TikTok has launched some new ad options in Europe to help entertainment marketers maximize their campaigns, while it’s also launched a new #BookTok bestseller list to further highlight key book trends in the app.
First off, TikTok’s rolling out two new ad types in EU, in Streaming Ads and New Title Launch.
Streaming Ads is an artificial intelligence-powered ad option for streaming providers that will showcase relevant programming promotions to TikTok users based on their engagement history.
As per TikTok: “The format delivers personalized ad experiences based on users’ demonstrated interests, surfacing the most relevant titles from a streaming service’s catalog, from drama and comedy to unscripted and genre content. Built specifically for streaming platforms, the ads showcase multiple titles within a single ad experience with two creative formats.
The format will display either a video carousel of four titles, or a media card that highlights multiple titles from a streamer.
It could be a good way to engage audiences, and with four in five TikTok users noting that the platform inspires their streaming choices, it could be a valuable consideration.
The other new option is New Title Launch, which aims to help entertainment marketers “turn cultural moments into ticket and subscription sales.”
“Using high-intent signals such as genre preference and price sensitivity, New Title Launch enables advertisers to reach audiences most likely to act, whether for a season premiere, tentpole film launch or live sport event.”
The new announcements coincide with the 76th Berlinale International Film Festival, where TikTok will be looking to showcase its value as a key platform for entertainment marketing, with a specific focus on #BookTok and book-related engagement in the app.
“In 2025 alone, an average of 6.5 million posts about film and TV were shared every day on TikTok, reflecting the scale and intensity of audience engagement on the platform. This fandom also creates box office buzz: at least 15 of the top 20 performing films at the cinema in Europe last year were viral sensations on TikTok.”
To further underline this, TikTok is also launching a new BookTok Bestseller List, which will highlight titles that have captured the most attention in the app, and could fuel further opportunities (like film adaptation).
Underlining this, TikTok has also highlighted the success of Mona Kasten’s novel Maxton Hall, which went from a BookTok favorite to a popular show on Prime.
“When the first series launched, it became Prime Video’s most successful non-US series, topping charts in more than 120 countries. Following the release of its second season in November 2025, the series reached number one globally on Prime Video within 24 hours. Its momentum reverberated back to its origins, with over 1.7 million physical copies sold in Germany to date.
So, more opportunities for entertainment brands, in new ad tools and options, and more future opportunities in potential adaptations, based on TikTok trends.
And the numbers show that this could be a viable channel on both fronts, with the discovery value of the app driving more exposure and reach among engaged audiences.
