More than half (51%) of TikTok users in Poland are increasingly reaching for documentary films, 90% choose to watch films at home on a TV or computer screen, over 70% draw cinematic inspiration directly from digital platforms, and one in three respondents checks online creators' reviews before deciding to watch a film. In collaboration with the Millennium Docs Against Gravity festival, TikTok shares the results of a study on video content consumption among contemporary Polish audiences.
The development of technology and the growing importance of digital platforms have transformed the way we discover, discuss, and experience cinema and culture. The internet has opened new avenues of inspiration and created an ecosystem where anyone can take on the role of critic, and where the film experience can last long after the screening ends. In response to these changes, TikTok and the Millennium Docs Against Gravity (MDAG) festival conducted a study among adult TikTok users in Poland, asking how they watch and talk about films, what drives their viewing choices, and what role digital platforms play in the popularization of cinema.
fot. Marcin Oliva Soto
How do we watch films?
Understanding viewer behavior is crucial for recognizing broader cultural shifts. The abundance of content, the rise of streaming, and the growing role of mobile devices are changing how and where we watch films. For 90% of TikTok users in Poland, the TV or computer screen remains the primary way to consume films, although more and more people are also using their phones—52% watch films on mobile devices. Nevertheless, the traditional film-viewing experience remains strong: 40% of respondents say they regularly go to the cinema. Sharing the experience with others also plays an important role: 38% of those surveyed say they prefer to watch films together with friends or family.
New ways of discovering films
The digital age has transformed not only what we watch, but also the ways we seek and find inspiration.. A striking 74% of TikTok users in Poland say that online recommendations and digital content influence their film and series choices. Once their attention is caught online, 39% go on to watch the official trailer, and 34% look for more information—such as reviews. For 42%, content trends on entertainment platforms—like the #wesanderson aesthetic inspired by the American filmmaker—are what prompt them to explore specific titles.
TikTok users actively participate in digital film culture—59% engage with film-related content by commenting, reacting, or joining in on popular film trends.
"Years ago, cult TV series like Twin Peaks or The Sopranos gained their status because people talked about them. Each weekly episode sparked discussions at work or school. In the age of binge-watching, this model began to fade, as consuming entire seasons in one go eliminated the element of surprise and the need for ongoing conversations. However, as the Small Talk #FilmTok study shows, our ability to talk about films and series hasn't disappeared. Thanks to platforms like TikTok, we’ve re-learned how to talk about our pop culture fascinations. Today, 74% of TikTok users discover new films and series through online recommendations and content—it’s a natural space for open exchange of thoughts and opinions, democratic and driven by authentic viewer emotions. "Contemporary pop culture is not just about the 'work' itself, but the 'buzz' that surrounds it" - says Kaja Szafrańska, digital creator, film critic, and journalist. Together with Janusz Raczyński, she has co-created Jakby niepaczeć, one of the most popular Polish online profiles about film and culture.
Film as a starting point for conversation and action
The results clearly show that TikTok users are socially aware and value films that tackle important issues—71% say they’re interested in socially engaged cinema, from climate change to mental health and environmental topics. A significant portion (74%) believe that such content can inspire real action, including changes in habits or civic engagement.
Deep, nuanced portrayals of reality that avoid simplifications and stereotypes—something filmmakers teach us—are of great importance to the festival team. 71% of TikTok users express interest in films that deal with social issues such as climate change, mental health, or ecology—topics that have long been at the heart of the Millennium Docs Against Gravity program. "Gen Z is engaged and eager to act to make the world a better place. We want to create a space where the film doesn’t end with the screening, but becomes a starting point for reflection, discussion, and change—and we’re thrilled to see that the younger audience shares this vision with us" - says Mateusz Góra, Head of Communications at Millennium Docs Against Gravity.
For many, film is also an opportunity to share thoughts and join the conversation. 68% of respondents say online discussions about films inspire them to share their own experiences, and 65% say they are prompted to deeper reflections—on their emotions and personal experiences.
"A TikTok viewer doesn’t necessarily choose a film because they ‘like thrillers,’ but because ‘someone they follow experienced it in a way that resonates with them.’ This is emotional, not genre-based cinephilia. The community is no longer built on thematic preferences but shared sensitivity. And what does that mean? New viewer groups are forming—not by demographics, but by how they experience reality" - says Jacek Cygan, journalist and TikTok creator, whose profile (@jack_cygan) has over 100,000 followers and whose content has garnered more than 2.7 million likes.
Film festivals in the digital age
According to the TikTok and MDAG study, 38% of users discovered film festivals through content on the platform. Users don’t view these events merely as places to watch films but as spaces for shared cinematic experiences and dialogue.
"A festival must be present wherever contemporary cultural conversations are happening. That’s why it’s so important to embrace new forms of promotion and communication. New media have become a space for building community around cinema—something we’ve seen intensify in recent years. We’re happy to see that 83% of respondents perceive film festivals as important spaces for discussion and the exchange of ideas, and 74% believe that cinema screenings followed by online conversations can lead to real-life change", adds Mateusz Góra.
The presence of festivals on social media makes cultural events more accessible and helps them reach new audiences. The findings confirm this: 33% of respondents said they attended a film festival thanks to content they saw on TikTok—festivals they had not previously considered.
"In collaboration with the Millennium Docs Against Gravity (MDAG) festival, we’re examining the growing role of the internet in the world of film and culture. The results of our study show that digital platforms not only shape tastes but also support the social dimension of cinema. By opening up to platforms like TikTok, major cultural and film events like MDAG are reaching more people and becoming more inclusive. Spaces traditionally associated with high culture are becoming more accessible and relatable. This proves that modern platforms don’t compete with culture—they amplify it, offering new ways to engage with audiences" - comments Łukasz Gabler, TikTok Public Policy and Government Relations Manager CEE.
No small talk on #FilmTok
The heart of film conversation on TikTok is the so-called #FilmTok—a community of passionate film lovers. The most popular creators on #FilmTok gather millions of views on their videos and have become influential voices in cinema and culture discussions. Films and series are increasingly sources of inspiration for thousands of users on and beyond the platform—35% of respondents say they check online creators’ opinions before watching a film.
“We’ve opened new doors for talking about film as an experience, not just a ‘product’ to be rated. TikTok creators don’t just review—they reinterpret, using a personal language, without academic distance. And it works.” adds Jacek Cygan.
On TikTok, there are 1.8 million videos under the hashtag #filmtok, 676,000 under #documentary, and over half a million tagged #kino. In Poland, over 12 million people use the platform, and globally, TikTok’s community numbers nearly 1.5 billion users. More and more cultural institutions—museums, art galleries, and major international music and film festivals—are joining the platform. In recent years, TikTok has partnered with festivals such as Berlinale and the Cannes Film Festival, giving users front-row access to some of Europe’s most important cultural events.
