Disney signs deal to let TikTok users add film extracts

The Walt Disney Co. is venturing into a novel partnership with TikTok, allowing users of the popular video platform to incorporate clips from Disney films and feature its characters. This "first-of-its-kind agreement" aims to foster creativity on Disney+ by showcasing fan-created content.

“

The agreement will bring creators to the forefront of Disney+, with a curated feed of fan-created content featuring our characters and stories.

Disney's Chief Marketing and Brand Officer, Asad Ayaz, highlighted the synergy, stating, "The best storytellers are fans first. This collaboration creates a new bridge between the stories we tell and the creativity they inspire." The entertainment giant believes this strategy will help attract additional viewers to its streaming service, tapping into the significant volume of film and TV-related content already shared on TikTok.

This move aligns with Disney's broader strategy of leveraging advanced technologies to enhance storytelling and increase monetization. The company has already introduced vertical video feeds for previews of its popular franchises like Pixar, Marvel, and "Star Wars" on Disney+, mirroring TikTok's popular format. This embrace of vertical video reflects a growing trend among streaming services, with competitors like Peacock, Paramount+, and Netflix also experimenting with short-form, vertical content.

“

Using advanced technologies to power our storytelling and increase monetisation and returns.

While the financial details of the accord were not disclosed, the announcement accompanied Disney's quarterly earnings report. The company reported a 7% increase in quarterly revenue, reaching $25.2 billion. However, net profit for the quarter ending June 27 fell to $2.8 billion from $5.9 billion a year earlier, partly due to a higher tax bill. Despite the profit dip, the results exceeded most analyst expectations.

“

The best storytellers are fans first. This collaboration creates a new bridge between the stories we tell and the creativity they inspire.