TikTok&#8217;s New Ad Formats Cater to Streaming and Entertainment Advertisers

The new Streaming Ads offering uses Smart+, TikTok’s 15-month-old suite of AI-powered tools for campaign automation , to show real clips from various shows to audiences on TikTok whose historical behavior indicates they are interested in entertainment content. The product is intended to help streamers convert more subscribers.

Streaming Ads spotlight various titles from a given streaming service’s catalogue within a single ad experience by showing users either a video carousel that displays four video clips or an interactive card displaying various tiles.

TikTok is also rolling out New Title Launch, a performance-focused offering designed specifically to promote big releases such as a new season of a show, a film premiere, or a major sporting event—and drive outcomes like ticket sales and subscriptions. Using TikTok’s ad targeting features, New Title Launch pinpoints audiences who are most likely to care about the announcement based on signals like price sensitivity or genre preferences.

“Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine,” said Tao Baecklund, TikTok’s global head of content and services ads. The company is “continuously developing new tools” tailored to help these advertisers “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,” Baecklund said.

TikTok has been steadily developing a range of vertical-specific offerings as it looks to entrench its advertising business. Last February, the company rolled out Automotive Ads for dealers and manufacturers. More recently, in October, TikTok welcomed Travel Ads, a dedicated format for travel companies that integrates travel catalogs—including flights, hotels, and destinations—with TikTok’s intent signals and Smart+ automation to encourage wider discovery and more bookings.

Streaming and entertainment may be especially valuable areas of investment for the video app. In 2025, an average of 6.5 million posts about film and TV were shared on the platform daily, per TikTok’s internal research. Plus, around 80% of TikTok users report that “TikTok inspires their streaming choices and encourages them to explore more content,” the company said.

The company is also advancing its measurement capabilities, most recently with pixel-based tracking that aims to help advertisers quantify sales that take place outside the confines of TikTok Shop or TikTok ads.

TikTok announced the new ad offerings at the Sundance Film Festival in Park City, Utah, this week.

Last month, TikTok entered into a binding agreement to restructure its business, selling its U.S. operations to a consortium including Oracle, Silver Lake, and MGX, after a protracted regulatory battle over its future in the market. That deal is slated to close Thursday, according to reporting by The Associated Press .

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