LOS ANGELES (Realist English). The Walt Disney Company and TikTok have announced a first‑of‑its‑kind global agreement for short‑video publication that will allow creators to produce content featuring characters and scenes from Disney films and series.
This is the first such partnership between a major traditional media company and a popular social network. The programme will launch in the US in the coming months, with plans to expand to other markets.
Access to iconic franchises and new formats
Under the agreement, TikTok will provide creators with access to assets related to hundreds of films and series from Disney’s extensive library. Participants in the programme will be able to use characters, scenes and stories from brands and franchises including Pixar, Marvel, Star Wars and FX.
Videos created under the partnership will be published both on TikTok and in a dedicated Verts feed – a vertical video feature within the Disney+ mobile app. Content on Disney+ will be regularly updated to reflect current fan discussions and encourage subscribers to explore the company’s library more deeply.
Ambassadors and creator privileges
The companies will also launch a joint Disney Creator Ambassador Programme. Selected creators will receive enhanced visibility for their videos, access to exclusive events, career development opportunities and other privileges.
“The best storytellers are first and foremost fans,” said Asad Ayaz, Disney’s Chief Marketing and Brand Officer. “This partnership creates a new bridge between the stories we tell and the creativity they inspire.”
Donna Young, TikTok’s head of entertainment, added: “Together with Disney, we are bringing the authentic creative expression of the TikTok community to Disney+.”
Strategy to attract younger audiences
The agreement is one of the first major decisions by Disney’s new CEO Josh D’Amaro, who took office in March 2026. According to him, the integration of short‑form vertical video “creates a more complete experience” on Disney+ and should encourage users to spend more time in the app.
The decision to partner with TikTok comes amid the growing popularity of vertical video. Netflix, Paramount, HBO Max and Peacock have already introduced similar features into their apps. For Disney+, with its 130 million subscribers worldwide, this represents an opportunity to attract new audiences and increase engagement.
According to TikTok data, in 2025 users posted an average of 6.5 million posts related to film and television every day. Nearly half of surveyed viewers said that after discovering content about a film or series on TikTok, they subsequently watched it on a streaming service or on television.
A shift after the OpenAI deal collapsed
The TikTok agreement came just months after Disney walked away from a partnership with OpenAI. That deal would have involved a $1 billion investment and access to the generative video platform Sora to create clips with Disney characters. However, in March 2026, OpenAI shut down Sora, citing a decision to focus on other areas of its business. The financial details of the new TikTok agreement have not been disclosed.
Disney has bet on user‑generated content and TikTok’s young audience, giving creators legal access to its most valuable assets – Marvel, Star Wars and Pixar characters. However, the question remains how this will affect the perception of iconic franchises: will creators treat Disney’s legacy with care, or will the corporation risk diluting its own magic in an endless stream of fan parodies and mashups?
