In a deal that brings together two of music’s biggest streaming giants, Spotify and TikTok are teaming up to give eligible TikTok users in Europe several months free of Spotify Premium.
The offer is available starting today (July 13) to users aged 18 and over with TikTok accounts in the UK, France, Germany, Italy, Spain, Poland and Turkey who have not previously subscribed to Spotify Premium. Eligible users in the UK, France and Germany will receive four months free of Spotify’s paid subscription tier, while those in the other regions will receive three months. Those eligible for the deal will find a redemption code on their “For You,” “Discover,” and “Me” pages or by searching for “Spotify” on TikTok.
“TikTok is a sound-on, immersive experience, with music sitting at the heart of how people create and engage with content on the platform,” TikTok head of growth, Europe, David Nunez said. “We’re delighted to bring this offer with Spotify Premium to our community, helping them gain even more enjoyment from the artists and tracks they’ve known on TikTok.”
The partnership gives Spotify the chance to lure over TikTok’s young, music-savvy audience, which is increasingly driving which songs become hits. TikTok had more than 100 million monthly active users in the U.S. alone and more than 2 billion global downloads as of August 2020, the first and only time it has revealed user numbers. Spotify has 158 million total paid subscribers as of March, including the 3 million new subscribers it added in the first quarter of 2021 — its lowest quarterly growth rate in number of subscribers since the third quarter of 2017, although the first quarter is typically slow relative to other quarters.
“As the world’s leading audio streaming service, we are thrilled to offer eligible TikTok users in several markets access to all the music and podcasts they love anytime, anywhere,” added Spotify vice president, global head of premium business development Marc Hazan. “Spotify connects artists and listeners in a way that wasn’t possible before, building a diverse community of music fans driven by discovery and inspiration.”
The two companies have gotten competitive in the past: TikTok parent ByteDance launched a Spotify rival called Resso in India last year, while Spotify reportedly filed a recent U.S. patent for a TikTok-like feature allowing its users to create video moments with music. But today’s partnership reflects an increasingly collaborative relationship between the two streaming behemoths, and TikTok even has an official Spotify profile featuring playlists of the most popular songs on the video-sharing app.
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