TikTok Partners With Spotify to Deliver Free 4-Month Trials to Users in the UK, France, More

Spotify subscriber slowdown

Photo Credit: Haithem Ferdi

Certain TikTok users in the UK, France, Germany, Italy, Spain, Poland, and Turkey are now eligible to receive a free three- or four-month-long Spotify Premium trial, as part of a newly announced partnership between the companies.

The short-form video-sharing app and the leading music-streaming platform unveiled the offer this morning, in a formal release that was shared with Digital Music News. TikTok users in the mentioned nations should receive “a unique code” that will enable them to activate the offer, provided that they are age 18 or older and “have not subscribed to Spotify Premium previously.” The promotion arrives about seven months after Apple Music made a four-month-long free trial available to TikTok users.

These eligible parties can access said unique code via their “For You” and “Discover” pages, through “a profile icon on the ‘Me’” tab, or even by searching for “Spotify” on TikTok, the document proceeds. Worth reiterating, however, is that the TikTok-focused Spotify Premium free trial’s length (three or four months) will depend upon one’s country, and the Stockholm-based company increased the cost of multiple subscription plans in Europe earlier this year.

For reference, 34 percent of the 356 million monthly active users (MAUs) that Spotify reported in its Q1 2021 earnings breakdown resided in Europe, which was home to 40 percent of the service’s 158 million Spotify Premium accounts. And as of late September of 2020, the average British TikTok user spent 66 minutes on the app daily, opening it a whopping 13 times per 24 hours, according to Bloomberg. Each of Norway’s 1.2 million TikTok users spent an average of 74 minutes per day on the platform, the same source relayed, against 11 million MAUs in France, 10.7 million MAUs in Germany, and 9.8 million MAUs in Italy.

Absent from the concise release are details concerning a broader, cross-promotional partnership between Spotify and TikTok, the latter of which has played a key part in the commercial success of artists such as Benee and Hoobastank, to name just some. Plus, TikTok trends have enabled some acts to secure major-label deals and aided yesterday’s stars in finding new fans – whose support may well have set the stage for massive paydays.

Addressing the Spotify partnership in a statement, TikTok’s head of growth for Europe, David Nunez, said: “TikTok is a sound-on, immersive experience, with music sitting at the heart of how people create and engage with content on the platform. 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.”

It recently came to light that ByteDance had shelved its TikTok IPO plans after meeting with Chinese regulators, while Triller’s much-publicized lawsuit against TikTok is officially being transferred from Texas to California. And about one week ago, Spotify equipped its Mac app with a beta to test for compatibility with Apple M1 processors.