TikTok is changing how African audiences discover films and TV shows, with creators driving recommendations through the popular #WhatToWatch hashtag.
Ever found yourself scrolling endlessly, trying to pick the perfect show or movie for a lazy holiday afternoon or a cozy family evening? Increasingly, African audiences are turning to TikTok to solve that familiar dilemma.
Across the platform, a growing community of local film and TV lovers is reshaping how people discover, talk about and connect with content that feels meaningful. From quick reviews and creator reactions to trending sounds and thoughtful commentary, TikTok has become a powerful discovery tool that makes downtime more entertaining and more intentional.
At the heart of this shift is the #WhatToWatch hashtag. Under it, creators share everything from hilarious takes on popular scenes to thoughtful recommendations for shows, movies, and documentaries worth your time. Globally, more than five million videos have been published under the hashtag, with over 365,000 posts shared across Sub Saharan Africa in the first half of 2025 alone. The numbers point to a clear trend. Africans are actively shaping their own entertainment choices.
Boniswa Sidwaba, Head of Content Operations for TikTok in Sub Saharan Africa, says entertainment is deeply woven into how users engage with the platform.
“Entertainment is synonymous with our platform. Our research has found that almost one in two users, 47 percent, say they have discovered a new movie by coming to TikTok,” she explains.
That discovery does not stop on the phone screen. Movie studios, broadcasters and streaming platforms are seeing real value from creator driven exposure. TikTok’s full screen, sound on experience encourages deeper engagement, making users more likely to continue watching content on bigger screens. In fact, over 44 percent of TikTok users are more likely to attend the cinema at least once a month compared to non users.
What Are You Watching, Kenya?
In Kenya, TikTok has quickly become a go to destination for discovering both local and international film and television. Creators drive conversations around trending storylines, remix viral scenes, and share behind the scenes moments with local screen stars.
Popular Kenyan shows such as Single Kiasi, Reckless, Mommy Club, Adam to Eve, The Chocolate Empire, MTV Shuga Mashariki, and Lulu frequently trend as creators share reactions, reviews, and creative reinterpretations that keep audiences engaged long after the credits roll.
Creators to Watch Under #WhatToWatch
Several Kenyan creators are shaping how audiences experience film and TV on the platform. June Claire (@juneclairedontre) offers first hand glimpses into both local and international releases, while Nkatha (@talk.film.to.me.podcast), host of Talk Film to Me, is known for sharp, engaging film critiques.
The creators behind lifestory328 stand out for short scripted stories that explore relationships, everyday drama, and shared life experiences. Chika (@chikanwaogu) adds a satirical edge to trending movies and series, making film conversations both entertaining and accessible.
Meanwhile, Stellar (@_just_stellar) brings audiences closer to the industry through behind the scenes content, trailers, and exclusive event coverage, giving fans a front row seat to Kenya’s evolving entertainment scene.
Sidwaba sums it up simply. From revisiting local favourites to recommending global blockbusters, African creators are helping audiences laugh, reflect and build community around the stories they love. These small screen moments often lead viewers to discover even more content to enjoy on the big screen.
