TikTok has fast become the ultimate home for film and TV content online.

From building buzz around the latest box office releases, to reigniting love for cult classic shows, our community isn't just discovering content on TikTok, they’re shaping the conversation around it.

With 5.3 million posts under #WhatToWatch and three quarters of users saying TikTok influences what they watch next, our platform now plays a decisive role in entertainment culture.

Thanks to this explosion of entertainment content, TikTok has also become a major promotional tool for studios and broadcasters, boosting cinema ticket sales, subscriptions and viewership across the UK.

This week, we're bringing TikTok entertainment fandom to life at Edinburgh TV Festival, the premier event for the TV industry, and we can't wait for what's in store...

TikTok drives people to tune into shows and films

Entertainment on TikTok is a continuous loop of discovery, community and creativity. People discover shows and films on TikTok, head off to watch them, then come back to join the conversation, helping titles reach new audiences every time.

Our powerful combination of paid advertising solutions and our organic tool, Spotlight, helps the entertainment industry tap into this opportunity.

While paid sparks attention, Spotlight leans into the energy already emerging on TikTok, by allowing fans to co-create with their favourite shows and films, stream or buy tickets through direct attribution links, and deliver in-depth insights for studios and broadcasters.

Together, these are designed to drive discovery, spark buzz and amplify fan energy, driving results across the entire life cycle of a film or TV show, from teaser to premiere and beyond.

Now, for the first time, we have the data to show how this translates into real-world viewership.

New research shows TikTok drives tune-in In partnership with the television insights and intelligence platform Samba TV, we've taken an in-depth look at how TV campaigns perform on TikTok.

Our research* shows that households exposed to TikTok ads were 44% more likely to tune in to a show, with the BBC's comedy series Amandaland among the shows seeing the strongest results, alongside titles from ITV and Channel 4.

But what’s most compelling is who those ads reached. Over half were “light TV viewers” – people who typically don’t watch much broadcast or streaming content, and are hard to engage through traditional advertising channels. Together with medium viewers, they made up nearly 70% of all tune-ins after seeing TikTok ads.

TikTok is also helping reignite passion for classic shows, with households seeing campaigns for existing series nearly 50% more likely to tune in.

TikTok at Edinburgh TV Festival

This week at Edinburgh TV Festival, we're hosting an jam-packed session diving into the future of entertainment fandom on TikTok.

In addition to sharing more insights from our Samba TV research, we'll be joined by a panel of industry experts, from BBC Studios to Wallace and Gromit creators Aardman Animations, hosted by our very own entertainment extraordinaire creator Hannah Townsend (@hannahgtown).

Stay tuned for a very exciting announcement at the end of the panel...

Stephen Naughton, UK Group Vertical Director, Entertainment at TikTok. “TikTok has become a true destination for entertainment fandom and culture, driven by the creativity and passion of our community. This is opening new doors for the industry, helping them reach new audiences, spark conversation and build excitement around upcoming releases, while also breathing fresh life into classic titles. From boosting tune-ins to driving subscriptions, TikTok is having a meaningful impact on entertainment - and Edinburgh TV Festival is the perfect place to celebrate that."

Meet the creators shaping screen culture

Whether they're previewing the latest box office releases, dissecting character arcs, or recommending the next binge-worthy series, TikTok creators are redefining how audiences connect with the TV they love. Explore the voices shaping today’s screen culture:

  • @j_watches – Jamilo is a dynamic TikTok creator who leverages the platform to share her insightful film and TV reviews, aiming to connect with a community of like-minded enthusiasts. Through her engaging content, she fosters discussions around the latest releases, offering fresh perspectives and sparking conversations among her growing audience.
  • @indigoreports –Indigo is a Scottish entertainment reporter sharing her expertise on TikTok. She highlights how social media has changed the way she approaches film journalism and showcases how opportunities like the BBC Creator Lab have led to real-world success. Her content offers a behind-the-scenes look at the evolving world of entertainment reporting for aspiring journalists and film enthusiasts alike.
  • @megghughes – Meg Hughes is a 25-year-old aspiring director and passionate film enthusiast from Dublin, Ireland. With a background in Film and Television production, she shares her cinematic journey through engaging content on TikTok, where she has garnered over 300K followers and 21 million likes. Meg's videos offer a blend of film analysis, behind-the-scenes insights, and personal anecdotes, reflecting her love for storytelling and the art of filmmaking.
  • @talkofthetownsends - run by Benedict and Hannah Townsend, who bring their passion for TV and film to TikTok. They share reviews, commentary, and behind-the-scenes insights, helping their audience discover new shows, movies, and trends. Their content creates a space for fellow enthusiasts to connect, discuss, and celebrate storytelling, making complex media conversations engaging and accessible.

Want more entertainment content on TikTok? Search #WhatToWatch for inspiration from our community.

* Source: TikTok Marketing Science UK /SambaTV Tune In Meta Analysis 2025