Disney is expanding its investment in short-form video after announcing a new partnership with TikTok that will bring creator-produced content inspired by some of its biggest entertainment brands to Disney+.
The agreement will see TikTok creators produce short videos based on popular franchises including Marvel, Pixar, Star Wars and FX. Participating creators will have their content featured on both TikTok and Disney+, where it will appear as part of the streaming platform’s vertical video experience known as “Verts.”
The partnership is set to launch initially in the United States before reaching additional international markets. Although commercial terms were not disclosed, the companies said the collaboration will strengthen connections between creators, audiences and Disney’s extensive range of entertainment properties.
Commenting on the collaboration, Disney Chief Marketing and Brand Officer Asad Ayaz said the partnership creates new opportunities for creators to showcase their work while giving Disney+ subscribers more content to discover through the platform’s growing short-form offering.
The agreement comes as entertainment companies look for new ways to connect social media audiences with their streaming platforms. With short-form video continuing to gain popularity, creator-led content is becoming an important part of that strategy.
Disney has been signalling its interest in the format for some time. The company previously introduced “Verts” on ESPN’s direct-to-consumer streaming service before announcing plans to expand the feature to Disney+. Disney executives have described short-form video as an important way of connecting with younger audiences, particularly Generation Alpha, who increasingly engage with entertainment through social media and creator-led content.
The new agreement also follows the cancellation of Disney’s previously announced partnership with OpenAI, which would have allowed users to create short AI-generated social videos featuring characters and assets from Disney, Marvel, Pixar and Star Wars. That initiative was discontinued after OpenAI shut down its Sora video-generation platform, prompting Disney to explore alternative approaches to expanding its creator ecosystem.
The collaboration will also see the launch of the Disney Creator Ambassador Program, giving selected creators opportunities to attend exclusive events, develop new skills and work with content inspired by Disney’s film and television franchises.
For Disney, the partnership represents another step in adapting its content strategy to changing consumer behaviour, where social media increasingly influences viewing decisions. Research commissioned by TikTok has suggested that content discovered on the platform frequently encourages viewers to watch related films and television programmes on streaming services or traditional television.
As competition among streaming platforms intensifies, the collaboration highlights how established entertainment companies are increasingly working with creator communities and social media platforms to expand audience engagement and extend the reach of their content beyond conventional viewing experiences.
