Disney Takes an Unprecedented Step Into the Creator Economy

The American entertainment giant has announced a groundbreaking partnership with TikTok that will officially allow select creators to use clips and assets from its biggest franchises—spanning Marvel, Star Wars, and Pixar—in their short-form videos. This marks a first for Disney, which is now positioning user-generated content as a core growth driver rather than just a promotional tool.

The program will initially launch as a pilot in the United States over the coming months, with potential international expansion to follow. Handpicked creators will gain access to a dedicated media library featuring content from hundreds of films and series across Disney’s vast catalog. In return, their videos will be eligible for distribution on “Verts,” a new Disney+ hub dedicated to vertical formats and fan-created content.

This initiative signals a major strategic shift for the entertainment powerhouse. For years, Disney maintained a strict stance on intellectual property protection. Today, the company is betting on creator communities to extend the lifespan of its franchises and connect with a generation that increasingly discovers movies and series through social media rather than traditional channels. Disney openly acknowledges that fan-made content now plays a pivotal role in driving discovery and audience engagement around its IP.

The announcement comes as Disney reports strong financial performance. In the latest quarter, revenue climbed 7% to $25.2 billion, fueled by robust momentum at its theme parks, steady growth for Disney+, and the theatrical success of Toy Story 5. Meanwhile, net income fell to $2.63 billion, largely due to a one-time tax benefit recorded a year prior that skewed year-over-year comparisons. Despite this, the company reaffirmed its earnings-per-share (EPS) growth guidance for upcoming fiscal periods.