TikTok reportedly implements restrictions on music availability in Australia to evaluate its significance to users. The popular social media platform is conducting an experiment by limiting the use of certain songs in videos to assess user preferences regarding music content.
According to Bloomberg, this trial aims to analyze how users access and incorporate sounds into their videos, while also seeking to enhance the overall Sounds Library. TikTok clarified that only specific music will be affected, without specifying genres or artists. However, the music industry is concerned about this decision, as it could potentially lead to decreased revenue from the app for music rights holders.
While music right holders continue to express disagreement with this experiment, TikTok views music as just one component of its broader entertainment experience. If the test results indicate that users are not strongly interested in the app’s music content, TikTok may reduce the amount paid to music rights holders. Notably, TikTok has been instrumental in propelling various musical artists to fame, and it previously hinted at launching its own music streaming platform, TikTok Music, rumored to rival established giants like Apple Music and Spotify.