Hum it like it's hot

For our millennial audience: yes, this is Shazam 2.0.

For everyone else, introducing Sound Search by TikTok. Hum, whistle, or play a song into your phone and TikTok will (hopefully) identify it for you.

This new feature is eerily similar to YouTube’s song detection tool announced ~2 weeks ago. Interesting timing but not entirely surprising as YouTube and TikTok have been going head-to-head recently:

TikTok usage amongst teens is more active than it may appear: 64% of Gen Z use TikTok for search. Meanwhile YouTube’s ad revenue growth dramatically slowed down last quarter from 21% in Q1 to 13% in Q2.

There’s a chance TikTok is stealing users away from YouTube. With Sound Search, they are hoping to offer yet another way to grow its maturing search user base.

The feature is currently in beta and only accessible in select regions.