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Is UMG’s TikTok Ban Hurting Its U.S. Streaming Numbers? Here’s What the Evidence Shows
UMG's TikTok ban is in place. Are its streams down after pulling its music catalog? Evidence shows its U.S. market share is stable two months in.
Most of that drop came from a 5.8% decline (from 34.42% to 32.43%) in market share of current (less than 18 months old) titles — an entirely normal fluctuation that reflects the ebbs and flows of any music company’s new release schedule. TikTok has a well-earned reputation for driving chart success for tracks — from Glass Animals ’ “Heat Waves” to Doja Cat ’s “Paint the Town Red” — by raising their profiles and creating downstream traffic at on-demand streaming services. “The constant fluctuation in release schedules as well as the ever-evolving ways that consumers use social apps mean that it will be necessary to assess over a much longer timescale,” Chaz Jenkins, Chartmetric’s chief commercial officer, tells Billboard in an email.
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