Disney and TikTok announced a new content-sharing deal today. This deal will see some TikTok videos appearing on Disney’s streaming service, Disney+. This will begin with a pilot program in the next few months. Disney shared that TikTok users will be able to opt in and their short-form videos will then live on both TikTok and Verts on Disney+. They will feature characters and stories from across Disney’s brands, including Pixar, Marvel, Star Wars, FX, and more.
“Creators are at the heart of everything we do at TikTok. Their creativity extends the life of films and shows into conversations that fans discover and share,” said Dawn Yang, Global Head of Entertainment, TikTok. “Together with Disney, we’re bringing the authentic creator expression of the TikTok community to Disney+, inviting audiences to experience the shared creativity that makes fandom so powerful.”
To make these shorts, TikTok will offer its creators access to assets from Disney’s vast library of franchises and IP. This will allow fans to enjoy a shared Disney experience with TikTok videos. They will be refreshed regularly so as to engage subscribers more deeply in order to build more fan conversations, stronger communities, and engagement throughout Disney+.
“The best storytellers are fans first,” said Asad Ayaz, Chief Marketing and Brand Officer, The Walt Disney Company. “That has always been true at Disney, and today, fans are celebrating our stories in entirely new ways. This collaboration creates a new bridge between the stories we tell and the creativity they inspire, giving creators a bigger stage to share what they’ve made, and audiences more to discover on Disney+ every day.”
At the center of this collaboration is the firm belief by both companies that great talent can be found anywhere. Using the jointly-run Disney Creator Ambassador Program, Disney and TikTok will allow some of the best creators to unlock special rewards and also provide them with increased visibility, access to exclusive events, and even career development pathways. This will be a tiered program that continues to showcase Disney’s commitment to building relationships with the next generation of creative talent in partnership with TikTok, which is known for the way it provides attention and care for its creator community.
Fan-created content will continue to play a bigger role in how audiences discover, engage, and celebrate entertainment. This is backed by data that reinforces this opportunity for the empowerment of creators to help bring stories to life with Disney and TikTok.
What do you think of this new partnership? Are you excited about it? What do you hope to see come from this? Share your thoughts and opinions in the comments below!
