TikTok partnered with Atmosphere to bring short-form videos to the background of your next gym session, restaurant meal, or airport visit.
Startup Atmosphere streams news and entertainment to commercial locations such as restaurants, airports, hotels, doctors’ waiting rooms, and other venues. That content is sourced from a host of free, ad-supported networks, including YouTube, Red Bull TV, AFV TV, World Poker Tour, The Bob Ross Channel, and, now, TikTok—making its out-of-home video service debut.
“By partnering with Atmosphere, we’re excited to make it easy for people to experience TikTok together by bringing the joy and creativity of our platform to new screens, venues, and audiences,” Dan Page, the company’s head of global business development, new screens, said in a statement.
As TechCrunch points out, Atmosphere is used to filling channels with content from multiple sources, but this new partnership with TikTok will be the first time it creates a channel dedicated to one social media brand.
The channel creation process requires a team of humans to sift through TikTok content, select videos they think will perform well as ambient entertainment, followed by gaining permission from the clip’s creator to use their content. Atmosphere then strips the audio, either overlays it with optional sound or leaves it silent (as many customers use the service on mute, anyway), and adds captions. TikTok and Atmosphere agreed to run channel ads, which means creators do not currently get paid for sharing their content, instead receiving attribution to help grow their audiences.
