Disney has partnered with TikTok to allow creators to use official clips from its films and television shows, bringing major franchises such as Star Wars and Marvel into the world of user-generated content.
Disney has signed a new agreement with TikTok that will allow creators to use clips from some of the entertainment giant’s biggest movies and TV shows in their own videos.
The partnership will give TikTok users access to content from Disney and its major franchises, including Star Wars, Toy Story and the Marvel Cinematic Universe (MCU).
The clips will also be shared through Disney’s own short-form video platform, Verts, as part of the companies’ push to embrace creator-led entertainment.
The programme will launch first in the US before expanding into additional markets.
Neither Disney nor TikTok has revealed financial details of the agreement.
The deal marks a major shift in how traditional entertainment companies approach fan-created content.
Previously, videos using copyrighted clips from films and television shows could be removed if creators did not have permission to use the material.
TikTok said its platform recorded an average of 6.5 million posts relating to film and television every day last year, highlighting the huge demand for entertainment-focused creator content.
Disney’s chief marketing and brand officer Asad Ayaz said audiences are increasingly celebrating stories in new ways, while social media expert Matt Navarra said the agreement reflects a wider change in Hollywood’s relationship with online communities.
Navarra explained: “Hollywood used to market at fans. Now it needs to give fans the raw materials to market with it.”
The partnership also provides benefits for selected creators, including increased promotion opportunities and access to exclusive events.
For TikTok, the deal strengthens its position as a major entertainment discovery platform.
Navarra noted that the company’s recommendation algorithm can influence which characters, scenes or older franchises regain popularity among audiences.
The agreement comes after Disney ended a planned $1 billion deal with OpenAI that would have allowed users to create AI-generated videos featuring Disney characters.
The agreement collapsed after OpenAI shut down its Sora video generation tool in March.
Analysts believe the TikTok partnership could help Disney expand its presence in user-generated content, although experts have warned the company will need to carefully monitor creator videos.
Gareth Sutcliffe from Enders Analysis said: “There is an ongoing safety debate around TikTok under European online rules.
“At a minimum, Disney will need to employ significant guardrails to curate the creator content that is selected.”
Disney agrees deal to let TikTok creators use its movies and TV shows in clips
