Disney Taps Into Fan-Made Content With TikTok Partnership
The Walt Disney Company has partnered with TikTok on a global content-sharing deal that will allow creators to access licensed content from major franchises like Marvel, Pixar, Star Wars, and FX.
This partnership aims to connect Disney's fan communities more regularly through its mobile app by drawing on popular TikTok videos. At launch, short-form videos from participating creators who opt-in to the program will live on both TikTok and in Verts on Disney+
The deal also marks a move towards embracing vertical video formats, with Disney+ joining Peacock and Paramount+ in offering vertical series, as well as Netflix's clips. According to Reuters, nearly half of surveyed viewers said they went on to watch a movie or TV show on a streaming service after discovering entertainment content on TikTok.
The collaboration will also provide creators with increased visibility, access to exclusive events, and career development pathways through the jointly-run Disney Creator Ambassador Program.