TikTok Launches “Spotlight” Feature to Enhance Movie and TV Show Discovery

TikTok is expanding its role as a media discovery platform with the introduction of a new feature called “Spotlight.” This initiative, developed in partnership with major studios like Warner Bros., allows users to explore movies and TV shows through short-form videos. The Spotlight feature appears on relevant content, directing users to a dedicated landing page that provides additional information, including synopses, cast details, and creator-generated video content. From this page, users can access streaming services, rent films, or purchase theater tickets. To qualify for Spotlight links, videos must meet specific viewership thresholds, and creators must have a substantial following. Participants in the Spotlight campaign can earn various incentives, such as exclusive profile frames, filters, merchandise, movie tickets, and access to red-carpet events. Warner Bros. is leveraging this feature to promote the second season of “House of the Dragon,” rewarding creators for producing content related to the show, including reviews and tutorials, under the hashtag #HOTD. The feature was initially tested in February with the promotion of “Dune: Part Two,” generating over 260,000 fan-created posts in just two weeks. Currently, Spotlight is available to a limited number of studios, but it has the potential to position TikTok as a primary destination for media discovery, challenging Google’s dominance in the search engine market. As TikTok continues to innovate, its latest offering may reshape how audiences discover and engage with entertainment content, especially in light of recent antitrust developments against Google and the rise of AI-driven search tools.