Disney Taps TikTok for Short-Form Video Ambitions
Disney has struck a deal with TikTok to allow creators to use its iconic characters and stories in their content. This is part of Disney's effort to tap into the power of short-form, vertical video, which has become increasingly popular on platforms like TikTok.
The deal will give creators access to an expansive collection of curated content featuring characters from across Disney's brands, including Pixar, Marvel, and Star Wars. This marks a shift in Disney's approach to intellectual property, as the company becomes more relaxed about allowing its characters to be used by third-party creators.
Disney+ Verts, a platform launched in the US that allows users to watch vertical video content, will also feature some of this creator content. The move is seen as an acknowledgement of the influence fan-made content has on the entertainment industry, with TikTok's 200 million US users and its six-in-ten adults under 30 being a significant factor.
Dawn Yang, global head of entertainment at TikTok, said: '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.'