“The Voice” will launch its first TikTok LIVE companion show on November 9, hosted by Emmy-winning radio host Josh “Bru” Brubaker, per The Hollywood Reporter.

Bru, who works professionally as “Bru on the Radio,” will host the show weekly on Mondays through the Season 30 finale on December 14. Each episode will begin streaming 20 minutes before the NBC broadcast and continue through the televised show, exclusively on the official Voice TikTok handle.

The show will feature interviews with the season’s artists and coaches Adam Levine, Kelly Clarkson, Queen Latifah and Riley Green. According to the show’s description, each week will include rotating celebrity co-hosts, special guest appearances and looks at the backstage environment of the live shows.

Bru said in a statement shared with The Hollywood Reporter that he grew up watching “The Voice” and that moving from fan to participant “feels almost too surreal to put into words.”

Bru is an Emmy-winning host known for sharing behind-the-scenes looks at his radio career with Audacy. He hosts “The Bru Show” weekdays on Audacy pop stations across the country and has more than 5 million followers across platforms. WME, Untitled and Align PR represent him.

TikTok’s Role in Season 30

TikTok’s involvement in the season extends beyond the companion show. According to NBC’s Season 30 guide, fans vote for artists through TikTok or SMS during the six weeks of Live Shows, with results announced the same night. After “Cut Week,” 13 artists advance to the Live Shows, including one chosen by a fan vote.

The guide says the TikTok partnership includes behind-the-scenes access, live companion broadcasts before and after the show, and tracking of on-platform sharing, with a TikTok reward for the most-shared artist at the end of the season. 

One of the Live Show theme weeks is a TikTok week, alongside Dolly Parton Tribute Week and Y2K. For the first time, the Live Shows will be simulcast on NBC and Peacock in all time zones.

TikTok LIVE’s Growing Footprint

TikTok LIVE has gained ground in livestreaming this year. Global livestreaming reached a record 31.7 billion Hours Watched in the third quarter, up 0.8% from the second quarter, according to Streams Charts. TikTok LIVE’s Hours Watched rose 19% to a record 10.6 billion, lifting its share of the tracked market to a record 33.5%.

YouTube remained the largest platform, but its share fell from 49.5% to 43%. That narrowed the gap between the two platforms to fewer than ten percentage points, from roughly 16 in the second quarter. Chats were TikTok LIVE’s leading content category, and gaming made up 16.2% of its watch time.

Music has been part of the platform’s live programming. A July 2 TikTok LIVE broadcast with Madonna, part of a global campaign for her album “Confessions II,” drew more than 2.1 million unique viewers. According to TikTok, that made it the biggest standalone artist livestream in the platform’s history. The hour-long broadcast, hosted by Bob The Drag Queen, also aired across more than 200 iHeartRadio stations and generated more than 5.75 million likes and over 139,000 comments as fans voted in polls and used custom LIVE features.

“The Voice” airs Mondays on NBC, with episodes streaming the next day on Peacock.

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