Disney Taps Into Creator-Driven Content with TikTok Partnership
The Walt Disney Company has announced a global partnership with TikTok to bring curated fan-created videos into its streaming service, Disney Plus. This move comes at a time when major entertainment companies are trying to tap into creator-driven content to boost their premium entertainment products.
The partnership will start in the United States and will feature videos from participating TikTok creators on both TikTok and Verts, a new short-form platform within Disney Plus. The videos will showcase characters, franchises, and stories from across Disney's portfolio, including Pixar, Marvel, Star Wars, and FX.
TikTok will also give creators access to assets tied to hundreds of Disney films and series, allowing them to create content using scenes and moments from the company's library. This move is seen as a way for Disney to encourage engagement with its stories in different formats and to build relationships with emerging creative talent in partnership with TikTok.
The agreement comes at a time when all major entertainment companies are trying to figure out how to tap into creator-driven content. Fan-created videos play an increasingly important role in how audiences discover movies and television shows, discuss franchises, and build online communities around entertainment.