TikTok has announced a new feature called “Spotlight,” developed in collaboration with major studios like Warner Bros.
This innovative addition aims to transform TikTok into a powerful tool for discovering and engaging with movies and TV shows, potentially challenging established players like Google in the media discovery space.
The Spotlight feature, unveiled today, is designed to leverage TikTok’s vast user base and its unique format of short-form video content.
Users will now see Spotlight links embedded in videos related to movies and TV shows.
These links will direct viewers to dedicated landing pages providing comprehensive information about the featured titles, including synopses, cast details, and additional video content created by other users.
“We are excited to introduce Spotlight as a new way for our users to discover and engage with their favorite movies and TV shows,” said a TikTok spokesperson.
“This feature aligns with our goal of enhancing user experience and making TikTok a central hub for entertainment discovery.”
The feature’s debut comes as TikTok looks to capitalize on its role as a discovery engine. Users have already been sharing short clips from films and TV shows, using the platform to generate buzz and engage with content in novel ways.
With Spotlight, TikTok aims to formalize and expand this process, allowing users to not only discover but also take immediate action—whether it’s watching the content on streaming platforms like Max, renting it on demand, or purchasing tickets for a theatrical release.
Spotlight will initially be available through partnerships with a select number of studios, with Warner Bros. being one of the first to take advantage of the new tool. The studio is using Spotlight to promote the highly anticipated second season of its hit series, “House of the Dragon.”
As part of the campaign, Warner Bros. is incentivizing content creators to produce videos related to the show, such as reviews, skits, or makeup tutorials.
Creators who participate and meet certain criteria will earn rewards including exclusive profile frames, filters, merchandise, movie tickets, and even access to red-carpet events.
“We’re thrilled to collaborate with TikTok on this innovative feature,” said a Warner Bros. representative.
“Spotlight provides an exciting opportunity to engage with fans and generate buzz around our latest releases in a way that resonates with today’s digital audience.”
The integration of Spotlight builds on a successful experiment conducted earlier this year.
In February, Warner Bros. used the feature to promote “Dune: Part Two,” leading to over 260,000 fan-generated posts within just two weeks before the film’s premiere.
This impressive engagement demonstrated the potential of Spotlight to drive significant user interaction and media buzz.
While the initial rollout of Spotlight will be limited to a few studios, TikTok envisions a broader application of the feature in the future.
The platform’s move into media discovery comes at a time when traditional search engines, particularly Google, face scrutiny and competition.
Recent antitrust rulings against Google and the rise of new AI-driven search tools from companies like Perplexity and OpenAI signal a shifting landscape in information discovery.
TikTok’s expansion into this space could challenge Google’s long-standing dominance by positioning itself as a primary destination for media-related searches and recommendations.
With its vast user engagement and creative content ecosystem, TikTok is well-positioned to capture a significant share of the media discovery market.
“As we look to the future, Spotlight is not just about discovering new content but also about redefining how media discovery happens,” the TikTok spokesperson added.
“Our goal is to make TikTok the go-to platform for finding and engaging with entertainment, setting us apart from traditional search engines.”
