Walt Disney and TikTok have forged a milestone partnership allowing content creators to incorporate characters and clips from Disney’s extensive media catalog into vertical short-form videos. Marking the first agreement of its kind between a major legacy media studio and the social platform, the deal grants creators access to intellectual property spanning Pixar, Marvel, Star Wars, and FX. Under the arrangement, select creator-generated videos will be featured on both TikTok and Disney+, where they will sit under a new “Verts” tab intended to engage mobile-first audiences.
The initiative will launch as a U.S. pilot in the coming months before expanding internationally, though financial terms remain undisclosed. This move reflects a broader industry shift as streaming services like Peacock, Paramount+, and Netflix increasingly integrate vertical video formats to drive subscriber engagement. For Disney, the integration leverages significant user activity on social media; TikTok internal data reveals that users posted 6.5 million entertainment-related updates daily last year, with nearly half of surveyed viewers reporting that platform content prompted them to watch the featured films or series.
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