TikTok X SXSW London: Showcasing The Power Of Fandom And Discovery

Forbes

a day ago

TikTok made a dynamic debut at the first-ever SXSW London, delivering a week of curated panels and insightful sessions that highlighted the platform's growing influence across sports and entertainment. From an exclusive look at publisher tools to the unveiling of a #BookToScreen spotlight, TikTok reinforced its role as a cultural catalyst. Each session revealed how the platform's products and passionate community are redefining storytelling and shaping the future of fandom across industries.
The week kicked off with an exclusive Sports Strategy Session, an intimate gathering of
senior sports executives from around the world. Attendees received a first look at TikTok's latest offerings for sports publishers, designed to help broadcasters and teams step up to the plate when fans expect timely access and deeper connection. The session offered insights into how athletes are becoming essential voices in the sports experience, capturing everything from locker-room energy to global fan reactions. Attendees left with a clearer vision of how TikTok is enabling a more engaged way to experience sports content. One that travels quickly and resonates widely.
On the mainstage, TikTok's Global Head of Publishers, Dennis Papirowski, moderated a
keynote panel, unveiling the first-ever multi-title #BookToScreen Spotlight, in partnership with Amazon. This initiative celebrates the creators and communities who have turned BookTok into a global literary force, and even a launchpad for film and television adaptation.
The panel featured Tara Erer, Head of Northern European Originals at Prime Video, who discussed BookTok's direct influence on titles like My Fault: London, Maxton Hall, and The Summer I Turned Pretty. She spoke to how fan momentum on TikTok has helped shape acquisition and development strategies for streaming platforms. Joining her was Ieuan Cooke, a #BookTok and #FilmTok creator who highlighted the creativity of fandoms and their role in uplifting stories.
Together, they explored how TikTok bridges literary and cinematic worlds introducing new voices and amplifying niche stories into global screen sensations through the power of fandom. As #BookTok and #FilmTok communities continue to grow, TikTok is building connective tissue between creators, publishers, and producers to fuel cross-border cultural exchange. Rather than relying on traditional publishing pipelines alone, TikTok is providing a space where literary passion translates into screen potential.
To close the week, TikTok hosted The Future Is Fandom, an entertainment industry gathering that welcomed over 70 leaders from companies such as Disney, Fremantle, and Sky TV. The event featured two standout panels: one featuring BBC, ITV, and Paramount+ on building content strategies for a fan-driven world; the other led by three standout voices from the #FilmTok community.
Each conversation revolved aroung the central theme that audiences no longer sit on the
sidelines. They participate, remix, and reshape narratives in real time. Creators like @sarel, @flixwithjay, and @steppingthroughfilm shared their perspectives on storytelling in an ecosystem where commentary is instant and visibility can scale overnight. As fan communities build momentum around shows, films, and personalities, they're also generating value that can influence creative direction and long-term success.
As creator Sarel noted, 'Creators start the conversation, but fandoms continue it.'
Across every session, TikTok illustrated a vision of media shaped by people who connect, respond, and create in ways that drive cultural relevance. From sports to screen, TikTok continues to evolve as a strategic platform for marketers and media leaders looking to reach engaged audiences at scale.
Tools and campaigns like #BookToScreen represent TikTok's commitment to building environments where IP thrives through participation, where discovery leads to opportunity, and where brands, platforms, and storytellers can meet audiences where they're most inspired.