There’s a place for all platforms in the media mix, including TikTok, but choice needs to be based on facts, not fantasy
Posted on 20th October 2022 in Articles of Interest
By Kim Portrate, CEO ThinkTV
Published mi-3.com.au
Audiences are undoubtedly fragmenting but recent claims that TikTok is swallowing up to a third of video viewing might be a little wide of the mark. Kim Portrate can’t – and won’t – let that go unanswered.
In the race to secure advertising dollars some channels are cheekier than others – and getting cheekier by the day. The one that caught my eye recently came from the newest kid on the social media block, TikTok.
At the platform’s recent event, the business made a few interesting claims, none more headline-grabbing than the suggestion scrolling through TikTok has gobbled up more than a third of TV and streaming video viewership.
It’s bold, and yes, it did get all the attention it was intended to. But what is most intriguing is that there is no verifiable data to support it. The evidence is, well, seemingly non-existent.
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