U.K. publishers are betting on short-form video platform TikTok as a new way to reach younger audiences.

For the last 18 months, U.K. publishers like the BBC, MTV and Kyra TV have been exploring ways to use the platform either as an incubator for talent, a route to TV or as a content distribution partner. Meanwhile, TikTok is staffing up and beginning to run ad campaigns in the U.K.

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