The age-old holiday dilemma of “what to watch” is increasingly being solved not by scrolling through streaming menus, but by scrolling through TikTok. New data from the platform reveals that African audiences are fundamentally shifting how they discover entertainment, turning to local creators to curate their watchlists.
Driven by the global hashtag #WhatToWatch, a vibrant ecosystem of reviewers, reactors, and industry insiders has emerged as a powerful force in the regional entertainment industry. In the first half of 2025 alone, creators across Sub-Saharan Africa uploaded more than 365,000 new posts under the tag, contributing to a global pool of over 5 million videos.
While TikTok is often viewed as a competitor for attention, internal research suggests the platform acts more as a catalyst for traditional media. According to TikTok, nearly half of its users (47%) have discovered a new movie through the app.
Furthermore, the “sound-on” immersive nature of the platform appears to be driving physical foot traffic. Data indicates that TikTok users are 44% more likely to visit a cinema at least once a month compared to non-users.
“Entertainment is synonymous with our platform,” says Boniswa Sidwaba, Head of Content Operations for TikTok in Sub-Saharan Africa. “These small screen moments connect people in ways that drive audiences to discover even more content to enjoy on the big screen.”
In Kenya, the community has moved beyond simple recommendations to creating deep cultural conversations around both local and international titles. Shows like Single Kiasi, The Chocolate Empire, and MTV Shuga Mashariki have seen extended lifespans online through viral sounds and behind-the-scenes snippets.
Several local creators have become influential tastemakers within this space:
- June Claire (@juneclairedontre): Provides first-hand glimpses into new releases.
- Nkatha (@talk.film.to.me.podcast): Offers sharp, analytical critiques of regional cinema.
- Chika (@chikanwaogu): Uses satire to review trending series.
- Stellar (@_just_stellar): Specializes in behind-the-scenes access and exclusive event coverage.
The trend marks a departure from traditional marketing. Instead of static trailers, audiences are engaging with “remixes” of popular scenes and scripted short stories, such as those from lifestory328, that mirror the drama of everyday life.
As the festive season approaches, the #WhatToWatch community is expected to serve as a primary barometer for which films and series will dominate African households. By bridging the gap between mobile screens and cinema seats, African creators are not just consuming content; they are actively shaping the continent’s entertainment economy.
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