The Modern TV Guide: How TikTok Drives Tune-In for Broadcasters and Streamers

TikTok has evolved far past a platform for passive scrolling transforming into the modern TV guide for UK audiences, directly driving viewers from their digital feeds straight to broadcast and streaming screens. Driven by tailored recommendations and platform-specific creative, TikTok advertising consistently converts even the most elusive cord-cutters to watch programmes live during prime time.

To quantify this real-world impact, TikTok partnered with Samba, a leading provider of television audience insights and analytics. Building on our initial 2025 meta-analysis of 11 UK studies, our updated 2026 research evaluates 33 UK studies across broadcast and streaming platforms. The selection criteria covered a broad mix of UK broadcasters and streaming services across diverse campaign sizes, media spends, and programme genres.

Overall, the meta-analysis reveals that TikTok ad exposure generated an average +45.2% tune-in lift across UK streaming and linear platforms (up from our +44% baseline in 2025). This year-over-year increase confirms that advertisers are successfully implementing platform best practices and optimising campaign strategy.

The three top findings every UK broadcaster and streamer needs to know:

Format Strategy: To maximise tune-in lift, campaigns should use multiple formats (three or more ) and position Pulse (or other premium formats) as a foundational anchor for TV campaigns.

Content Discovery: Broadcasters and streamers can significantly boost engagement by deploying interest and re- targeting throughout the entire launch window, reinforcing tune-in from initial teaser through to post-release.

Light TV Viewers are Converting: TikTok not only reaches difficult-to-reach audiences like Light TV Viewers*, it drives engagement with known series and IPs and drives users to watch broadcasts of cultural moments and shows.

How Premium Formats and Bundling Drive Frequency

When it comes to driving strong tune-in on TikTok, format variety is what moves the needle. Single-format campaigns just don't deliver the reach or creative range needed to spark action. Our analysis shows that pairing premium placements with a mix of formats creates the ideal frequency, and that's what drives tune-in rates above platform average.

The key is building "good frequency": getting in front of people multiple times, across different touchpoints, with different creative and different formats, all working together to nudge them toward tuning in.

Combining multiple ad units across a campaign creates a powerful bundling effect that builds effective, non-fatiguing frequency.

Campaigns that bundled three or more ad formats achieved an extraordinary +26.3% lift above the platform norm. This tactical frequency strategy generated an incremental tune-in lift of nearly 30% above the platform average, proving to be the single most effective campaign structure in the analysis.

The Impact of Premium Formats

Premium ad formats (like TopView, Pulse and TopFeed) act as the primary drivers within an entertainment marketer's toolkit. Campaigns utilising premium solutions achieved a +16.2% higher tune-in lift than those relying solely on non-premium ad placements.

Leading the portfolio was TikTok Pulse, which delivered an impressive +18.1% lift above the platform norm. Conversely, campaigns running without premium formats lagged behind, delivering tune-in rates 10.6% weaker than the norm. Premium formats are not just beneficial additions; they are foundational requirements for capturing prime-time attention.

Strategic Recommendations & Key Takeaways

Here are the signals to follow to get the best results.

• Anchor Campaigns with TikTok Pulse: Position Pulse as the cornerstone format for streaming and broadcast launches to secure high-visibility, premium exposures.

• Prioritise Premium Formats: Avoid relying strictly on standard ad units. Including premium options is essential to preventing campaign underperformance.

• Implement 3+ Format Bundling: Build multi-format media plans combining TopView, In-Feed, and Pulse solutions to generate optimal tactical frequency and drive tune-in lift nearly 30% above average.

Driving Content Discovery Across the Launch Window

How many times have you heard someone say, "I saw this on TikTok"? TikTok acts as a dynamic engine for fresh content discovery, from beloved IPs, and genres they wouldn't have watched if not for TikTok. Capturing today's audience requires looking beyond premiere night alone; it demands an intentional, full-funnel approach that builds momentum early and sustains viewer interest long after the first episode airs.

Intentional Targeting & Strategic Flighting

Interest-based targeting is a major driver of viewership — campaigns using it see a +46.4% lift in tune-in. But to really maximise conversion, you need to reach audiences at the right moments throughout the campaign.

That's where timing comes in. Running ads across both the pre-release and post-release phases keeps momentum going, adding a further +9.1% lift. Retargeting also plays a big role, deepening audience engagement with the story and driving a +12.2% lift. Combined with a multi-format strategy, sequential retargeting should be a top priority for entertainment marketers.

