TikTok is increasingly influencing how audiences in Kenya discover and engage with films and television shows, according to a statement outlining the platform’s role in shaping viewing habits through user-generated content.
The platform says its community of users has become an important space for sharing and discovering content, particularly during periods when audiences are searching for shows and movies to watch.
Through short videos, reactions and reviews, users contribute to conversations that influence which titles gain attention.
Much of this activity is centred on the #WhatToWatch hashtag, which aggregates film and television recommendations across the platform.
According to the statement, more than five million videos have been published globally under the hashtag to date, with over 365,000 posts uploaded across Sub-Saharan Africa in the first half of 2025.
TikTok says the scale of participation reflects how African audiences are actively shaping entertainment trends.
Boniswa Sidwaba, Head of Content Operations for TikTok in Sub-Saharan Africa, said entertainment remains central to the platform.
“Entertainment is synonymous with our platform. Our research has found that almost one in two (47%) users say that they have discovered a new movie by coming to TikTok,” she said.
The statement further notes that movie studios, streaming platforms and broadcasters receive additional exposure through content shared by creators.
TikTok says its full-screen, sound-on format supports content discovery and may influence viewing habits beyond the app.
Data cited in the statement indicates that users are over 44 per cent more likely to attend the movies at least once a month compared to non-users.
In Kenya, TikTok is described as a key destination for audiences engaging with both local and international productions.
Users share commentary on trending storylines, viral sounds from popular scenes and behind-the-scenes snippets involving local film personalities. Shows referenced in the statement include Single Kiasi, Reckless, Mommy Club, Adam to Eve, The Chocolate Empire, MTV Shuga Mashariki and Lulu.
The statement also highlights Kenyan creators active within the #WhatToWatch space. June Claire is cited for sharing content on local and international films, while Nkatha, host of Talk Film to Me, is known for film critiques.
Lifestory328 produces short scripted stories focused on relationships and everyday experiences. Chika offers satirical takes on trending movies and series, while Stellar shares behind-the-scenes content, trailers and event coverage related to the local entertainment industry. Sidwaba said creators help audiences connect through shared viewing experiences.
“From rewatching local favourites to recommending international blockbusters, African creators enable audiences to laugh, reflect and ultimately build community around their favourite series and movies. These small screen moments connect people in ways that drive audiences to discover even more content to enjoy on the big screen,” she said.
by SHARON TRACY NGARI
