Disney’s partnership with TikTok aims to blur the line between scrolling and streaming
While scrolling through Disney+, you expect to come across beloved movies and TV shows from the entertainment giant’s most popular franchises. What you might not expect is a TikTok . That may become the new normal because the Walt Disney Co. and TikTok announced a deal this week that will bring an assortment of TikTok videos to the service—fan-made short videos centered around Disney content. A…
Disney and TikTok have inked a deal that aims to bridge the gap between scrolling through social media and streaming movies. The partnership will see the introduction of fan-created TikTok videos on Disney+, featuring short videos centered around Disney content. A pilot program is set to launch in a few months, though the specific creators involved remain undisclosed. This collaboration seeks to bring together Disney's iconic franchises, like Pixar, Marvel, and Star Wars, with the creative talents of TikTok users.
The fan-created content will be featured on both TikTok and Disney+, allowing users to scroll through a few minutes and end up streaming hours. The videos will be curated and vetted by the Disney Creator Ambassador Program, a joint initiative between the two companies. This move not only offers creators access to Disney’s vast library of assets but also provides TikTok with the opportunity to associate itself with a trusted family brand.
TikTok users are already sharing an average of 6.5 million pieces of movie and TV content daily, with nearly half of these viewers watching a show or film after discovering it on the platform. By highlighting the impact of fandom culture, Disney and TikTok hope to spark cultural conversations between the brands. As Disney's streaming entertainment business saw an 11% growth in its third quarter, shares of the company have climbed more than 8% in the past five days.
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