The latest satirical show about a rich family ruining a big business hits the small screens this week. But you won’t find it on Netflix, Hulu, Max.or any other suitor in the streaming wars-instead, it could appear on your TikTok For You page, mixed among videos from influencers telling you to either buy snail mucin Or don’t buy stuffor maybe snippets of people sleep, dancingOr live broadcast.
Cobell EnergyYesa series of Don’t look for Yellow Dot Studios from director Adam McKay, arrives Tuesday on TikTok, Instagram and YouTube. The series, made up of short weekly episodes of just a few minutes, was shot vertically, so it’s easy to watch on mobile. It is also, according to Ari Cagan, Cobell Energy director and screenwriter, it lacks the beginning of the shots common to similar shows made for television. Instead, it’s full of scenes and dialogue that cut through the noise on social platforms. The idea, he says, is to get viewers immediately hooked.
“Since everything comes to you in this stream, and it’s so disposable, it’s very easy to get into the habit of thinking that you can just do something that doesn’t look very good or that doesn’t doesn’t sound very good,” Cagan says. Cobell Energy tries to oppose this convenience. Unlike cable TV or streaming series of similar quality, the show’s popularity will depend on the whims of TikTok and Instagram’s algorithms. “I think people are much more likely to stay, even if it’s a little slower than if someone was yelling at them immediately in the previous video,” he says.
Hollywood already tried short-form video for mobile – remember Quibi? This effort quickly failed in 2020, despite the buy-in of some high-profile players. But the trend of watching TV shows and movies on TikTok, even those that are several years old, has gained traction over the past year. Call the Midwife, Chicago Med, Sex and the City, and countless other, more obscure shows and films often appear on the platform. Paramount Pictures even followed the trend last month, releasing its entire 2004 hit mean girls for viewers for a day.
But unlike Paramount mean girls page, most of these accounts, often somewhat anonymous, are not authorized to post the clips they post. Some are chaotic, airing only one or two parts of a show or movie before switching to another, leaving everyone watching confused. Users browse comments on videos to try to find the rest of the story.
The trend shows that Gen Z viewers are experiencing TV shows in a new way after many households cut the cable cord. As of October 2022, TikTok was the second most popular app among Americans under 35, ahead of Netflix and behind YouTube, according to the research firm. Omdia. A 2022 survey by entertainment company Hub Entertainment Research found that viewers aged 13 to 24 get nearly a third of their entertainment on their phones, and less on TV. Although many TikTok accounts that post clips from movies and TV shows violate copyright laws by uploading premium content, they also bring attention to shows that might not otherwise have been found otherwise.