its first connected TV app last week on Amazon Fire TV devices, called "More on TikTok," as it explores longer-form video beyond the current 60-second maximum on mobile.To that end, the TV app will feature two main kinds of content: curated compilations of popular TikToks and exclusive interviews with major TikTok influencers. For now, CTV distribution is experimental.
Without a robust offering of user-generated content and a powerful recommendation algorithm—the main drivers of TikTok's mobile success—we think the TV app will suffer. More on TikTok will focus on driving lean-back viewing that's typical of long-form video consumed on larger screens, which could pan out as a positive.
TikTok's mobile app necessitates manually scrolling through videos, and that wouldn't translate well to TV. However, the new offering is a departure from TikTok's core appeal, which we think will stunt the TV app's growth. Specifically, the personalized aspect of the app will be entirely removed, at least for now, and users won't be able to log in to follow creators or access algorithmically recommended content.
For now, More on TikTok will allow the company to capture incremental viewing from larger-screen CTV devices, even though most viewing is still likely to occur on mobile.
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