TikTok launches Streaming Ads to target entertainment fans
The platform’s latest ad tools are built to convert fandom into subscribers
The short-form video platform has launched Streaming Ads, a new AI-powered ad format that lets entertainment brands promote multiple shows or movies within a single campaign. This move caters directly to studios and streaming services hungry for conversions, not just views.
At the heart of this new offering is Smart+, TikTok’s automation suite, which now powers Streaming Ads using real clips from a studio’s catalog. Combined with audience behavior signals, the platform can automatically match the right titles with the right viewers. The goal is to turn TikTok buzz into paid subscriptions or ticket sales.
This article explores TikTok's Streaming Ads and what the new format means for entertainment marketers aiming to drive full-funnel performance.
Short on time?
Here’s a table of contents for quick access:
- What TikTok’s Streaming Ads actually do
- How Smart+ delivers performance at scale
- What marketers should know about this update
Patrecia Meliana
What TikTok's Streaming Ads actually do
Streaming Ads give streamers two creative options to showcase their catalogs: Multi-Show Experience and Media Card.
- Multi-Show Experience is a scrollable video carousel with up to four auto-play video tiles, each pulled from a streamer’s library.
- Media Card is an interactive add-on layered over a standard video, with title headlines, genres, and even IMDb stats. Cards automatically scroll every 4 seconds to highlight more titles.
This format allows streamers to promote a wider set of content in one placement. TikTok says it dynamically optimizes which titles are shown based on predicted conversion and click-through performance for each viewer.
Early tests show promise. TikTok claims that 80% of campaigns using Streaming Ads outperformed those using traditional ad formats.
How Smart+ delivers performance at scale
Smart+ automates campaign setup and optimization. Marketers upload their content library into TikTok Ads Manager, where the platform uses AI signals to match users with the content they’re most likely to engage with.
This is not just about creative. Smart+ also handles bidding and delivery in real time, removing manual guesswork from the process.
For bigger launches, TikTok also offers New Title Launch. This format is designed for high-stakes moments like season premieres or franchise debuts. TikTok reports that 60% of advertisers using New Title Launch beat their stated CPA goals.
Together, Streaming Ads and New Title Launch form TikTok’s entertainment performance suite—geared for both evergreen discovery and major campaigns.
What marketers should know
TikTok’s Streaming Ads push reveals how serious the platform is about becoming a true driver of entertainment growth. Here’s what matters most for marketers:
1. Smart+ reduces manual effort
The campaign process is largely automated. From creative assembly to bid strategy, Smart+ makes it easier for marketers to launch and scale content-driven campaigns without needing to refresh assets constantly.
2. Dynamic creative = less fatigue
Instead of running one hero trailer for weeks, marketers can let TikTok mix and match clips based on what users care about. This improves engagement while keeping production overhead low.
3. TikTok’s influence spans discovery to retention
According to TikTok, 4 in 5 users say the app influences what they watch. On top of that, users are 167% more likely to stay subscribed to a service to keep up with TikTok discussions. That makes this platform critical not just for driving sign-ups but also long-term stickiness.
4. It’s a performance play, not just a branding one
Streaming Ads are designed to optimize for conversions, not just views. With real-time adjustments based on click-through and conversion data, this format speaks directly to growth and performance teams.
TikTok is increasingly positioning itself as a conversion engine for the entertainment world. Streaming Ads give marketers the tools to transform curiosity into action—offering performance-focused campaigns that scale without sacrificing relevance or creativity.
For entertainment brands looking to close the loop between discovery and subscription, TikTok just gave them a serious upgrade.
