the functional positioning of music streaming media in mature markets in Europe and the United States is more like a music retrieval application that can be listened. The user's usage habits have always maintained independence with each other. Through Tiktok to meet the social needs of users, TIKTOK MUSIC may open a new paradigm.

On the other hand, the video platform is moving towards music streaming services. YouTube Music's experience seems to prove a fact- "it is easy to online products and threatened Spotify." As the world's largest online video website, Youtube has only been operating its own music streaming media services for many years, and Youtube Music has a share of only 8%among global streaming media customers, which is slightly higher than 6%of Netease Cloud Music. However, what needs to be seen is that the market faced by Netease Cloud Music is only China, and the market faced by YouTube Music is global.

Therefore, for Tiktok Music, it is still blessed. But from the entire music streaming market, we will see that Spotify "run away" from the mature market and fight the emerging market in the overall situation. Tiktok Music may replace RESSO to enter the mature market and start a new journey.

Once out, one is the global elder brother in the digital music service, and the other is a strong and powerful emerging stirring. Who will become the last winner and how will it affect the global music stream media service market pattern is destined to be a big drama.

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