The latest
Disney has struck an agreement with TikTok that will let some creators use photos and videos from Disney properties and titles owned by Lucasfilm, Marvel, Pixar and FX, the company said during its earnings call. In return, Disney plans to place “thoughtfully curated” user-generated TikTok content in Verts, its short-form vertical feed on Disney+. The feed, introduced last spring, has until now carried clips from Disney films and television shows rather than outside creator posts.
Details
- Access terms: Disney did not identify the participating creators, selection criteria, usage limits, available titles or a launch timetable. The disclosure therefore establishes access to controlled intellectual property, but not whether every creator will receive the same materials or how Disney and TikTok will approve, label and distribute resulting posts.
- Verts expansion: Adding creator-made material changes Verts from a feed composed solely of studio footage into one mixing Disney’s catalogue with selected user-generated videos. Disney’s description indicates that it will retain control over which TikTok posts appear within its streaming service, although the review process was not detailed.
- Competitive field: Disney wants the partnership both to place its franchises before TikTok’s large audience and to keep Disney+ users scrolling when they have not selected a full film or programme. Netflix, Paramount+, HBO Max and Peacock have also entered the market for short-form vertical content.
- Quarterly figures: The announcement came during Josh D’Amaro’s second earnings call as chief executive. Disney exceeded Wall Street expectations for operating income and earnings per share while narrowly missing revenue estimates. Its experiences division, including theme parks and cruises, generated $10 billion in quarterly revenue, up 10% from a year earlier.
- Super Bowl sales: Disney said advertising inventory for next February’s Super Bowl was already sold out. The Hollywood Reporter said 30-second spots were offered at $10 million. The supplied material did not disclose the average price secured, the number of spots sold or Disney’s total advertising revenue from the game.
- Film spillover: The report characterized “Toy Story 5” as a hit while describing live-action “Moana” and “The Mandalorian and Grogu” as flops. D’Amaro told analysts that films with weaker theatrical performances still encouraged spending elsewhere in Disney’s business, including merchandise and theme-park visits.
Between the lines
TikTok supplies creator reach, while Disney controls which user-generated clips enter Verts. Because licensing and selection rules remain undisclosed, the balance between creative freedom and brand oversight cannot yet be assessed.
What’s next
The first curated TikTok posts published in Verts will provide the clearest implementation marker. Disney has not announced their release date; its next results call can also show whether experiences revenue maintains its reported 10% annual growth.
