From the next must-see series to cult dramas making a comeback, TikTok has become a home for entertainment fans to discover and share what they love most. With over 4.5M posts using the hashtag #WhattoWatch, which has increased by 100% in the past 12 months, this community is not only providing inspiration for what to watch next, but creating whole new fan-first subcultures, conversations and viral moments, transforming the way audiences engage with and experience television today.

In honour of this vibrant community of TV fans, we're delighted to announce that TikTok is an Official Partner of the 2025 BAFTA Television Awards with P&O Cruises, following the successful partnership with the 2025 EE BAFTA Film Awards.

This collaboration represents TikTok’s continued commitment to supporting and amplifying the entertainment industry and inspiring future film and TV talent, whilst enabling this iconic British awards ceremony to reach a new audience.

You can follow @BAFTA on TikTok for exclusive content from the event itself, from red carpet interviews with BAFTA's red carpet host Charley Marlowe (@charleymarlowe) to behind-the-scenes glimpses of the ceremony.

From today, you can search "BAFTA" in-app to discover BAFTA-inspired content and learn even more about this year's nominees.

@bafta

Dominic Burns, Head of Operations, UK, Ireland and Nordics, said: "We are thrilled to announce our partnership with the prestigious 2025 BAFTA Television Awards with P&O Cruises. The community of television and film fans on TikTok is thriving, as creators come together to share their passion and shape the cultural conversation. Through this partnership we hope to bring the joy of BAFTA TV to a global audience and inspire the next generation of film and television makers."

Paul MacMahon, Head of Digital Content at BAFTA, said, "Working in partnership with TikTok has enabled us to support and amplify the work we do at BAFTA. There’s huge public interest in our Awards and working with TikTok and creators allows us to bring the excitement of the TV Awards and unrivalled access to the best TV talent in the business to wider audiences. TikTok is a key partner helping us to achieve our objectives in this space. We have already seen the impact of this partnership around the 2025 EE BAFTA Film Awards, with increased metrics across the board, including a 237% increase in engagement.”

Today, we are also thrilled to bring TikTok Spotlight to the UK. Most studios and broadcasters recognise the power of the TikTok community in driving audiences, downloads and even ticket sales, and through TikTok Spotlight they will be able TO harness the creativity of the TikTok community like never before.

Leveraging TV fandom with TikTok Spotlight

TikTok Spotlight is a new tool that drives community on our platform, making it easy for the entertainment industry to harness the power of TikTok to support upcoming releases and celebrate archive content. From unique anchor links in videos that click through to bespoke landing pages, to an analytics dashboard that allows marketeers to glean valuable insights from their fandoms, TikTok Spotlight allows publishers to react and engage in conversations in real-time, providing studios with a bird's-eye view of the community

TikTok Spotlight works with studios to identify the right creators to encourage authentic creation around their favourite films and shows. The best-in-class TikTok videos are then amplified across the platform and beyond, including on TikTok socials, educational materials, and other touchpoints.

Maximising audience engagement

The platform also identifies applicable TikTok videos and attributes them with a link that drives audiences to a dedicated landing page, where they can discover more details on their favourite TV shows such as the synopsis, cast, official accounts, and a collection of other creator content.

This allows entertainment enthusiasts to discover even more of the content they love. As well as this, users can watch TV shows on streaming platforms or even purchase movie tickets to see it on the big screen, directly from the landing page.

New to TikTok and want to find out #whattowatch next? Getting involved couldn’t be easier, simply download the app for free via the Apple App Store, Google Play or Amazon.