TikTok has extended its partnership with awards programme BAFTA, by becoming an official partner of the 2025 BAFTA Television Awards with P&O Cruises. This follows a successful partnership with the EE BAFTA Film Awards 2025.
The social media platform said that the collaboration “represents TikTok’s continued commitment to supporting and amplifying the entertainment industry and inspiring future film and TV talent. From the next must-see series to cult dramas making a comeback, TikTok has become a home for entertainment fans to discover and share what they love most. With over 4.5M posts using the hashtag #WhattoWatch, which has increased by 100% in the past 12 months, this community is not only providing inspiration for what to watch next, but creating whole new fan-first subcultures.”
Under the partnership, fans can follow @BAFTA on TikTok for exclusive content from the event itself, from red carpet interviews with BAFTA’s red carpet host Charley Marlowe to behind the scenes glimpses of the ceremony.
Dominic Burns, head of operations, UK, Ireland and Nordics for TikTok, said: “The community of television and film fans on TikTok is thriving, as creators come together to share their passion and shape the cultural conversation.”
TikTok also revealed that it is bringing TikTok Spotlight to the UK. TikTok said Spotlight “is a new tool that drives community on our platform, making it easy for the entertainment industry to harness the power of TikTok to support upcoming releases and celebrate archive content. From anchor links in videos that click through to bespoke landing pages, to an analytics dashboard that allows marketeers to glean insights from their fandoms, Spotlight allows publishers to react and engage in conversations in real-time, providing studios with a bird’s-eye view of the community
TikTok said that TikTok Spotlight works with studios to identify the right creators to encourage authentic creation around their favourite films and shows. Videos are then amplified across the platform and beyond, including on TikTok socials, educational materials, and other touchpoints. The platform also identifies applicable TikTok videos and attributes them with a link that drives audiences to a dedicated landing page, where they can discover more details on their favourite TV shows such as the synopsis, cast, official accounts, and a collection of other creator content.
