Introduction

The consumption of entertaining content cannot be understated. According to report by data.ai, 200 billion hours have been spent on entertainment short-form videos. What does the rise of entertaining content mean against other shifts that we're seeing happening in the industry around media effectiveness? Joining me here today to unpack some of those questions are Manjusha, who is the B2B Marketing Lead at TikTok APAC and Kunal Sinha, Group Chief Strategy Officer at MNC Sachi, Indonesia. They'll also share some of the insights from our recent thought leadership paper in collaboration with TikTok about the effectiveness of entertainment.