Agreement expands access to iconic franchises for digital content creators
LOS ANGELES: Disney and TikTok have announced a new partnership that will allow content creators to legally use clips from Disney films and its subsidiary studios in their videos, marking a significant shift in how one of the world’s largest entertainment companies engages with online audiences.
Under the agreement, creators will gain access to footage from major franchises, including Star Wars, Toy Story and the Marvel Cinematic Universe. The content will also appear on Disney’s short-form video platform, Verts, creating a broader ecosystem for fan-generated videos and promotional content.
The programme will launch first in the United States before expanding to additional international markets. Neither Disney nor TikTok disclosed the financial terms of the agreement.
The partnership follows the cancellation of a previously announced $1 billion deal between Disney and OpenAI, which would have enabled users to generate AI-powered videos featuring Disney characters. That agreement ended after OpenAI discontinued its Sora video-generation platform earlier this year.
Creators gain new opportunities
Disney executives said the collaboration reflects changing audience habits, with fans increasingly celebrating popular stories through short-form digital content rather than traditional media.
The agreement will also provide selected creators with promotional support, exclusive events and opportunities to feature their videos across both platforms. TikTok reported that users created an average of 6.5 million film- and television-related posts each day during the past year, highlighting the growing demand for entertainment-focused content.
Digital marketing strategy continues to evolve
Industry analysts believe the partnership benefits both companies. Disney gains broader engagement through online creators, while TikTok strengthens its position as a major platform for entertainment distribution and fan communities.
The collaboration also addresses long-standing copyright challenges by allowing creators to use licensed film clips without the risk of content removal.
Meanwhile, Disney continues expanding Verts, its short-form video platform launched in the United States earlier this year. Officials said the service is expected to roll out to more countries as the company increases its focus on creator-driven digital engagement and innovative audience experiences.
