The Impact of TikTok on the Viralization of the Entertainment Industry: The Netflix's Series Case

The Impact of TikTok on the Viralization of the Entertainment Industry: The Netflix's Series Case

DOI: 10.4018/978-1-6684-8397-8.ch010
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The entertainment industry in the digital age is characterized by new technologies as well as a culture embedded in a context of new habits, particularly practiced by Generation Z. These factors result in the emergence of applications such as TikTok and Netflix. TikTok is an indispensable marketing tool and a social media characterized by the rapid viralization of content. The application stands out as a space for creativity and entertainment, where movies and series gain popularity, including content from the streaming platform Netflix. Thus, the impact of the social network in promoting entertainment will be further explored. This chapter synthesizes literature from the past decades to give readers insight into technologies such as streaming and VOD, Netflix's business model, the concept of fandom, and the social media marketing practiced by TikTok. Theory, research, and implications for a better understanding of TikTok's impact on the entertainment industry are outlined.
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Chapter Objectives

  • Identify the major changes regarding the entertainment industry before and post the emergence of Netflix;

  • Understand what are the habits and motivations of consumers to use the social media TikTok;

  • Understand how TikTok has changed the perception of series on the streaming platform.


Entertainment Industry

Entertainment is a complex concept that comprises any action, activity, or event that is intended to entertain the interest of an audience (Acquaviva, 2019). Pinheiro (2017) points out that entertainment finds its motivation in five points: 1) psychological relaxation offered to the viewer; 2) break in daily life; 3) stimulation; 4) fun; 5) change of environment built as an escape from reality. It is precisely through the combination of these aspects that the entertainment industry later solidifies and seeks to provide a “unified and combined entertainment experience” (Pereira, 2015).

Azevedo (2016) believes that when the individual comes into contact with the image, be it through a television, computer or cell phone screen, a unique and identitary experience is created. Whether as producer or viewer, the use of the image mirrors social behavior and with each technological revolution the experimentation of content is changed and enhanced. In a current context the television industry is influenced by the effects of globalization and reflects an increasingly integrated business, governed by similar practices and principles, with interconnectivity through structural and institutional links between television systems (Waisbord, 2004). According to Alves (2018), there are several authors who consider that television integrates domestic culture and influences the mode of consumption of films, series, documentaries and videos, worldwide. However, we are witnessing the confrontation between television and new technologies from the moment online platforms appear that make it possible to watch audiovisual entertainment content.

Key Terms in this Chapter

Fandom: Fandom is a term used for physical or digital communities that share common activities and interests.

TikTok: TikTok is a video making application developed on September 24, 2016, by Chinese technology company ByteDance.

Generation Z: Generation Z, commonly known as zoomers, comprises the generation of people born between the second half of the 1990s and the early 2010s.

Social media: Social media are digital platforms that enable a consumption, creation and sharing of content by its users.

VOD services: Video on Demand services are services that operate over broadband and on countless devices, allowing users greater freedom of choice regarding the audiovisual content to be consumed.

Globalization: Globalization is a process of worldwide economic, political, cultural and digital expansion.

Netflix: Netflix is a streaming platform of American origin which allows members to watch television series and movies on a device connected to the Internet.

Entertainment Industry: The entertainment industry is a branch that encompasses several spheres involving performing arts, namely film and television.

Streaming platforms: Streaming platforms are platforms that allow for the transmission of audio and video without the need for downloading, through online access by the user.

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