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Fandom on TikTok is more powerful than ever, with communities like #FilmTok driving conversation and connection around entertainment. In 2025 alone, an average of 6.5 million posts about film and TV were shared every day on TikTok, a reflection of how deeply fans engage with entertainment content on the platform. Throughout the 2026 Sundance Film Festival, we are excited to bring together creators, filmmakers, and industry leaders to explore fandom and storytelling.Conversations Shaping the Future of FilmAs the film world gathers in Park City for Sundance 2026, TikTok will be on the ground with creators, spotlighting the next generation of filmmakers and giving audiences an authentic, behind-the-scenes look at the festival.To kick off the festival, TikTok will host a creator welcome event celebrating Sundance’s final year in Park City. The event with A24 will feature a special integration with The Moment, a meta-mockumentary starring Charli xcx, with Charli in attendance to spotlight TikTok’s role in shaping pop culture narratives. Dawn Yang, TikTok’s Global Head of Entertainment Partnerships, will join a Variety panel at Adobe House on the future of audience engagement, examining how platforms are shaping discovery, fandom, and connection around film. She will also moderate a conversation exploring how creators and fans are redefining film culture and storytelling today, featuring TikTok creators @cvnela and @moviesaretherapy and Erica Elson of the Sundance Institute.TikTok Entertainment Ad SolutionsBeyond on-the-ground moments at festivals like Sundance, TikTok fuels discovery and engagement directly on the platform, shaping entertainment trends, culture, and viewership. 4 in 5 users say TikTok inspires their streaming choices and encourages them to explore more content (1) and 167% of TikTok users are more likely to maintain a streaming service subscription to participate in online discourse. (2) To help entertainment advertisers reach this community of highly engaged fans, we are launching TikTok Streaming Ads and New Title Launch.Powered by Smart+, Streaming Ads are a performance ad solution that seamlessly converts viewers into new subscribers. Streaming Ads deliver personalized ad experiences to users who have shown interest in entertainment specific content and shows them the most relevant shows in an advertiser's catalog — whether it be horror, comedy, or unscripted. Built specifically for streaming platforms, the ads showcase multiple titles within a single ad experience with two creative formats:Multi-Show Experience: a video carousel that shows four video tiles delivered from a streaming service catalog.Media Card: an interactive add-on that highlights multiple titles from a streaming service catalog.For entertainment advertisers' biggest moments — like new season premieres, franchise drops, big sports games or any marquee release — we are also announcing New Title Launch, TikTok's performance solution built to turn tentpole moments into subscription and ticket sales. New Title Launch Ads allows advertisers to reach high-intent users using specific signals, such as users' favorite movie genre or pricing sensitivity, to turn fandom into sales."Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine," said Tao Baecklund, Global Head of Content & Services Ads at TikTok. "We're listening to their evolving needs and are continuously developing new tools that allow them to 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."Creators on the Ground at Sundance 2026From red carpets and cast interviews to attending world premieres for Josephine, Rock Springs, and more, these creators will produce real-time content, helping audiences explore behind-the-scenes moments of the festival and inspiring their audiences' next watch:@cvnela (Los Angeles, CA): Monse Gutierrez is a TV and movie expert known for discussing scary stories and horror films. Whether her deep-dives are through video essays or interviews with stars and directors ahead of their films' release, she continues to share her love of horror through her content.@dani_apples (New York, NY): Daniela Manzano is a NYC-based cinephile and film creator known for her celebrity interviews, film deep dives, and breaking entertainment news. Her content blends pop culture news with thoughtful analysis, crafting engaging stories that resonate with film lovers and creatives of all backgrounds.@durafest2 (Los Angeles, CA): Durafest is a hilariously fun comedic duo consisting of Alex Maystrik and Pablo Hernandez based in Los Angeles, CA. They’re known for their in-sync movie monologue recreations which have been reposted by E! News and People Magazine. They love performing and are excited to write and perform their comedy in front of live audiences. Their passions include acting, improv, comedy sketch writing, and possibly becoming professional wedding dancers.