Disney+ Taps TikTok Creators to Enhance Fan Content in Its Short-Form Video Feed

Disney is collaborating with TikTok to integrate Disney-centric fan content directly within the Disney+ app. The initiative will kick off with a pilot program in the U.S. in the upcoming months, with plans for future expansion to other markets.

As part of the collaboration, fan-created TikTok videos focusing on Pixar, Marvel, and Star Wars will be showcased in the “Verts” section of Disney+, a recently debuted short-form video feed on the platform.

Disney has been actively working to enhance the diversity and quantity of content available on its video feed. Late last year, the company pledged a notable $1 billion investment in OpenAI through a three-year licensing agreement aimed at allowing users to generate short videos featuring Disney characters on the AI lab’s video creation platform, Sora. However, this initiative was halted when OpenAI unexpectedly closed Sora in March.

This alliance with TikTok appears to be a logical step forward, particularly as streaming services compete with social media for audience engagement. This competition is partly why Disney introduced the Verts feature, alongside platforms like Netflix, HBO Max, and Prime Video.

The agreement also reflects Disney’s recognition that emerging talent predominantly resides on social media. Through the newly initiated Disney Creator Ambassador Program, TikTok creators will receive access to the vast library of resources held by the media giant, as well as opportunities for rewards, increased visibility, exclusive events, and career advancements.

Other streaming platforms, such as Tubi and Peacock, have partnered with TikTok creators to develop original long-form content for their services.

The timing of this announcement coincides with Disney’s Q3 earnings report. The company revealed that its subscription video-on-demand (SVOD) operating income surged to $712 million, up from $329 million a year ago. Furthermore, in a strategic shift, Disney has chosen to relocate its consumer products division from the Experiences segment to Studios.