- From BookTok bestsellers to global streaming hits, TikTok is fuelling fandoms, with 6.5 million posts about film and TV shared every day in 2025.
- New data reveals it is creating box-office buzz: at least 15 of the top 20 cinema films in Europe were viral sensations on TikTok
- At Berlinale 2026, TikTok is spotlighting the power of fandoms to drive film and TV success, launching a new #BookToScreen BookTok Bestseller List and highlighting breakout adaptations such as Maxton Hall, one of Prime Video’s most successful global series
- To help entertainment brands connect with these highly engaged fandoms, TikTok has launched two new performance-focused advertising solutions across Europe: Streaming Ads and New Title Launch
Berlin, 12 February 2026: Fandom on TikTok has become one of the most powerful forces in entertainment, with communities like #FilmTok and #BookTok driving discovery, conversation and commercial success across film, television and publishing. In 2025 alone, an average of 6.5 million posts about film and TV were shared every day on TikTok, reflecting the scale and intensity of audience engagement on the platform. This fandom creates box office buzz: at least 15 of the top 20 [markets to fill in stats if available] performing films at the cinema in Europe last year were viral sensations on TikTok. [1]
Berlinale 2026
At the 76th Berlinale International Film Festival, TikTok is spotlighting how digital fandom is translating into real-world impact, from box office and streaming performance to book sales. Bringing together creators, publishers, filmmakers and advertisers, TikTok’s presence at Berlinale 2026 centres on one idea: entertainment fandom no longer sits on the sidelines. It shapes what gets made, what gets watched and what succeeds.
The official @Berlinale TikTok account and the hashtags #Berlinale, #Berlinale2026 and #WhatToWatch (3+ million posts) showcase festival content in one place. The offering is complemented by a specially created in-app page in the #WhatToWatch hub with film tips, #BehindTheScenes moments (2+ million posts) and other highlights. Selected creators such as @melosempaii, @ariacallen, @dieshowmitchris and @lizzymarieee will be given access to the festival to share their impressions from the red carpet to behind the scenes with a broad community.
From #BookTok Buzz to Streaming Records and bestsellers
#BookTok has become one of the most influential engines in entertainment, turning books into bestsellers and accelerating their path to screen. In 2024, over 25 million books recommended by the platform were sold in Germany - more than twice as many as in 2023, and generating revenue of 342 million € [2]. To reflect that shift, TikTok has partnered with market research company Media Control to launch its #BookToScreen BookTok Bestseller List for January, spotlighting the titles whose success has been driven by TikTok fandom and whose stories are increasingly shaping film and television slates.
The inaugural #BookToScreen BookTok Bestseller List includes:
The list highlights books that have broken out on #BookTok and gone on to influence adaptation decisions, audience demand and commercial performance across Europe and beyond. For publishers, studios and streamers, it offers a real-time view of where cultural momentum is building and which stories are resonating most powerfully with fans.
Recent successes underline the impact of this ecosystem. Fandoms continue to shape how film culture is discovered, discussed, and celebrated. Maxton Hall, based on Mona Kasten’s bestselling novel, was a TikTok sensation, amassing over 120 thousand posts within the community, resulting in new streaming records. When the first series launched, it became Prime Video’s most successful non-US series, topping charts in more than 120 countries. Following the release of its second season in November 2025, the series reached number one globally on Prime Video within 24 hours [3]. Its momentum reverberated back to its origins, with over 1.7 million physical copies sold in Germany to date [4].
Ulrike Altig, Managing Director of market researcher Media Control commented: "Fandom on TikTok has become an engine for far more than bestseller lists. For the industry, it offers early signals of which stories are most likely to travel, resonate and scale on screen. In that sense, #BookTok and #FilmTok have emerged as key drivers of commercial success."
Entertainment discovery, built on fandom
Four in five users say TikTok inspires their streaming choices and encourages them to explore more content. [5] To help entertainment brands connect with these highly engaged fandoms, TikTok has launched two new performance-focused advertising solutions across Europe: Streaming Ads and New Title Launch.
Powered by Smart+, Streaming Ads are designed to convert interest into subscriptions. The format delivers personalised ad experiences based on users’ demonstrated interests, surfacing the most relevant titles from a streaming service’s catalogue, from drama and comedy to unscripted and genre content. Built specifically for streaming platforms, the ads showcase multiple titles within a single ad experience with two creative formats:
- Multi-Show Experience: a video carousel that shows four video tiles delivered from a streaming service catalog.
- Media Card: an interactive add-on that highlights multiple titles from a streaming service catalog.
For major release moments, TikTok has also introduced New Title Launch, a performance solution built to turn cultural moments into ticket and subscription sales. Using high-intent signals such as genre preference and price sensitivity, New Title Launch enables advertisers to reach audiences most likely to act, whether for a season premiere, tentpole film launch or live sport event.
"Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine," said Tao Baecklund, Global Head of Content & Services Ads at TikTok. "We're listening to their evolving needs and are continuously developing new tools that allow them to reach high-intent viewers and drive key business results like subscriptions and ticket sales - all while delivering a more personalized, engaging experience for our users."
Redefining fandom at scale
With more than three million combined posts and double-digit year-on-year growth, #FilmTok, #MovieTok and #BookTok continue to shape how entertainment is discovered, debated and revived. TikTok not only amplifies new releases, but also brings backlist titles and catalogue films into renewed cultural relevance, extending their commercial life and broadening their audiences.
Ends
Sources:
- Media Control, Comscore, Allscreens, Official Movie Charts 2025
- Based on Sales numbers from Media Control in Germany, More info here: https://newsroom.tiktok.com/rekordjahr-fuer-booktok-ueber-25-millionen-verkaufte-buecher-in-2024?lang=de-DE
- Amazon Prime Video
- Media Control, Comscore, Allscreens, Books sold Maxton Hall
- TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024. [Q3] (n=500)