@itsshannonburns (Toronto, Canada): Shannon Burns is a host and content creator based in Toronto, offering an exclusive behind-the-scenes look at life alongside celebrities. With a knack for creative and engaging interviews, she’s connected with some of the biggest names in film and music, including Taylor Swift, Timothee Chalamet, Tom Hanks, Ryan Gosling and Miley Cyrus. Shannon brings her love for pop culture to TikTok, where she shares celebrity news and a behind-the-scenes glimpse into life at a major radio station. With a sharp eye for pop culture, she delivers insightful commentary while fostering connection and representation within the LGBTQ+ community.@laurenashleybeck (Los Angeles, CA): Dubbed "The Queen of Stream," Lauren was a strong strategic and social player on Survivor: Island of the Idols, who has since remained highly relevant in the pop culture ecosystem as a host, red carpet interview correspondent, cultural commentator and overall entertainment content creator.@louislevanti (Los Angeles, CA): Louis Levanti is a social and digital media enthusiast who has a passion for the entertainment world including celebrities, music, television, movies and award shows. Louis started his content career as a Digital Producer for Paramount. He’s worked with brands such as MTV, Comedy Central, and Nickelodeon, and now is a producer and host for AwesomenessTV. On social media, he has an audience of 4M+ followers across TikTok, YouTube, Instagram, and Snapchat with his videos spanning from Celebrity and Pop Culture News to LGBTQ relationship content, food and drink, fashion, lifestyle and so much more. He's the internet's brutally honest best friend, a lover of dogs, a huge foodie, and if he had to define his niche he would say "I am my niche."@mandykayschendel (Seattle, WA): Pop culture and entertainment reporter, Mandy Schendel, has carved out a powerful digital presence using witty commentary on TV, film, and music that keeps audiences hooked and conversations buzzing. An actress and former Miss Washington (Top 10 at Miss America), she brings charisma and polish to every on-camera moment, blending her performance roots with journalistic savvy. Backed by a master’s in business management, Mandy’s career has spanned high-profile PR moments—from Super Bowl 50 VIP events to celebrity crisis management—giving her a rare insider’s edge. Today, as a sought-after content creator and live host, she collaborates with the entertainment industry to spotlight standout stories that get audiences excited and invested in what’s coming next.@moviesaretherapy (Kentucky): Kit Lazer talks about movies and TV all over the internet as often as he can. As someone in recovery, he believes that stories have saved his life and lives to create and hopes to create for a living.@toureshow (New York, New York): Touré Neblett is a content creator, author, journalist, cultural critic, podcaster, and television personality known for co-hosting MSNBC's The Cycle. He is also the author of several books, including the Prince biography "I Would Die 4 You," and has written for publications like Rolling Stone, The New Yorker, and The New York Times. His career also includes roles as a correspondent for CNN and hosting shows on Fuse and BET.Redefining FandomWith over 3 million combined posts and a 54% increase in posts in 2025, #FilmTok and #MovieTok continue to shape how film culture is discovered, discussed, and celebrated.TikTok doesn’t just surface new releases; it also brings forgotten favorites back into the spotlight. A recent Ipsos study found that nearly half of users (46%) discover old movies or TV shows they wouldn’t have otherwise known about, and 38% re-watch content they hadn’t seen in a while. (3) Tools like TikTok Spotlight help amplify these discoveries, connecting audiences to trending titles, fan content, and official film accounts. This culture of discovery and engagement puts TikTok at the center of the biggest entertainment moments, from the Oscars to Cannes to Sundance.#FilmTok has become a hub for film conversation and creativity, and we’re excited to see the community at Sundance 2026. Explore #Sundance2026 in the app or visit the in-app Sundance search hub to discover official Sundance content and join the conversation.Sources:Source: TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024. [Q3] (n=500)Source: TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024.Source: TikTok Entertainment Messaging Research, commissioned by TikTok in collaboration with Ipsos, Global results, September 2025...

