• by Colin Kirkland , February 12, 2026

Following its recent launch of Smart+ ads for streaming brands at Park City’s Sundance Film Festival, TikTok has announced identical ad formats aimed at connecting entertainment brands with European users who identify as fans of films and streaming series, as well as a new in-app list to highlight book lovers across the globe. 

Last month, TikTok announced “Streaming Ads” and “New Title Launch” -- two personalized artificial intelligence (AI)-powered ad formats designed to convert users’ engagement with entertainment-first content into paid subscriptions and ticket sales.

The social media company introduced the same ad types this week at the 76th Berlinale International Film Festival to advertisers based in Europe.

Similar to its Sundance campaign, TikTok invited a handful of popular film and entertainment creators to the festival in order to share content from behind the scenes to the Berlinale’s designated account.

The new ad options come in response to the growth of film and TV content and fandom on TikTok, with over 6.5 million posts about film and TV shared across the app daily and almost half of TikTok users discovering old movies or shows on the platform, according to TikTok’s internal data.

In addition, #FilmTok and #MovieTok experienced a 50% boost in posting activity last year. 

TikTok has focused on developing its reputation as a place for movie and TV lovers by partnering with major film festivals across the globe, including Sundance and Cannes, where creators are invited to shoot and post exclusive footage, interviews and festival highlights to the app’s billion users. 

Last year, TikTok also hosted its own film competition, which received 300,000 entries and rewarded winners with cash prizes and a trip to Cannes.

In addition to entertainment-focused ads, TikTok is honing in on a growing portion of its user base engaging with books and #BookTok, a hashtag that has amassed over 73 million posts worldwide. However, engagement seems to have flourished overseas. 

TikTok’s announcement states that in 2024, over 25 million books recommended by the platform were sold in Germany, generating revenue of almost $406 million.

To capitalize on this trend, TikTok has partnered with market research company Media Control to launch its #BookToScreen BookTok Bestseller List, spotlighting books that have become popular due to TikTok fandom and are being made into films and series.

The social media company has primarily designed the list as a real-time document for publishers, studio and streamers to follow and gain an understanding about what titles are gaining attention in the app.