Introducing Streaming Ads on TikTok

TikTok is more than a platform—it's a cultural engine, shaping trends and redefining how people discover and engage with content. 4 in 5 users say TikTok inspires their streaming choices and encourages them to explore more content.¹

As the latest addition to TikTok's entertainment performance suite, Streaming Ads are designed to support always-on discovery and growth. For your biggest moments, such as new-season premieres, franchise drops, big sports games, or any marquee releases, advertisers can also use New Title Launch, a performance solution built to turn tentpole moments into efficient, scalable conversions.

Meet Streaming Ads

Powered by Smart+, Streaming Ads are a catalog-fueled performance ad solution for streaming services. Streaming Ads drive subscriber acquisition by pairing high-intent audiences with relevant titles from your content library.

Here's how Streaming Ads work:

1. Front-end formats - Showcase multiple titles within a single ad experience using immersive formats like Media Card or Multi-Show Experience.

2. Entertainment catalog - Upload and manage your content library in TikTok Ads Manager. This centralized catalog enables scalable, dynamic creative optimization, ensuring the right content is automatically delivered to the right audience.

3. Streaming Ads backend model - Powered by TikTok's advanced intent signals and Smart+ technology, the backend model dynamically optimizes bids and title selection to maximize predicted conversion rate (CVR) and click-through rate (CTR) for each impression.

Entertainment advertisers are increasingly turning to TikTok as a powerful audience-building engine. We're listening to their evolving needs and are continuously developing new tools that allow them to reach high-intent viewers and drive key business results like subscriptions and ticket sales - all while delivering a more personalized, engaging experience for our users.

Tao Baecklund, Global Head of Content & Services Ads

TikTok

Streaming Ads creative ad formats

Streaming Ads offer different ad formats to engage with viewers and drive conversions:

Multi-Show Experience

Grab attention with an auto-play video carousel experience designed to drive user exploration and engagement with personally relevant title offerings. This ad format consists of four video tiles delivered from a streaming service advertiser's entertainment catalog.

Learn how Peacock drove incremental subscriptions with Multi-Show Experience here.

Media Card

Enhance your standard video with an interactive add-on that highlights multiple titles from your content catalog. Each Media Card consists of:

• Title Headline

• Cover Image

• Customizable text fields (e.g., Genre, IMDb review count)

• Auto-scrolls to a new card within the catalog every 4 seconds

Built for performance, designed for streaming

Streaming Ads combine automation, scale, and creative relevance to deliver measurable outcomes. In early testing, 80% of Streaming Ads campaigns outperformed non-Streaming Ads campaigns.²

With Smart+ AI-powered capabilities, advertisers can achieve:

• Better performance - Drive efficient conversions by leveraging an entertainment-specific backend model that pairs high-intent users with the content they're most likely to subscribe for.

• Operational efficiency - With Smart+ automation, setting up a Streaming Ads campaign is simple. TikTok handles bidding, optimization, and delivery — so advertisers can focus on strategy, not manual tuning.

• Creative made easy - Reduce creative fatigue and production costs by automating creative testing and optimization at scale. Engaging front-end formats like Media Card and Multi-Show Experience dynamically assemble personalized ad experiences from your content library.

Transform streaming discovery

With Streaming Ads, TikTok is flipping the script on performance advertising, helping streaming services turn discovery into subscriptions, and attention into action. Combined with tentpole solutions like New Title Launch, advertisers can drive increased performance across both everyday discovery moments and peak launch periods. In fact, 60% of New Title Launch program promotions outperformed advertisers' stated TikTok Ads Manager CPA goals,³ demonstrating this solution's ability to efficiently scale performance during major releases.

With the power of fandom on TikTok, advertisers can drive full-funnel business impact. In addition to driving new subscriptions, TikTok users were found to be 167% more likely to maintain a streaming service subscription to participate in online discourse,⁴ highlighting how TikTok helps sustain long-term engagement. Streaming Ads prove that when cultural relevance meets performance, viewers don't just watch, they engage, subscribe, and keep coming back.

Ready to get started? Reach out to your sales representative to learn more!

Sources:

1. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024. [Q3] (n=500)

2. TikTok Campaign Testing Data Q3'24-Q4'25

3. TTAM platform data, most recent NTL Program observation period (Q2’25). NTL Program has now evolved into NTL promotion campaign settings in TTAM. Past performance does not guarantee or predict future performance.

4. TikTok Marketing Science US Custom Streaming Subscribers Survey via AYTM, June 2024.