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Disney Strikes Partnership With TikTok
Creator magic // Illustration by Kate Walker
Disney has struck a content-sharing deal with TikTok that will bring creator-made vertical videos to Disney+.
The Vertical Picture: Studios and streamers are increasingly realizing they need a vertical-video strategy, which is why Disney, Warner Bros., Netflix, Peacock, and others have rolled out dedicated features. But Disney’s TikTok move isn’t just a bet on vertical video to attract younger audiences — it’s also a bet on the creator economy to keep its movies and shows in the cultural conversation.
Behind The Deal: Your favorite creator is getting top billing next to Mickey Mouse and Darth Vader.
The “first-of-its-kind” deal will allow chosen creators to have their videos posted on both TikTok and Disney+’s Verts feature. Those videos will be “refreshed regularly,” according to Deadline.
Creators will also get access to Disney IP — including photos and videos of characters — that they can use in their content.
The companies will jointly launch the new Disney Creator Ambassador Program, which will “enable top-notch creators to unlock special rewards and provide them with increased profiles, access to exclusive events, and career development pathways,” per Variety.
The features will initially be available only to US-based creators before expanding to additional markets.
Last Upload: Disney’s TikTok deal feels like a reboot of its very short-lived Sora partnership, which imploded after OpenAI shelved the platform. Disney is working overtime to win over Gen Alpha, inking deals with Epic Games’ Fortnite and now arguably the world’s most influential short-form video platform. It’s a priority for new Disney CEO Josh D’Amaro, who has made no secret of his belief that Disney+ needs to evolve into the digital gateway for all things Disney.
When it comes specifically to TikTok, the influence is clear: A recent TikTok survey found that half of its users checked out a new film or show after discovering content about it on the platform.
The Future: Expect Disney to keep an eye out for creators using its IP in inventive ways, potentially inviting them to pitch projects at the studio.
Today’s email was written by David Vendrell.
Edited, polled, and copy-edited by Kait Cunniff.
Published by Darline Salazar.