Disney Taps TikTok for Short-Form Video Content

The Walt Disney Company has partnered with TikTok to allow social media creators to make short-form videos featuring its famous characters, including Mickey Mouse and Star Wars. The partnership, which marks a significant move for new CEO Josh D'Amaro, will let users upload and share Disney assets on both TikTok and the Disney+ streaming platform.

The deal, described as 'first-of-its-kind', will roll out in the US within months and expand to other countries. Financial details were not disclosed. The partnership aims to engage subscribers more deeply in timely fan conversations and build stronger communities.

D'Amaro stated that adding short-form video content 'creates a more complete experience' on Disney+ and encourages users to stay longer and discover new shows. This move comes after the company's partnership with OpenAI was scrapped due to criticism of its generative-video platform, Sora.