AMC to premiere new comedy series on TikTok in 21 parts

Television network AMC is launching its new Silicon Valley-focused comedy, “The Audacity,” by releasing the premiere episode in 21 segments on TikTok. The multi-part premiere will be available starting Sunday morning. While it is not unusual for television networks to promote new shows by releasing full episodes on platforms like YouTube, AMC is taking a different approach for this launch. The network will release the premiere in numbered segments, allowing users to watch the entire episode in sequence on the short-form video platform if they choose to do so.

According to entertainment trade publication Deadline, each of the 21 segments will last about three minutes. This highly fragmented distribution strategy might just be an attempt to re-create the model of Quibi, the defunct short-form streaming service that focused on quick, episodic mobile content. The strategy could be a smart way to build buzz among younger viewers for a show that AMC’s chief marketing officer described as the network’s biggest launch of the year.

The comedy series was created by Jonathan Glatzer and stars Billy Magnussen and Sarah Goldberg. Although the show does not depict real companies or executives, it aims to provide a darkly comedic look at many of the issues created by today’s technology. For viewers who prefer not to watch the premiere in segments of about three minutes, the full, unfragmented episode will be available on AMC and its streaming service, AMC+. Additionally, the full premiere will stream simultaneously on Samsung TV Plus, Samsung’s free streaming service.

Why it matters

AMC is utilizing TikTok to distribute the premiere of its new show ‘The Audacity’ in a fragmented, short-form format, marking a distinct promotional strategy compared to traditional full-episode releases.