Background: TikTok has become one of the world’s biggest social platforms, with almost 1.9 billion monthly users. That’s more than the entire population of China scrolling through dance tutorials, baby-care hacks, and lip-syncing content. But in Australia, TikTok may soon feel a pinch, with a national ban for users under 16 set to kick in within weeks.

What happened: Instead of stressing about the upcoming hit to its Aussie user base, TikTok has moved aggressively into offline culture. This week, it bought the naming rights to a major Sydney venue in Darling Harbour. The Sydney Entertainment Centre is officially becoming the TikTok Entertainment Centre. The venue hosts 120 events a year and has more than 500,000 fans through the doors each year.

What else: TikTok marked the moment by hosting their 2025 TikTok Awards there. But this move is a sign of TikTok’s push into real-world experiences. It’s no longer just dominating your screen...it wants to dominate your Friday nights too.

What's the key learning?

💡While Gen Z is always online, their shift toward offline culture is now shaping how brands evolve. Young people are cutting back on screen time due to “brain rot” and scroll fatigue, pushing brands to meet them in the real world.

💡Short-form media created “scroll fatigue,” pushing Gen Z toward real-world experiences. With 44% intentionally cutting screen time in the past six months, TikTok wants to maintain relevance beyond the app.

💡TikTok’s move mirrors a broader trend of digital giants going physical, like Netflix’s new ‘Netflix House’ amusement park. Fans can mini-golf through Bridgerton, play Squid Game VR, and immerse themselves in their favourite shows. TikTok is betting that its Entertainment Centre and live events will keep it top of mind even as young users log off more often.