Disney teams up with TikTok in content deal

Disney is bringing its famous characters and stories closer to social media fans through a new partnership with TikTok. 

The companies announced on Wednesday that some creators on the platform will soon be able to make and share short-form videos using Disney’s portfolio of brands, including Lucasfilm, Marvel, Pixar, and FX.

The company also announced that Verts, its short-form video feed on Disney+, will feature “thoughtfully curated” user-generated content.

The new feature, described as a first-of-its-kind collaboration, will launch in the United States in the coming months before expanding to other countries. The companies did not disclose financial details.

It’s the first time TikTok content will be distributed beyond the app.

Short-form comes to streaming
The partnership marks one of the biggest initiatives under Disney CEO Josh D’Amaro, who took charge in March. While the deal gives the company greater exposure on TikTok, it’s also part of a broader push to increase viewing time on Disney+. D’Amaro said short-form videos will create a richer Disney+ experience, keep viewers engaged when they’re unsure what to watch, and help them discover new shows.

Netflix, Paramount+, HBO Max, and Peacock have embraced the same strategy.

The announcement came during the House of Mouse’s earnings call.

The company reported mixed fiscal third-quarter results, beating Wall Street’s profit expectations for operating income and earnings per share, but slightly missing revenue estimates. Its experiences unit turned in a standout quarter, with revenue rising 10% year over year to $9.97 billion, driven by its theme parks and cruise operations.

Its theatrical business is delivering value beyond ticket sales. Toy Story 5 was a blockbuster, while the live-action Moana and The Mandalorian and Grogu fell short. Still, D’Amaro said the films helped drive merchandise sales and theme park visits.