Research firm MusicWatch reckons that there are now 103 million music listeners on social-video apps in the US alone, averaging nearly an hour a day discovering and listening to music within those apps. Its study also explores the competitive landscape. According to MusicWatch’s latest ‘audiocensus’ survey, TikTok accounts for a 29% share of weekly social video hours for American music listeners, ahead of YouTube Shorts (26%) and Instagram Reels and Facebook Reels (both 18%).
Source: On social video and music, short vs long-form and pressure on creators…