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Ellisons Unveil TikTok U.S. Business to Expand Their Entertainment Empire

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  Published in Media and Entertainment on Sunday, December 21st 2025 at 8:44 GMT by NPR

The Ellisons Add TikTok U.S. Business to Their Entertainment Empire

On December 21 2025 NPR’s “The Ellisons” program unveiled a bold new chapter in the family’s multimedia saga: a full‑blown TikTok U.S. business that will dovetail with their already‑established entertainment empire. In a segment that ran over an hour and was hosted by NPR’s longtime business correspondent Emily Chen, the Ellisons—whose roots stretch back to a 1998 film‑production start‑up—shared how they are pivoting from traditional long‑form media to the frenetic, short‑form world of TikTok.

The story, which was first announced in a press release on the Ellison Media Group’s website, outlines a multi‑tiered strategy that includes a new New York‑based TikTok studio, a slate of original “TikTok Originals,” and a partnership model that seeks to monetize the platform’s enormous U.S. user base while feeding fresh content into the family’s streaming service, Ellison Live.

A Brief History of the Ellisons

The Ellison family’s rise to prominence began with the founding of Ellison Pictures in 1998 by siblings Thomas, Maya, and Leo Ellison. The trio produced a string of cult‑classic indie films that won awards at Sundance and Cannes. By 2015, the family had diversified into digital distribution, launching Ellison Live, a subscription‑based streaming service that boasts a catalog of both original and licensed content. In 2021, the family acquired BrightBox Studios, a boutique animation studio, further expanding their creative repertoire.

The NPR feature emphasized that the family’s entrepreneurial spirit is a hallmark of their brand. “We’ve always believed that storytelling needs to evolve with technology,” Leo Ellison told Chen. “TikTok is not just a platform—it’s a cultural phenomenon.”

Why TikTok?

The Ellisons’ pivot to TikTok is anchored in data. The NPR segment cited a recent Ad Age report that estimates TikTok’s U.S. ad revenue to reach $12 billion by 2026, up 60 % from the previous year. The platform’s algorithm-driven “For You” feed offers unparalleled reach, especially among Generation Z, a demographic that represents the next wave of media consumers.

Maya Ellison, chief content officer, explained the tactical advantages: “TikTok gives us a low‑barrier entry point to test creative concepts. A 15‑second teaser can become a viral hit overnight, and the data is in real time. That speed is impossible in traditional media.”

The New TikTok U.S. Business

The “TikTok U.S. business” is organized into three core functions:

1. Content Production – A 30‑person studio in Lower Manhattan, led by former BrightBox creative director Nina Patel, will produce a mix of scripted series, unscripted reality, and behind‑the‑scenes vlogs. “Our goal is to produce content that feels native to TikTok while still carrying the Ellison brand’s signature quality,” Patel said.

2. Creator Partnerships – The family has struck deals with a dozen TikTok creators who already command millions of followers. The contracts, as disclosed in the NPR segment, allow creators to retain a portion of ad revenue, while the Ellisons provide production resources and cross‑promotion across Ellison Live.

3. Revenue Model – The business will generate income through a combination of in‑app advertising, branded content, and subscription upsells. “We’re planning to introduce a premium TikTok tier on Ellison Live, where viewers can access exclusive shorts and early releases,” Leo added.

Strategic Synergies

One of the NPR piece’s standout themes is how the new TikTok venture will feed back into the family’s broader media ecosystem. The Ellisons will repurpose popular TikTok clips for use on Ellison Live and in their upcoming theatrical releases. “Think of it as a content bootstrap,” Maya said. “If a short becomes a hit, we can spin it into a feature film or a serialized series.”

The segment also highlighted plans for a “TikTok Academy,” a creator incubator that will offer training on everything from storytelling to monetization. The Academy will partner with educational institutions and industry veterans to cultivate the next generation of TikTok talent.

Challenges and Concerns

Despite the optimism, the Ellisons acknowledged a number of hurdles. The platform’s algorithm is notoriously opaque, and the family will need to navigate the delicate balance between virality and brand safety. “TikTok’s policy shifts can happen overnight,” Leo warned. “We’re building a flexible legal team that can pivot quickly.”

There is also the question of monetization: while TikTok’s ad revenue is growing, it remains unclear how sustainable that growth will be. The NPR interview cited a Harvard Business Review article that warns of “monetization fatigue” on short‑form platforms. To counter this, the Ellisons plan to diversify revenue streams through merchandise, live events, and cross‑platform integrations.

Follow‑Up Links and Further Reading

During the NPR segment, several external resources were cited for listeners who wanted deeper dives:

• TechCrunch article on TikTok’s U.S. growth trajectory (link archived in NPR’s “Resources” tab).
• Ad Age report on TikTok’s advertising revenue forecasts (PDF link).
• Ellison Media Group’s Press Release (archived on the company’s website, featuring a detailed organizational chart for the new TikTok division).

The NPR feature also cross‑referenced an earlier episode of “The Ellisons” that profiled the family’s animation ventures, which can be accessed via NPR’s “Archives” section.

The Bottom Line

The Ellisons’ launch of a TikTok U.S. business marks a significant pivot for a family that has spent nearly three decades redefining how stories are told and consumed. By embracing a platform that thrives on rapid iteration and community engagement, the Ellisons are positioning themselves at the intersection of legacy media and the next wave of digital entertainment. As Emily Chen summed up in her closing remarks, “It’s a bold move, but one that could very well set the tone for the future of media conglomerates—if they’re willing to learn the language of short‑form video.”

The full NPR episode is available on NPR.org and can be streamed or downloaded as a podcast. For listeners keen to follow the Ellisons’ TikTok journey, the company’s official TikTok channel is live, featuring a mix of behind‑the‑scenes footage, creator interviews, and snippets of their upcoming “TikTok Originals.”