Releasing full episodes of upcoming new series on YouTube to build pre-premiere hype is a routine promotional tactic for TV networks—but for its new Silicon Valley-focused comedy The Audacity, AMC is testing a far more unusual approach.

Per entertainment outlet Deadline, the show’s full debut will launch on TikTok starting Sunday morning, split into 21 numbered segments, each running roughly three minutes. The ordered clip sequence makes it easy for viewers who want to consume the entire premiere straight through to watch the full episode from start to finish.

This unconventional rollout could be a clever strategy to generate buzz among younger audiences for the series, which AMC’s chief marketing officer has named the network’s biggest launch of the year. That said, many observers also note it may simply be an odd attempt to replicate the short-form segmented streaming model that defunct platform Quibi built its entire brand around.

Created by Jonathan Glatzer and starring Billy Magnussen and Sarah Goldberg, The Audacity does not depict real-world tech companies or industry executives. Instead, the series offers a sharp, darkly comedic take on a wide range of cultural and societal issues that have sprung up alongside today’s modern tech ecosystem.

For viewers who prefer not to watch the premiere split into three-minute chunks, the full uninterrupted episode will also be available in traditional format on AMC’s linear cable channel and its in-house streaming service AMC+. The full premiere will stream simultaneously on Samsung TV Plus, Samsung’s free ad-supported streaming service.