Disney is partnering with TikTok to bring Disney-focused fan content directly into the Disney+ app. The companies are starting with a pilot program in the U.S. in the coming months, and plan to expand to additional markets later on.
As part of the agreement, fan-made videos on TikTok about Pixar, Marvel, Star Wars, and other franchises will be featured in the “Verts” section of Disney+, the streamer’s short-form video feed that rolled out a few months ago.
Disney has been working to flesh out the amount and variety of content on the video feed. The company late last year committed to making a significant $1 billion investment in OpenAI as part of a three-year licensing deal that would let people create short videos using Disney characters on the AI lab’s video generation platform, Sora. However, those plans fell through after OpenAI suddenly decided to shut down Sora in March.
This partnership with TikTok seems like a natural progression of that, especially as many streaming platforms are competing with social platforms for users’ attention. This competition is partly why Disney launched the Verts feature in the first place, along with Netflix, HBO Max, and Prime Video.
The deal also indicates that Disney is acknowledging that the next generation of talent is on social media. The company said that, through the newly launched Disney Creator Ambassador Program, TikTok creators will gain access to the media giant’s vast library of content, as well as opportunities to earn rewards, increase visibility, access exclusive events, and career opportunities.
Other streaming services, such as Tubi and Peacock, have collaborated with TikTok creators to produce original long-form content for their platforms.
The timing of the announcement aligns with Disney’s Q3 results. The company reported its subscription video-on-demand (SVOD) operating income more than doubled to $712 million from $329 million a year earlier. Plus, in a restructuring move, Disney has decided to shift its consumer products business from the Experiences division to Studios.
