A geração Z e o consumo de música no Tiktok

Abstract

TikTok is currently one of the most used and favorite social media platforms worldwide, which started to be successful through its short and captivating videos, capturing the attention of generation Z, which consists of digital natives. In this way, the application began to influence the behavior of this generation and drive their entertainment, consumption and trends. On the other hand, TikTok has also started to play a leading role in defining trends in the music industry, leading to songs going viral, through a huge increase in the number of streams, creating the ground for artists to reach mass visibility. In this way, the platform created a new musical paradigm and changed the way music is discovered, produced and consumed. Based on this reality, the main objective of this research is to understand the impact of TikTok on the musical habits of generation Z. The research question the study aims to answer is: "How does generation Z perceive the impact of TikTok on their music consumption?". To this end, a quantitative methodology was devised and a questionnaire survey was administered to Generation Z users of TikTok, comprising a sample of 386 individuals. Through the study carried out and the main results, it was possible to verify that TikTok plays a fundamental role for these individuals when it comes to music discovery, having an impact on their behavior and their digital music habits, with the majority of those surveyed having already discovered new songs and artists on the platform and, in addition, claiming that they like these songs, searching for them on streaming platforms, adding them to their playlists and listening to them frequently. In this way, these individuals assume that TikTok defines the musical trends of their generation, generation Z.

Date of Award	2 Feb 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)