TikTok‘s first concert, rocked out by artists like Cardi B, Peso Pluma, Charlie Puth, Niall Horan, and Anitta, was the platform’s biggest livestreamed event to date, it says.
9.6 million people tuned in to catch In the Mix live from Arizona’s Sloan Park Dec. 10. TikTok also did three subsequent rebroadcasts of the concert–which was sponsored by Paramount and Coca-Cola–and viewership for those combined + the 9.6 million came out to a total of over 33.5 million for the entire event. (And it sold in-person tickets, too—around 17,000 of them.)
TikTok’s made a few moves over the last couple of years to grow its livestreaming sector, sometimes with…interesting results, but no broadcast has reached this magnitude.
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In addition to established stars, In the Mix featured creators from Elevate, the program where TikTok identifies and incubates up-and-coming talent posting their original songs on its platform. Elevaters who took the stage included Isabel LaRosa, Kaliii, Lu Kala, and Sam Barber.
We don’t know how many peak concurrent viewers In the Mix attracted, but for a rough comparison, Dear Class of 2020, one of YouTube’s biggest livestreamed events of all time, topped out at 665,000 concurrent viewers. 72 hours after the stream’s conclusion, its VOD had hit 34 million views.
Paul Hourican, TikTok’s Global Head of Music Partnerships & Programming, said In the Mix showed off “the power of the platform’s music discovery.”
“An event of this magnitude truly takes a village, thank you to the amazing line-up of incredible artists, our partners, the sold out crowd in Arizona, and the record breaking audience who watched around the world in their millions on TikTok,” he added.
TikTok’s not done digging up views for In the Mix, either: Today, it released a one-hour Disney+ and Hulu-exclusive special featuring footage from the event.
