Disney agrees deal to let TikTokers use its films and TV shows in videos

Disney and TikTok have reached an agreement that will allow TikTok creators to use clips from Disney films in their videos, including franchises like Star Wars, Toy Story and the Marvel Cinematic Universe. These clips will also be shared on Disney's short-form video platform, Verts. The deal is set to be launched in the US before expanding to other countries.

Neither company disclosed financial details, but this follows the collapse of a $1 billion deal between Disney and OpenAI, which would have allowed the use of their characters in AI-generated videos. TikTok's platform saw an average of 6.5 million posts related to film and TV daily last year. This deal is significant as it gives TikTok credibility as a formal distribution partner to one of Hollywood's biggest studios and helps boost some creators' videos, providing them access to exclusive events.

This shift in attention from Hollywood marketing to fans marketing with the raw materials to do so is a profound change.