When the music's over
March 23, 2023

TikTok losing customers in Australia after ditching major labels

TikTok has blocked access to major label music for some users of its app in Australia last month in an effort to monitor user behavior – it was an experiment to see just how much its audience really valued 'premium' music. TikTok took that step in the middle of negotiations with the majors for its next round of music licensing agreements. Bloomberg reports that the number of people using TikTok in Australia declined for three consecutive weeks after the experiment began, and the amount of time users spent on the app declined in the same period.