Disney Taps TikTok for Younger Audience

Disney is taking steps to attract younger audiences to its streaming service Disney+, by partnering with TikTok. The partnership allows creators to access assets from hundreds of films and series in Disney's vast library, enabling them to create unique content using memorable scenes and moments.

According to Disney's Senior Executive Vice President & Chief Financial Officer Hugh Johnston, the partnership is expected to introduce a new type of consumer into Disney+, who are younger and more interactive. This will allow Disney+ to engage with its audience in a more significant way, especially on mobile devices.

Johnston highlighted that TikTok's vertical format presents an opportunity for Disney+ to penetrate mobile in a more substantial way. He also mentioned the creation of a creative ambassador program, which will enable Disney to build closer relationships with creators and develop new content.

The partnership is seen as a way for Disney to test whether investing in creator-focused content is necessary. However, some critics argue that major studios trying to recreate creator-focused content can be inauthentic and require too much administrative effort.