TikTok has updated its app to limit users’ ability to add
music to video clips. More specifically, the social company has reduced the
number of songs that can be used for clips on the app.
It is speculated that TikTok is doing this as a way of experimenting
with the possibility of negotiating with music publishers in the future by putting
a price on certain music tracks.
The update will also yield insights into how TikTok users perceive the value of music on the app, meaning whether it has a significant impact on user experience or not.
If, for instance, TikTok doesn’t observe a considerable
impact on the app’s usage after this change, it will likely decide to offer
reduced payments to music publishers.
TikTok is currently running the test for selected tracks with
users in Australia.
