TikTok's Rise: Jannat Mirza on Why the Short-Video Platform Trumps Traditional Cinema
Pakistan's most popular TikTok star, Jannat Mirza, has sparked conversation among entertainment enthusiasts, stating that the platform is preferred over traditional cinema among today's younger generation. In a recent interview on the Girls Only podcast, Mirza highlighted the reasons behind this shift in consumption.
Mirza, with her massive following of over 10 million on Instagram, made her film debut in 2018 with Syed Noor's "Tere Bajre Di Rakhi". However, following its poor box office performance, she transitioned towards modeling and social media. Reflecting on her journey, Mirza acknowledged that her content on TikTok has received a more positive response compared to her film career. According to her, this is largely due to the platform's accessibility and affordability.
Mirza explained that the younger generation prefers short videos over cinematic releases, citing the flexibility and affordability of TikTok as key factors. "They [young people] can watch me anytime they want, anytime they feel like, and that's why they prefer it and why they are switching to TikTok," she stated. As a result, many may opt against taking their family to the cinema due to the high cost of tickets, the short-video platform provides a more feasible alternative.
This preference reflects the shift in how entertainment is consumed by the younger generation. The rise of short-video platforms like TikTok, which allows users to watch content anytime, anywhere, has supplanted traditional cinemas as the preferred medium. Furthermore, the affordability factor plays a significant role, as a single ticket to a movie can be expensive for many families. MadisMirza's comments highlight a growing trend in the entertainment industry, as younger audiences increasingly turn to social media and short-video content over traditional cinematic releases.
The statement by Jannat Mirza underscores the evolving dynamics of the Pakistani entertainment industry. With more and more young people preferring short-form content on platforms like TikTok, there appears to be a gradual shift away from the more traditional model. This trend has far-reaching implications for the Pakistani film industry, with Mirza's stated preference for TikTok indicative of a significant shift in audience preference towards affordable and accessible entertainment options.