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IMDb links up with TikTok on movie and TV discovery

IMDb, the popular Amazon-owned movie and TV database, has entered into a partnership with TikTok to make it easier for users to share and discover movie and TV content and information.

TikTok’s latest feature enables users to link to movie and TV titles directly within the videos they create. These links direct those watching the videos to a dedicated in-app page, showcasing other videos that linked to the same title. The in-app page also features data from IMDb about the movie or TV show, including cast members, director, genre, release date, runtime, and user rating.

While up to five movies and/or TV show titles can be shown in a single video, users can also add movies and TV shows to the favourites tab on their profiles.

“We’re excited to welcome TikTok as the latest major company to rely on IMDb data to power new experiences for their customers,” said Nikki Santoro, Chief Operating Officer at IMDb. “This innovative collaboration enables TikTok creators to showcase and share the movies and shows they love, further extending the IMDb mission to help customers discover and decide what to watch and listen to, wherever they are.”

Before publishing videos on TikTok, users will see an ‘add link’ option. Tapping on this will enable them to search ‘movie and TV’ and look up any of the more than 12 million titles available on IMDb. Once a title – or titles – has been selected, they can ‘add to video’. Posted videos will feature the selected title(s) above the caption in the video.

Currently, the feature is only available to TikTok users in the US and the UK.

“TikTok’s global community of movie and TV enthusiasts is incredibly active and passionate, with more than 25 billion combined views for the hashtags #FilmTok, #MovieTok, and #TVTok,” said Grace Li, Director of Strategic Partnerships at TikTok and ByteDance. “As we continue to find new ways to enrich the TikTok experience, this new feature, developed in collaboration with IMDb, gives our community more opportunities to discover, create, and share the content they love.”