Disney is collaborating with TikTok to allow creators to use its characters and scenes in short-form videos. Selected fan-created content will stream on both platforms, with a pilot program launching in the U.S. soon.
This partnership signifies Disney's effort to leverage social media creators and fan engagement to boost its streaming service, Verts, amidst intense competition in the short-form video landscape.
Disney and TikTok have agreed to a deal that will permit creators to use clips from Disney films, including its subsidiaries, in their short-form videos. This partnership will allow content from franchises such as Star Wars, Toy Story, and the Marvel Cinematic Universe to be featured in videos that will also be shared on Disney's short-form video platform, Verts. The initiative is set to launch in the United States before being rolled out to other countries.
Neither company disclosed financial details of the agreement. This collaboration follows the collapse of a $1 billion deal between Disney and OpenAI, which would have allowed users to incorporate its characters into AI-generated videos. OpenAI discontinued its AI video generation tool, Sora, in March to concentrate on other business areas.
Disney's chief marketing and brand officer, Asad Ayaz, stated that fans are now celebrating the company's stories in novel ways. In a joint statement, Disney and TikTok highlighted the growing significance of audience engagement on social media, including fan-created videos, within the entertainment industry. TikTok reported that its platform hosted approximately 6.5 million posts related to film and television daily last year. Previously, creators using film and TV clips without explicit permission often faced copyright issues, hindering engagement with fan-created content around major releases.
Disney and TikTok announced that a jointly managed program will promote select creators' videos and offer them access to exclusive events. The partnership underscores the increasing importance of online creators and influencers in brand marketing strategies. Disney had previously launched its short-form video platform, Verts, in the US in March, with plans for global expansion.