Disney Taps Into TikTok's Fan-Made Frenzy With New Content Deal

The Walt Disney Company and TikTok have partnered to bring selected creator videos from TikTok into Disney+, in a new global short-form content-sharing deal. The program, which will launch first in the U.S. in the coming months, aims to give creators more opportunities to share their fan-made content with a wider audience.

The deal also gives Disney access to assets connected to hundreds of films and series across its library, allowing creators to build upon recognizable scenes, characters, and franchises. This collaboration is seen as a way to tap into the massive amount of user-generated content on TikTok, where users shared an average of 6.5 million film and television-related posts every day last year.

The joint Disney Creator Ambassador Program will provide selected creators with access to rewards, exclusive events, increased visibility, and career-development opportunities. This reflects a larger shift in how audiences discover entertainment, as TikTok notes that nearly half of surveyed viewers said they later watched a movie or TV show on television or a streaming service after first discovering it on the platform.