In the changing world of social media advertising, two significant trends are currently
making waves. First, TikTok has transcended smartphones, finding its place on the big
screen. Simultaneously, streaming services are redefining our content consumption
habits. In this article, I explore the impact of TikTok’s direction into streaming services,
providing guidance on how to navigate the world of social media advertising for top
brand marketers.
TikTok’s TV Dominance:
The platform’s rise has been nothing short of extraordinary. TikTok has captured the
attention of a global audience, reaching an astonishing 1.5 billion monthly active users
at the end of 2023, and projected to reach 2 billion by the end of 2024.¹ The application’s
momentum seems unstoppable amongst other social media platforms.
TikTok has achieved a noteworthy milestone with its growth into smart TVs and linked
devices, including Amazon Fire TV, Google TV, Samsung, and LG smart TVs. ² Designed
with shared viewing experiences in mind, the TikTok TV app streamlines video
streaming from the “For You” and “Following” pages.
Tikok’s TV Trajectory: A Statistical Overview:
Streaming services are eager to reach a transcending generation, who are increasingly
turning to online platforms for entertainment.³
Apple TV users lead the pack in terms of TikTok engagement, with a remarkable 33% of
them actively using TikTok on a weekly basis. While Google Chromecast users stand at
31%, Roku device owners follow closely behind at 29%. Owners of Amazon Firestick TVs
and Samsung Smart TVs are both rather prevalent, with 28% of the market. Last but not
least, LG Smart TVs exhibit notable involvement at 25%.⁴ The trend of watching
full-length movies and TV shows in bite-sized chunks on TikTok has contributed to this
surge in user activity.
Key moments from shows and films often make their way into TikTok’s algorithm,
engaging viewers. This unique approach fosters connections, encourages comments
and humor, and allows users to skip filler content, all without additional costs.
Streaming services have embraced this trend for promotional purposes, as seen with
Peacock’s release of the pilot episode of “KILLING IT” on TikTok.⁵
The trend of consuming shows and movies in bite-sized portions on TikTok is expected
to persist, particularly among younger audiences. This shift highlights the need for
traditional entertainment platforms to adapt to changing viewer preferences.
Predictions & Takeaways:
TikTok’s expansion into smart TVs has the potential to disrupt traditional TV viewing
patterns and challenge YouTube’s supremacy. Longer video formats on TikTok present
fresh opportunities for advertisers to engage audiences.
The synergy between TikTok and smart TVs unlocks exciting possibilities for
cross-device advertising campaigns. The seamless transition of content from mobile
devices to TVs opens innovative marketing avenues.
Senior brand marketers must adapt to stay relevant, offering new ad opportunities and
changing content consumption. As we navigate this dynamic terrain, we encourage
readers to share their thoughts and experiences, fostering a collaborative dialogue on
the future of social media advertising in the streaming era.
Written By: Jessica Carrasco, Josue Saldana, Ryan Distaso
Attributes:
1. https://www.businessofapps.com/data/tik-tok-statistics/
2. https://www.socialmediatoday.com/news/tiktok-brings-its-connected-tv-app-tomore-users-in-the-us/610465/
3. https://www.fastcompany.com/90949672/tiktok-future-of-television-peacock-streaming
4. https://interpret.la/tiktok-expanding-its-footprint-across-smart-tv-and-ctv/
5. https://www.movieguide.org/news-articles/why-people-watch-tv-shows-movies-on-tiktok.html