Disney+ looks to TikTok creators to bring fan content to its short-form video feed

Disney is collaborating with TikTok to showcase Disney-themed fan content within Disney+'s short-form video feed. This partnership marks a pilot program in the United States, with plans to expand globally in the near future. The agreement allows fan-made videos on TikTok, focusing on franchises like Pixar, Marvel, and Star Wars, to be featured in Disney+'s "Verts" section—a short-form video feed that launched a few months ago.

Disney has poured a significant $1 billion into OpenAI, aiming to enable the creation of short videos using Disney characters through the company's video generation platform, Sora. However, this initiative was halted when OpenAI decided to shut down Sora in March. This TikTok partnership seems to be a logical next step in Disney's strategy, as streaming platforms increasingly compete for users' attention, including from social media.

The Verts feature, launched alongside Disney+, Netflix, HBO Max, and Prime Video, signals Disney's recognition that the next generation of talent is on social media. Through the new Disney Creator Ambassador Program, TikTok creators will have access to Disney's extensive content library, rewards, increased visibility, exclusive events, and career opportunities.

This move aligns with Disney's Q3 results, showing a surge in subscription video-on-demand (SVOD) operating income, rising from $329 million to $712 million. Additionally, Disney has restructured its consumer products business, moving it from the Experiences division to Studios.