New research from TikTok’s Marketing Science team reveals the platform’s growing influence on movie-watching habits in theaters and streaming services.

According to the report, 34% of TikTok users who attend movies say the platform led them to watch a new film on streaming services. This statistic highlights TikTok’s impact beyond theatrical releases, extending into the streaming market.

The research indicates that TikTok users are 44% more likely than non-users to visit movie theaters at least once per month. 

Additionally, 47% of users report discovering new theatrical releases on the platform.

Source: TikTok

TikTok’s influence on moviegoing decisions is significant. 36% of users who discover a new film on the app purchase a ticket. 

The platform’s effectiveness spans various genres, with paid campaigns showing an increased interest in theater attendance: Animation (+2.3%), Action (+0.9%), Horror (+1.8%), Comedy (+1.0%), and Romance (+3.2%).

“Twisters” and “Bad Boys: Ride or Die”

Case studies from recent film releases demonstrate TikTok’s impact on box office performance. 

Universal Pictures’ “Twisters” launched a five-month TikTok campaign, resulting in an $81 million opening weekend, 60% higher than tracking estimates. 

The film’s TikTok account amassed nearly 200,000 followers before release, while related hashtags generated over 149 million likes, 951,000 comments, and 12.9 million shares.

Sony Pictures’ “Bad Boys: Ride or Die” campaign on TikTok led to a 249% lift in ticket purchase confirmations and a $1.79 positive incremental return on investment (ROI), 22 times higher than TV advertising. 

The film’s opening weekend grossed over $56 million in North America, contributing to a worldwide box office total exceeding $400 million.

Community Engagement

The research highlights community engagement on TikTok. Advertisements featuring TikTok trends in the first few seconds are 1.5 times more likely to capture and maintain viewer attention. 

Moreover, 39% of TikTok users who attend movies say trends or challenges influenced their decision to go to the theater.

Content creation plays a crucial role in sustaining audience interest post-release. The study finds that 80% of TikTok users have engaged with their favorite show or movie on the platform. 

Those who discover entertainment content on TikTok are 1.3 times more likely to watch reaction videos from creators.

The report also notes shifting preferences in movie-watching experiences. In 2023, 50% of moviegoers stated they always or sometimes opt for premium large formats (PLF) when seeing a film in theaters.

Find the full report here.