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Disney and TikTok announced a content-sharing deal Wednesday that will allow creators to post across both companies’ vertical video platforms.
Those who opt in to the program will be able to pull from characters and stories across Disney’s brands including Pixar, Marvel, Star Wars and FX.
Their videos will be uploaded to both TikTok and Verts on Disney+, a vertical video content feature the platform launched in March, the same month Josh D’Amaro stepped into the role of CEO, succeeding Bob Iger.
“Together with Disney, we’re bringing the authentic creator expression of the TikTok community to Disney+, inviting audiences to experience the shared creativity that makes fandom so powerful,” Dawn Yang, global head of entertainment at TikTok, said in a statement on the deal.
The move comes a little more than a year and a half after TikTok almost went dark in the U.S. market following calls for Chinese parent company ByteDance to divest or face a unilateral ban.
ByteDance eventually struck a deal to split the U.S. app into a majority-American joint venture called TikTok USDS Joint Venture LLC with support from the Trump administration.
The parent company retained a minority 19.9 percent stake, while American and international investors hold the rest.
The U.S. algorithm was isolated and secured in Oracle’s cloud environment, governed by a seven-member board with an American majority.
TikTok has an estimated 170 million monthly active users in the U.S. and billions worldwide, which could help grow the Disney+ audience internationally.
“The best storytellers are fans first. That has always been true at Disney, and today, fans are celebrating our stories in entirely new ways,” Asad Ayaz, chief marketing and brand officer of The Walt Disney Co., said in a statement on the merger.
“This collaboration creates a new bridge between the stories we tell and the creativity they inspire, giving creators a bigger stage to share what they’ve made, and audiences more to discover on Disney+ every day,” Ayaz added.
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