Disney and TikTok strike short-form video-sharing deal

Under the terms of the deal, a selection of these curated videos will be streamed on both TikTok and Disney+'s streaming service. Notably, this partnership represents the first instance where TikTok videos will be showcased on a platform other than its own.

The agreement grants TikTok creators access to assets from hundreds of films and series across Disney's brands, including Pixar, Marvel, Star Wars, and FX. The companies stated that a pilot program is slated to commence in the United States in the upcoming months, with plans for expansion into other international markets.

Financial details of the agreement were not disclosed. This move by Disney+ aligns with a broader trend among streaming services to embrace vertical video content, a format experiencing rapid growth, particularly among younger demographics. Competitors like Peacock and Paramount+ have also introduced vertical series, while Netflix features short-form content called Clips.

Disney anticipates that this collaboration will not only provide fresh content for Disney+ but also serve as a strategy to attract additional viewers to its streaming service. Data from TikTok indicates that its users shared approximately 6.5 million film- and TV-related posts daily last year, with nearly half of surveyed viewers reporting that they discovered and subsequently watched a movie or TV show after encountering related content on the platform. Asad Ayaz, Disney's chief marketing and brand officer, commented that the collaboration aims to create a new connection between the stories Disney tells and the creativity they inspire.