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TikTok is playing a growing role in how Kenyan audiences find and interact with films and television shows, with the platform highlighting its impact on viewing habits driven by user-created content.
According to the platform, its community has become a key hub for sharing and discovering entertainment, especially when users are looking for recommendations on what to watch. Short clips, reactions and reviews spark conversations that help certain movies and shows gain visibility.
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Much of this engagement takes place under the #WhatToWatch hashtag, which brings together film and TV recommendations. TikTok says more than five million videos have been posted globally using the tag, with over 365,000 uploads recorded across Sub-Saharan Africa in the first half of 2025 alone.
The platform notes that this level of activity shows how African audiences are increasingly shaping entertainment trends. Boniswa Sidwaba, TikTok’s Head of Content Operations for Sub-Saharan Africa, said entertainment remains at the core of the app.
She noted that nearly half of TikTok users—47 per cent—say they have discovered a new movie through the platform. The statement also points out that content shared by creators gives movie studios, broadcasters and streaming services added exposure.
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TikTok adds that its immersive, full-screen, sound-on format supports discovery and can influence viewing behaviour beyond the app. Data cited shows users are more than 44 per cent more likely to go to the cinema at least once a month compared to non-users.
In Kenya, TikTok has become a major space for audiences engaging with both local and international productions. Users discuss popular storylines, share viral audio from memorable scenes and post behind-the-scenes clips featuring local actors and filmmakers.
Titles mentioned include Single Kiasi, Reckless, Mommy Club, Adam to Eve, The Chocolate Empire, MTV Shuga Mashariki and Lulu.
The platform also highlighted Kenyan creators contributing to the #WhatToWatch community. June Claire shares content on both local and global films, while Nkatha, host of Talk Film to Me, is known for her reviews. Lifestory328 creates short scripted stories centred on relationships and everyday life, Chika offers humorous takes on trending shows, and Stellar posts behind-the-scenes footage, trailers and event highlights from the local entertainment scene.
Sidwaba said creators play a key role in helping audiences connect through shared viewing experiences, noting that their content encourages people to rediscover favourites, explore new titles and build communities around films and series.
