Disney Taps TikTok Creators for Exclusive Content Partnership
Disney has announced a new content-sharing deal with TikTok, allowing creators on the app to use assets from Disney's vast library of content. The agreement, which marks a significant shift in the way major media companies approach social media platforms, will enable select TikTok videos to be featured on Disney's own app.
The deal comes after Disney's previous attempt at partnering with OpenAI fell through last March, when a $1 billion deal went sour due to issues with licensing Disney characters and properties for use in the AI company's video generator. In contrast, this new partnership with TikTok has a greater emphasis on content creators, who will gain increased visibility and access to exclusive events as part of the joint Disney Creator Ambassador Program.
Disney+ will also see the introduction of creator-led content through its Verts feature, which showcases short vertical clips from movies and TV shows. This new collaboration between Disney and TikTok aims to connect audiences with their films and series in a more authentic way, as put by TikTok's Global Head of Entertainment, Dawn Yang: 'Creators are at the heart of everything we do at TikTok. Their creativity extends the life of films and shows into conversations that fans discover and share.'