Disney bets on creators for new streaming feature
Disney has updated its Disney+ app with a new vertical, short-form content section called "Verts," aiming to capture user engagement. A new creator program expands a partnership with TikTok.
Disney is experimenting with a new strategy on its Disney+ streaming platform, introducing a vertical, short-form content feed named "Verts." This update, implemented in March, redesigns the app's homepage to feature trailers for Disney and Hulu shows, mirroring the popular formats of TikTok and Instagram Reels.
The "Verts" feature has yet to gain significant traction. To bolster its appeal, Disney has expanded its content-sharing deal with TikTok, enhancing the Disney Creator Ambassador Program. This initiative encourages creators to produce and share fan-made content related to Disney intellectual property across platforms.
Under the expanded program, fan creations, such as "Kylo Ren fan edits," will no longer face copyright issues and can be featured on "Verts." The program's primary incentives for creators are increased content visibility and networking opportunities, rather than direct financial compensation. This approach aims to leverage existing fan engagement and organic credibility.
This model marks a departure from typical influencer compensation, focusing on exposure and access. The success of the Ambassador Program could set a precedent for how brands collaborate with fan communities in the evolving digital landscape, potentially influencing future content monetization strategies.