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