TikTok & Disney Announce First-of-Its-Kind Partnership to Bring Creator Videos to Disney+

TikTok / Disney

Disney and TikTok recently announced a first-of-its-kind partnership that will bring creator videos directly into the Disney+ experience.

How It Works

Starting in the U.S. over the coming months, creators who opt into the program will gain access to IP from hundreds of Disney films and series, including Pixar, Marvel, and Star Wars, to create short-form videos for both TikTok and Verts, the vertical video feed Disney launched earlier this year.

Disney says the videos will be thoughtfully curated and refreshed regularly. The initiative is part of the broader Disney Creator Ambassador Program, which the two companies are co-launching. Selected creators will gain access to potential rewards, increased visibility, exclusive early access, and career opportunities.

Streaming Takes a Page From Social

The partnership comes as streaming platforms increasingly adopt the discovery mechanics that made social platforms so effective.

As libraries expand and viewers move between services to follow specific shows and movies, platforms like Disney+, Netflix, Peacock, and HBO Max have introduced vertical, social-style feeds to help audiences find what to watch next. Among Gen Z, 59% actively subscribe and unsubscribe from streaming services to watch a favorite show, making discovery and retention increasingly important for streamers.

But so far, these feeds have largely relied on trailers, clips, and other studio-produced content. Disney is now taking the next step: bringing creator content into the streaming experience.

What It Means for Disney, TikTok & Creators

Disney isn't trying to manufacture demand for fan and creator content. The demand already exists. According to Deloitte, 52% of self-described fans actively watch or seek out fan-created content related to movies and TV shows. The supply is also massive, with TikTok reporting that users shared an average of 6.5 million film- and TV-related posts every day last year.

For Disney, the partnership creates a scalable source of creator-made videos to surface in Verts, making its discovery experience more engaging while tapping into the type of fan-driven content audiences already seek out on social platforms. Giving creators access to approved Disney photos, clips, characters, and scenes could also fuel more content around its IP.

TikTok also benefits by further deepening its relationship with the entertainment industry, including one of the world's biggest entertainment companies, while creating more value for creators who make Disney-related content.

For creators, access to Disney IP gives them new ways to enhance their content and storytelling using recognizable characters, scenes, and stories. Their videos could also reach audiences beyond their existing TikTok followers when surfaced within Disney+, giving them another way to grow their audience.

What Could Come Next?

With short-form video feeds becoming a bigger priority for streaming platforms, it's likely others will follow, potentially partnering with TikTok, Instagram, or YouTube to bring creator content into their own experiences.

But from a bigger-picture perspective, we keep seeing the lines blur between creators and media companies, social and streaming, and new and traditional media.

And if you ask me, that’s a good thing, especially for viewers. We’re moving toward experiences that bring together the content and entertainment people already enjoy in one place.