Why Disney Thinks TikTok Could Be a Game Changer for Disney+
As Disney continues to increase the amount of content available on its streaming service, Disney+, by adding live sports, general entertainment, and much more. It also recently started adding its “Verts” feature, with vertical-format videos being added to Disney+ in some regions, such as in the United States. All of which is being done to increase engagement within the app and hopefully reduce the churn of subscribers,
Recently, Disney announced it was teaming up with TikTok to offer fans and creators a unique way to discover and create content utilising memorable scenes and moments from Disney movies and shows.
TikTok is giving creators access to assets from hundreds of films and series in Disney’s vast library of enduring franchises and beloved IP. Fans will enjoy a shared Disney experience through TikTok videos that will be refreshed regularly to engage subscribers more deeply in timely fan conversations, build stronger communities, and ultimately help them engage with more story formats across Disney+.
During a recent question-and-answer session at the Goldman Sachs Communacopia + Technology Conference, Disney’s Senior Executive Vice President & Chief Financial Officer, Hugh Johnston, was asked about an update on their deal with TikTok:
We are excited about the TikTok partnership for a variety of reasons. Number one, it really introduces a different type of consumer into Disney+. It tends to be a little bit younger, wants to interact more as opposed to being a passive watcher. By virtue of the TikTok relationship, being able to interact with our IP, that really engages the younger audience in a significant way. In addition to that, as you pointed out, it does present to us a top of the funnel opportunity because we are drawing in new consumers into it. In addition to that, somewhat underrated, but we are pretty excited about, we will actually create a creative ambassador program. Really no other company can do that the way Disney is doing it right now, and build closer and closer relationships with those creators.
Last but not least, TikTok, as you know, is very much a vertical format. By virtue of doing that, Disney+ vertically on mobile is relatively small, but this will create the opportunity, we think, to penetrate mobile in a much more significant way, and then allow consumers to discover other aspects of what we have on Disney+ on mobile. We think it is an engagement opportunity for sure.
Without a doubt, Disney is looking at vertical video as a way of engaging with younger audiences, because they’ve been struggling to attract them as TikTok, Instagram and YouTube are dominating, so the idea of bringing Verts onto Disney+ is a way to try to encourage them to at least check out the Disney+ app on their phones regularly. Personally, I only really use the Disney+ app on my Smart TV and rarely use the app on my phone, which highlights why Disney is trying to change this habit.
It also feels like partnering with TikTok is a quick fix, while letting Disney test whether this is something they need to invest more in. Unfortunately, major studios trying to recreate creator-focused content just isn’t going to work; there are too many layers of admin, and it’s inauthentic. Disney+ isn’t a social media platform, and it feels like the executives are trying to slice off a piece of the pie, but removing the very elements that make them so popular: freedom. Parents might prefer a more curated vertical video experience, but I’m doubtful it’ll make much headway in a crowded market.
Are you going to be checking out TikTok content on Disney+? Let me know on social media!
