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TikTok's Made By Us Studios deal turns creators into proof-of-concept for brands that can't afford to guess

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TikTok's Made By Us Studios deal turns creators into proof-of-concept for brands that can't afford to guess

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

The partnership puts Hannah Stocking and Adam Rose at the centre of scripted micro-series, but the real shift is TikTok building a testing ground where brands can validate entertainment ideas with real audience data before committing TV-scale budgets.

TikTok has signed a multiyear partnership with Made By Us Studios to co-produce creator-led vertical micro-series exclusively for TikTok and PineDrama, with the initial slate starring comedy creators Hannah Stocking and Adam Rose. The deal was announced at MIPCOM, where TikTok unveiled Player, a romantic revenge thriller starring and co-executive produced by creator Hannah Stocking, and The Knock, a genre series led by Rose.

Everyone's calling this TikTok's "second major microdrama partnership." The better read is that TikTok is building the infrastructure brands actually need: a way to test entertainment formats with measurable audience behaviour before they commit six figures to something that might not work.

580 million views for Screen Time since April TikTok and HOORAE's first micro-series

Since its April launch, TikTok and HOORAE's Screen Time has accumulated nearly 580 million views globally, becoming the top-performing show ever on TikTok and PineDrama. That's not a media story. That's a proof point that serialised vertical content can hold audiences at scale, and TikTok's global head of content Dennis Papirowski sees microseries as a way to test ideas before bigger investments, describing them as "the litmus test" of whether IP, storylines and characters resonate with an audience.


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