Disney, TikTok strike global content deal

The Walt Disney Company said on August 5 it reached a global short-form content-sharing agreement with TikTok that will let fans and creators make videos using scenes and moments from Disney movies and shows. The companies said the arrangement covers Disney, Marvel, Pixar, Star Wars, FX and other brands, and is designed to give creators licensed access to material that would normally sit inside Disney’s own ecosystem. (thewaltdisneycompany.com) Disney also said some fan-made videos could be selected for distribution on Disney+, extending the partnership beyond TikTok itself. The deal adds a new layer to Disney’s push into vertical video on its streaming service. (thewaltdisneycompany.com) TechCrunch reported that Disney+ plans to feature creator videos in its short-form “Verts” feed, while the New York Times reported Disney said “thoughtfully curated” fan-created videos could appear on the service. Disney described the arrangement as “first-of-its-kind” in its announcement. ### What exactly are creators being allowed to use? Disney said creators in the program will be able to use “memorable scenes and moments” from its movies and shows in short-form videos. Coverage by ABC News and CBS News said the usable assets include material tied to Disney, Marvel, Pixar and Star Wars characters and franchises. (thewaltdisneycompany.com) Variety reported the agreement also extends to stories and characters from FX and other Disney-owned brands. The companies framed the program as a way for fans to create officially sanctioned videos rather than relying on unlicensed clips circulating on social platforms. (techcrunch.com) ### Where will those videos show up? Disney said the videos will be created for TikTok, but the companies also left open a path for selected clips to appear on Disney+. NBC News reported that a curated selection of videos will stream on TikTok and on Disney+, while TechCrunch said Disney+ is using the partnership to add material to its short-form feed. (thewaltdisneycompany.com) The New York Times said Disney described the Disney+ component as a place for “thoughtfully curated” fan-made videos. That language suggests Disney will choose which creator videos move from TikTok into its own subscription product, rather than opening Disney+ broadly to all user-generated posts. (variety.com) ### Why is Disney tying this to Disney+ now? Variety reported the partnership is aimed at boosting short-form programming on Disney+. TechCrunch said Disney+ has been building out its “Verts” feed over the past few months as streaming companies compete more directly with social video platforms for viewer attention. (nbcnews.com) Disney did not disclose financial terms in its announcement. Its statement instead emphasized discovery and creator participation, saying the collaboration puts “fan creativity front and center” and opens doors for a new generation of creators. (nytimes.com) ### Is this the first Disney-TikTok partnership? Disney and TikTok have worked together before. Disney’s website said the companies launched a Disney100 hub on TikTok in October 2023, featuring exclusive content, themed challenges, games, music and advertising integrations tied to Disney’s centennial campaign. (variety.com) The August 5 agreement goes further by connecting creator-made videos to Disney+, not just to activity on TikTok. That makes the new arrangement broader than the Disney100 campaign, which was centered on a branded hub inside TikTok. (thewaltdisneycompany.com) ### What happens next and when? Disney said the partnership will begin with a U.S. pilot in the coming months before expanding to other markets. The company did not give a launch date, name participating creators or detail how revenue, licensing or moderation will work. (thewaltdisneycompany.com) For now, the next concrete step is the U.S. rollout. Disney’s August 5 announcement and follow-up coverage from Variety and TechCrunch are the main public descriptions of how the program will operate. (thewaltdisneycompany.com 1) (thewaltdisneycompany.com 2)