The Walt Disney Company has reached a new agreement with TikTok that will allow content creators to legally use clips from Disney films and television shows in their videos, marking a major step in expanding fan engagement across social media.
Under the partnership, creators will be able to incorporate scenes from some of Disney’s biggest franchises, including Star Wars, Toy Story, and the Marvel Cinematic Universe, into their TikTok content.
The videos will also be shared on Disney’s short-form video platform, Verts.
The programme will launch first in the United States before being expanded to other countries. Neither Disney nor TikTok disclosed the financial terms of the agreement.
The deal comes months after Disney’s reported $1 billion agreement with OpenAI to allow users to generate AI videos featuring Disney characters collapsed.
The arrangement was terminated in March after OpenAI shut down its AI video generation tool, Sora, as part of a shift in the company’s strategic priorities.
Commenting on the new partnership, Disney’s Chief Marketing and Brand Officer, Asad Ayaz, said fans are finding new ways to celebrate the company’s stories across digital platforms.
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In a joint statement, Disney and TikTok said fan-created content is playing an increasingly significant role in the entertainment industry, making social media an essential platform for audience engagement.
TikTok revealed that its platform recorded an average of 6.5 million film- and television-related posts every day last year, highlighting the growing popularity of entertainment content among users.
Previously, many fan-made videos featuring copyrighted movie and television clips were often removed because they lacked official permission, limiting creators’ ability to reach wider audiences.
The new collaboration is expected to change that by providing authorised access to Disney content while also introducing a jointly managed programme that will promote selected creators’ videos and offer them invitations to exclusive events.
The agreement reflects the increasing importance of influencers and online creators in modern marketing campaigns, with brands relying more on digital communities to promote films, television programmes and other entertainment products.
Disney launched its short-form video platform, Verts, in the United States in March as part of its strategy to strengthen its presence in the creator economy and plans to expand the platform globally.
