It's familiar talent, engaging conversation, and low overhead. That combination is essentially a gift to a cable programmer trying to stretch a budget.
TikTok — and platforms like it — may represent a new kind of farm system. Creators there are developing communication skills, building audiences, and proving they can hold attention in an unforgiving environment.
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."