In 2025, we saw brands bring new levels of creativity through Brand Chem – leaning into the cultural moments that sparked impactful conversations, partnering with creators to reach new audiences, and deepening meaningful relationships with niche communities.In the year ahead, users will demand even more as we enter a new era of brand engagement. Today, we’re thrilled to unveil TikTok Next, our sixth annual trend forecast, designed to equip marketers for the year ahead through deep insights into our community’s changing interests and behaviors. The forecast gives brands a roadmap to create engaging, inspiring content that also drives business results.“By 2026, we’re going to see a real shift in how people show up online. Users won’t just scroll, they’ll be in full-on discovery mode, following their curiosity, and expecting a return on the time they invest. For brands on TikTok, that means the era of passive consumption is over. Marketers will need to be on the pulse of cultural moments and participate as they happen, and clearly demonstrate the value they bring. The brands that win will be the ones combining human insight with smarter AI tools and richer data to create content that feels relevant, responsive, and genuinely worth engaging with,”said Sofia Hernandez, Global Head of Business Marketing for TikTok.You can view the full global TikTok Next forecast here.This year, we'll see trends rooted in our Irreplaceable Instinct, representing a shift toward the curiosity, conviction, and care that connect us. Our 2026 Trend Signals were powered by AI and grounded in human instinct – contextualized by how our community is feeling about the state of the world. We're hopeful, at times just trying to keep it together, and always excited to discover something new. We’ve categorized this year’s Trend Signals into three groups:Reali-TEACuriosity DetoursEmotional ROIReali-TEAFantasy is fading. In 2026, audiences will realign through the chaos to forge new realities together.Humanizing your brand goes beyond an AI avatar or chat bot, it’s listening, learning, and sharing real stories that spill the tea on what audiences actually feel. TikTok users have moved from romanticizing life to embracing #TheGreatLockIn, a focus on self-improvement and creating new communities of accountability. In 2026, we're intentional and grounded, and learning escapism isn't enough.Brands that help audiences navigate life’s chaos together are earning real loyalty. Oreo uses TikTok to read the room in real time, mirroring audience lingo and behavior. For their Reese’s collaboration, the team tapped into the emerging joke about “merging with your best friend,” creating a carousel where the two brands literally blended into one. It became Oreo’s second top-performing post of 2025. These moments make us laugh, reflect, and feel human. Audiences crave content that celebrates the highs and finds humor, community, and connection in the lows – Jet2Holiday anyone?Donʼt lock your content in six months out when audiences are rewriting theirs every week, creating flexibility to tap into the cultural “teaˮ before you go live, use our tools to check in on the latest conversations, and build space for humanity, humor, imperfection, and celebrating the highs. Tools like TikTok One Insight Spotlight and TikTok Market Scope track audience sentiment in real time. This allows brands to create content that reflects it with empathy and wit.Curiosity DetoursIn 2026, curiosity becomes the new currency as audiences dive deeper into new journeys of discovery.Our communities noticed they were becoming overreliant on tech to get from A to B, and missing all the exciting discovery that can happen in between. But behavior on our own platform is evolving. Audiences come with an active intention and are met with so many more curious, trusted, and unexpected answers that lead to new discoveries.Searching on TikTok is like an outing that starts with one simple plan but unfolds into countless surprises. You come with one intention, but along the way discover authentic tips, hacks, and stories that make the journey richer, more memorable, and way more fun than expected. Passive consumption is out while scanning the comments for answers, searching for "my makeup type", and never missing a beat on what everyone else is talking about is in. 2 in 3 searchers on TikTok say a central reason for using it as a search platform is that they discover useful things beyond what they were searching for (1). The most exciting part? There's no one query of entry to your brand. The unexpected rabbitholes of our audience take them across traditional verticals and interests, into new discoveries.Duracell (@duracellespanol) didn’t just find fans—it found stans. By hearing from users about their TikTok search journeys, the brand uncovered an unexpected connection between its batteries and the K-pop community, who rely on Duracell to power the glowing lightsticks of their favorite idols. What started as a niche discovery has become a powerful new growth audience and a top priority for 2026.This isnʼt about broadening your appeal, but about showing up meaningfully outside what you might think is your core category. Advertisers can leverage TikTok One Content Suite to dig deeper into organic brand mentions and see how the TikTok community really talks about and engages with your brand. Connect with creators to turn authentic content into paid campaigns, or