High School Musical. Streaming's social moment.
Disney put High School Musical on TikTok in 52 clips and pulled in around 35 million views. It may be the future of streaming.
THE GIST ON HIGH SCHOOL MUSICAL: "The Future Of Streaming"
What did Disney do?
To celebrate High School Musical's 20th anniversary, Disney posted the whole film on TikTok, cut into 52 clips like a serial. The comments became the group chat, the story unfolded in public, and it pulled in around 35 million views.
What changed?
Streaming taught audiences to watch independently. TikTok makes us feel social again, taking something passive and making you a participant. It shows that content discovery isn't on streaming apps, it's on social media, so Disney moved the content to where everyone's attention is.
What is a streaming app then?
The app is where you subscribe, binge and finish. Social is where the moment happens, the conversation starts and culture gets created. So if TikTok is where we watch together, what is a streaming app?
Would you watch a film in TikTok clips?
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Quick answers
How did Disney release the film?
In 52 TikTok clips, like a serial, for the 20th anniversary.
How many views did it get?
Around 35 million.
What is the streaming app for now?
Subscribing, bingeing and finishing, while social is where the moment happens.
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