South African storytelling is reaching audiences far beyond the continent, and increasingly, those conversations are beginning on TikTok. One of the clearest examples of this is Netflix’s The Polygamist, which has sparked conversations across Africa, the United States of America, Europe and the Middle East, demonstrating how TikTok is a window that allows the world to discover and learn more about South African cinematography.
As viewers around the world discover new films and series through the platform, TikTok has become more than a place for entertainment content. It is where fans search for context, unpack storylines, share theories and introduce local productions to audiences around the world, extending the cultural conversation well beyond the screen. According to research by GWI, looking at Q1-Q4 of 2025, South Africa respondents, age 18+:
- 47% of South African TikTok users are interested in films and cinema.
- More than a third (34%) watch streaming services every day, 20% more likely than non-users.
- 20% watch streaming services two to three days a week, highlighting TikTok’s role in connecting entertainment discovery on streaming platforms.
How Search on TikTok is Building global fan communities around South African storytelling
The global success of The Polygamist demonstrates a broader shift in how entertainment travels.
Complimentary to traditional media and marketing coverage, audiences are also increasingly discovering international productions through creator communities and shared conversations on TikTok. This is evident as searches in the US as well as key European and Middle Eastern countries skyrocketed as soon as the show came out, as users turned to TikTok to learn more about “Jonasi”. Across the US, as well as key European countries, there have been over 1 million searchesrelated to The Polygamist and its characters. The data highlights the strong relationship between content discovery on TikTok and streaming entertainment.
In the US, there have been growing searches for terms such as “Matipa’s red dress outfit,” “Matipa hairstyles,” and “Who is Jonas Gomora“, alongside rising interest in Europe and MENA for “Matipa red dresses” and “Jonas Gomora backstory,” demonstrating how viewers use TikTok to satisfy their curiosity and explore the deeper layers of the characters and narrative.
Audiences as co-creators in storytelling
Rather than simply consuming the series, audiences are turning to TikTok to unpack all the details in the story.
In doing so, TikTok has transformed passive viewing into active participation, creating an ongoing cultural conversation where fans can discover context, exchange interpretations, build a richer connection with the story and its characters, and develop a deeper appreciation for South African cinema.
Since the show’s debut, the platform has seen more than 43,000 posts created with the hashtag: #thepolygamist and over 23,000 with #polygamist bringing together a vibrant community of viewers, and fans who shared reactions, sparked conversations, celebrated standout moments, and connected over shared interest on the series.
Entertainment Creators worth watching on TikTok
Creators have also played an important role in deepening audience engagement with The Polygamist.
South African creator @tumi.malunga has developed an entire playlist dedicated to analysing the series, exploring everything from the soundtrack and colour symbolism to character development and the differences between the television adaptation and the original book. Rather than simply reviewing the show, the content invites audiences to interpret the story together, with comment sections becoming spaces for debate and shared analysis.
Other creators have contributed by capturing the emotional impact the series has had on viewers. For example, Nombulelo Fox has shared reaction content and commentary that resonates with audiences following the show’s most talked-about moments, sparking conversations and encouraging others to share their own perspectives. Together, these creators demonstrate how TikTok has become an extension of the viewing experience, where South African storytelling continues long after the credits roll.
International creators from the US have also contributed to the conversation, with creators such as @renny.vonne, @kevonstagetiktok and @imintheladiesroom sharing reactions and reviews that have introduced the series to audiences outside South Africa.
The show’s growing visibility has even sparked reactions from global entertainment personalities. Conversations around the reactions of musician Davido and television host Sherri Shepherd to the series have further fuelled interest, illustrating how TikTok allows moments from across popular culture to intersect and amplify local productions for international audiences. Since the series premiered on 12 June, searches for “Taraji P. Henson reaction to the Polygamist” has risen by 98%, highlighting growing interest in her response to the show.
#WhatToWatch is helping audiences discover new stories
Discovery has become one of the defining ways people decide what to watch next, and TikTok’s #WhatToWatch community has become an important destination for entertainment recommendations with more than 7 million posts on the platform.
Whether users are looking for reviews, spoiler-free reactions, creator commentary or discussions about standout performances, TikTok enables audiences to discover new titles through trusted voices and authentic recommendations rather than traditional advertising. Beyond short-form videos, creators are also hosting TikTok LIVE watch parties and post-episode discussions, bringing fans together in real time to unpack plot twists, debate character decisions and share their reactions as the conversation unfolds. These live experiences create a shared viewing culture that extends well beyond the screen, turning audiences into active participants rather than passive viewers.
For The Polygamist, this has translated into viewers discovering the series through creator conversations before heading to streaming platforms to watch it themselves.
As South African productions continue to earn international recognition, platforms like TikTok are helping ensure those stories don’t simply travel, they inspire conversation, spark curiosity and build lasting global fan communities. From discovering a new series through #WhatToWatch, to joining discussions around favourite characters, participating in TikTok LIVE conversations and reliving memorable moments, TikTok is becoming one of the most powerful ways local stories connect with audiences around the world.
References
[1] Data via GWI, Q1-Q4 2025. Respondents from South Africa age 18+. TikTok users are defined based on self-reported usage of monthly or greater frequency.