use these insights to craft creative that speaks the audienceʼs language.Emotional ROIImpulse will lose to intention in 2026 as shoppers reward the brands that justify the why to buy, first.Consumers may be cutting back on “non-essentials,” but they’re also expanding what counts as essential—and emotions are driving that line. It’s no longer just about grabbing the cheapest shampoo or bread; it’s about finding the shampoo that truly works for your hair type, or turning bread-making into a ritual that supports wellness. Purchase decisions are increasingly premeditated, with audiences weighing emotional ROI as heavily as financial cost.Audiences are finding shopping recommendations from friends, in-store, or from AI, and are then going to TikTok to compare and validate from trusted creators before committing. As a matter of fact, 81% users say TikTok provides a view into real-life product usage. (2) The “why to buy” has never mattered more, and audiences are turning to brands and trusted TikTok voices to offer context, not just a sales pitch.Audible (@audible) cracked the Emotional ROI code by handing the mic to the TikTok community. What started as a simple, organic post asking for five-star book recs turned into an explosion of engagement, achieving 376% higher reach than their channel average as #BookTok flooded the comments with passionate picks. By letting listeners lead the conversation, Audible transformed from the authority on stories to a brand in the story.Shoppers are redefining whatʼs essential not by price, but by meaning, joy, and belonging. Advertisers should show their brand delivers real, everyday value—whether through cost-per-wear, emotional payoff, or community connection. With Symphony Creative Studio, you can easily adapt one idea across languages, formats, and styles—because in commerce, more content wins.Check out the full TikTok Next site and full 2026 forecast here.A Note on TikTok Next MethodologyOur annual trend forecast was built using TikTok's own tools that are also available to advertisers. For example, we used TikTok One Insight Spotlight and TikTok Market Scope, our first-party analytics platform that identifies audience behavior, content performance, and market trends, to uncover trends and user preferences. It unifies paid and organic data to show how people discover, talk about, and buy from brands on TikTok—helping marketers connect awareness to conversion in real time.TikTok Marketing Science ReferencesTikTok Marketing Science Global Future of Search Study 2025 US Results), conducted by WARCTikTok Marketing Science US, Commerce Landscape Study 2024, commissioned by TikTok in collaboration with Ipsos...

The start of a New Year is a natural reset. It's a time to create routines, plan activities, and check in with one another. We know these moments matter—especially for families juggling busy schedules.That's why this January, TikTok is partnering with small business creator Linda Tong Planners, @lindatongplanners, a talented artist who hand-illustrates stationery that makes organization both fun and accessible, to launch the "For You" Calendar. This physical weekly planner is a space designed for families to connect each week to plan, reflect, and have open conversations about how they spend their time both online and offline—from activities to time "for you." It gives parents and teens a simple way to talk about building balanced digital habits, whatever that looks like for them, alongside the plans they're already making.We want the calendar to be as accessible as possible for families, so we've partnered with Linda Tong Planners to offer a limited number of calendars for free. Families can head to lindatongplanners.com to order their calendar today.TikTok creators bring the calendar to lifeWith the start of the New Year and families looking for ways to reset routines, slow down and be more intentional about how they spend their time together, we partnered with TikTok parent creators to show how the "For You" Calendar can fit into everyday lives. @mrandmrsgrit, @mrshannonlanier, @oh.henrys, and @lyndseystamper1 are bringing videos directly into "For You" feeds to share how they approach organization, connection, and balance.As parents of teens, they show how small weekly moments can create space to pause, check in and actually talk about how families are spending their time—both offline and online. Their stories highlight how they use the calendar in their own homes—from coordinating busy schedules to carving out intentional family time and sparking meaningful conversations around healthy digital habits at home.Supporting families beyond the appThe "For You" Calendar is the latest resource designed to help families have ongoing conversations about their online experiences and create balanced digital boundaries together. By providing accessible tools that spark meaningful conversations, it builds on TikTok's other resources that promote digital literacy, safety, and well-being, including the Family Pairing tool, Time & Well-being space, and Digital Safety Partnership for Families.As families head into the New Year, resources like the "For You" Calendar can help turn small check-ins into lasting habits—bridging online inspiration with real-world connection. By blending creativity with simple tools for planning and reflection, families can stay organized, communicate openly, and spend more intentional time together, on and offline....