Disney+ looks to TikTok creators to bring fan content to its short-form video feed
Disney is integrating TikTok fan content into its Disney+ app through a new pilot program that features videos about its major franchises. This initiative aims to boost the variety of content on its 'Verts' feed and deepen engagement with the creator economy.
Why it matters
Streaming services are increasingly competing with social media platforms for user attention, leading to deeper integration between professional content libraries and user-generated content.
Disney is partnering with TikTok to bring Disney-focused fan content directly into the Disney+ app. The companies are starting with a pilot program in the U.S. in the coming months, and plan to expand to additional markets later on.
As part of the agreement, fan-made videos on TikTok about Pixar, Marvel and Star Wars will also be featured in the “Verts” section of Disney+, the streamer’s short-form video feed that rolled out a few months ago.
Disney has been working to flesh out the amount and variety of content on the video feed. The company late last year committed to making a significant $1 billion investment in OpenAI as part of a three-year licensing deal that would let people create short videos using Disney characters on the AI lab’s video generation platform, Sora. However, those plans fell through after OpenAI suddenly decided to shut down Sora in March.
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