TikTok Fuels TV Hits: Burns Reveals Data Secrets

TikTok is increasingly influencing the success of major television productions through its Spotlight tool, according to TikTok UK boss Dominic Burns. The platform now actively partners with studios and broadcasters, supplying real-time data on trending content and audience engagement. This strategic approach has demonstrably helped shows like the BBC's "Celebrity Traitors" to capture a younger, more socially-connected demographic.

Burns explained that Spotlight provides analytics on fan-generated content, which significantly contributes to a show's overall visibility and popularity. This direct attribution of social media impact to business value is a core function of the tool. Beyond television, TikTok's influence is also being seen in film, with the BFI noting its role in the success of the London Film Festival.

The social media giant is exploring further applications in news and sport, aiming to enhance its direct support for the screen industry. While not directly financing content, TikTok's focus is on enabling and amplifying conversations around existing media, recognizing the crucial role of the UK screen industry in global content IP.