Disney’s next streaming bet depends on creators. Will it pay them?

Disney's latest attempt at streaming success hinges on creators, but will they be properly compensated? The Disney+ app interface underwent a change in March, introducing vertical short-form content known as "Verts." This vertical content now dominates the platform's home page, aiming to rival TikTok and Reels. However, Verts has yet to gain traction, partly due to its initial design that showcased only Disney and Hulu show trailers.

To revitalize Verts, Disney and TikTok formed a partnership last week. This collaboration expands the Disney Creator Ambassador Program, allowing creators to share their content across platforms. In exchange for visibility and networking opportunities, creators do not receive financial compensation. The success of this program will set a precedent for how brands engage with existing fan bases.

While the deal may initially appear mutually beneficial, Disney's creators are not compensated monetarily for their work. As a result, the program's sustainability and ability to make Verts a household name remain uncertain. The fan edit remains crucial for short-form content platforms, and Disney recognizes this fact.