IP and Genre Discovery

TikTok is the modern TV guide, the place people go to discover new shows and content. In fact, users are 8.8% more likely than average to use TikTok to find brand-new IP and shows they haven't seen before.

This appetite for discovery is especially strong in certain genres. Reality TV leads the way, performing 39.6% above average, followed by Crime at 15.9% above average, the two top-performing genres on the platform. But it's not just about recommendations: audiences come to TikTok to be entertained and to connect with other fans watching the same thing.

Strategic Recommendations & Key Takeaways

Here are the signals to follow to get the best results.

• Capitalise on the Full Launch Window: Extend campaign flighting across both pre-release and post-release phases of a programme or sporting event to secure an extra 9.1% lift over the norm.

• Prioritise Retargeting: Use retargeting strategies to build story depth and frequency, driving an additional 12.2% lift above the benchmark.

• Leverage High-Performing Genres: Tailor creative strategies to lean into the platform's natural appetite for reality and crime programming, while positioning TikTok as the launchpad for brand-new IP.

Converting the UK's Most Elusive Audience: Light TV Viewers

Light TV viewers account for 45% of TikTok households measured by Samba, averaging just 1.7 hours of traditional television viewing a day. Historically, this cord-cutting group has been traditional advertising's most elusive target, representing a major blind spot for broadcast-only media buys. Crucially, our meta-analysis proves that TikTok does not merely reach this audience; it actively converts them into dedicated TV viewers who engage and connect with content on the platform.

Light TV Viewer Habits and Viewing Tendencies

Understanding how this group consumes content is key to moving them from feed to screen. Light TV viewers use TikTok as their personal TV guide, turning to it for recommendations, trailers, and cultural buzz instead of browsing traditional channels or menus.

Their behaviour on the platform points to a strong appetite for discovery and genre content:

• High IP discovery: Light TV viewers are 33.4% more likely than average to discover brand-new IP on TikTok, and 8.0% more likely to find returning franchises and series.

• Strong genre affinities: Once they discover content, this group converts fast. Reality TV drives a striking +65.5% lift, and Crime follows at +54.9%.

• High conversion potential: Light TV viewers outperform the general TikTok baseline across every strategy and genre. Retargeting this group (+64.9%), plus genre-specific messaging for Reality TV (+74.8%) and Crime (+70.0%), produced the highest lifts in the entire 33-study analysis.

Driving Light TV Viewer Conversion: Key Tactics & Recommendations

• Deploy multi-format trailer campaigns. Trailers work especially well with this group — Light TV viewers discover programming via trailers at a rate 16.2% higher than average. Lead with strong trailer content across a multi-format mix to grab attention early.

• Retarget cord-cutters for frequency. Retargeting drives a +43.6% lift. Build dedicated retargeting pools for Light TV viewers, combining multiple formats and fresh creative to build frequency and boost conversion.

• Keep creative varied. Showing this group multiple creative executions adds a further +6.9% lift — proof that variety keeps them engaged.

• Sustain pre- and post-release activity. Keeping campaigns running across both launch phases drives a +35.8% lift among Light TV viewers.

• Drop the one-size-fits-all approach. Match your creative, format, and targeting to how Light TV viewers actually discover and engage with your genre.

Conclusion: Setting the New Standard for TV Tune-In

This research makes one thing clear: TikTok isn't just a channel for awareness anymore — it's become essential for driving real, measurable viewership. By turning everyday viewing habits into direct tune-in results, TikTok gives UK broadcasters and streamers a direct line to today's TV audience.

Getting the most from a campaign isn't just about being present — it takes deliberate, full-funnel execution:

• Build real frequency. Combine three or more ad formats to lift tune-in by nearly 30% above platform average.

• Sustain momentum. Treat discovery as a full journey — keep targeted activity and retargeting running across both pre- and post-release.

• Reach who traditional media misses. Move beyond one-size-fits-all planning and convert Light TV viewers with trailer-led creative, varied content, and genre-specific messaging.

Moving Forward

As the UK entertainment landscape becomes more fragmented, static media plans just won't cut it. By putting these strategies into action, media brands can move beyond passive reach, turn cord-cutters into loyal viewers, and convert feed-based discovery into real prime-time engagement.

Work with your TikTok account team to build these benchmarks into your next campaign, refine your format mix, and track the real impact — from feed to screen.

"It's been great to partner with TikTok to measure tune-in lift. Not only did the campaigns perform well, but it was also interesting to see how light TV viewers responded more strongly than any other group. An insight into where discovery is happening today."

— Tom Beasley, Associate Director, Measurement Science, Samba TV