• by Tanya Gazdik , Yesterday

The Walt Disney Co. and TikTok are partnering on a global content-sharing deal. 

"For TikTok, the deal provides creators on its app an easier way to access licensed content from major franchises and entertainment brands, including Marvel, Pixar, Star Wars and FX,” according to Marketing Dive. “Disney meanwhile is looking for an opportunity to shore up its connection to fan communities and more regularly engage Disney+ subscribers through its mobile app by drawing on popular TikTok videos.”

At launch, short-form videos from participating creators who opt in to the program will live on both TikTok and in Verts on Disney+.

“Disney+ and other ‌streaming services are starting to embrace vertical video, a format that is growing rapidly in the United States. Peacock, owned by Comcast, and Paramount+ have started to offer vertical series, and Netflix features Clips, or short TikTok-style videos,” according to Reuters. “In addition to providing new content for Disney+, the deal with TikTok could help the company attract additional viewers to the streaming service.”

According to TikTok, fans shared an average of 6.5 million Film and TV-related posts on TikTok each day last year. Nearly half of surveyed viewers said they went on to watch a movie or TV show on a streaming service or television after discovering entertainment content on TikTok.

“Financial details weren’t revealed,” according to CNN. “The deal marks one of the biggest moves for Disney’s new CEO, Josh D’Amaro, who assumed the role in March and is tasked with future-proofing the company.”

The Guardian calls the deal “an acknowledgment of the influence fan-made content now has in the entertainment industry. …It is the latest sign of the irresistible rise of short-form vertical video, where users consume content via their phone screens without flipping it round to watch in a wider landscape format.”

Core to this collaboration, according to the companies, is a belief that great talent can come from anywhere. 

Through the jointly run Disney Creator Ambassador Program, Disney and TikTok will enable creators to unlock special rewards and provide them with increased visibility, access to exclusive events and career development pathways. 

“This tiered program reflects Disney’s commitment to building relationships with the next generation of creative talent in partnership with TikTok, who has a unique attention and care for its creator community,” according to a release. “Fan-created content continues to play an increasingly important role in how audiences discover, engage and celebrate entertainment with data reinforcing the opportunity for Disney and TikTok to empower the creators who help bring stories to life.”