The Walt Disney Co. and TikTok have struck what they call a first-of-its-kind global content-sharing deal that allows users of the social media platform to create content utilizing memorable scenes and moments from Disney movies and shows.
The agreement, which will pilot in the U.S. in the coming months with plans for other markets to follow, will bring a collection of what the two companies describe as “thoughtfully curated Disney-centric fan-created content” from TikTok to the Disney+ app.
At launch, short-form videos from participating creators will be live on both TikTok and Verts on Disney+, and will feature characters and stories from across Disney’s brands including Pixar, Marvel, “Star Wars,” FX and others.
The deal comes as content companies are scrambling to expand their offerings of vertical and short-form video content, which dominate viewing on social media. It also represents a notable embrace of fan-created content by Disney, which has a long history of protecting its brands from unauthorized use by creators, and a push by Disney to expand its connections to the creator economy.
As part of the deal, TikTok will offer participating creators access to assets related to hundreds of films and series from Disney’s library of franchises. Videos created through the program will be refreshed regularly on the Disney+ Verts feed, providing subscribers with another means of discovering Disney-related content.
“The best storytellers are fans first,” Asad Ayaz, Disney chief marketing and brand officer. “That has always been true at Disney, and today, fans are celebrating our stories in entirely new ways. This collaboration creates a new bridge between the stories we tell and the creativity they inspire, giving creators a bigger stage to share what they’ve made, and audiences more to discover on Disney+ every day.”
Added TikTok 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. Together with Disney, we’re bringing the authentic creator expression of the TikTok community to Disney+, inviting audiences to experience the shared creativity that makes fandom so powerful.”
Through the jointly run Disney Creator Ambassador Program, Disney and TikTok will also help creators unlock special rewards and provide increased visibility, access to exclusive events and career development pathways, the companies said.
Disney said that this tiered program reflects its commitment to building relationships with the next generation of creative talent in partnership with TikTok.
In announcing the deal, Disney noted that fan-created content continues to play an increasingly important role in how audiences discover, engage and celebrate entertainment.
According to internal TikTok data, fans shared an average of 6.5 million film and TV-related posts on the platform each day last year. Nearly half of users said they went on to watch a movie or TV show on a streaming service or television after discovering it on TikTok, according to the platform.
