Disney+ Bets Big on TikTok: Why Crunchyroll Can’t Ignore Short-Form Anime Any Longer

TikTok has fundamentally changed how younger audiences discover movies, TV shows, and anime, with viral clips often driving viewers to full-length series. Walt Disney Company announced that Disney is now embracing that reality through a new partnership with TikTok that brings creator-made videos directly to Disney+, signaling a major shift in how streaming platforms think about fan engagement.

While the deal centers on Disney’s own franchises, it also raises an important question for anime streaming leader Crunchyroll: can it afford to treat short-form content as just a marketing tool, or must it become part of the core viewing experience?

Disney and TikTok Unite to Expand Short-Form Creator Content

Disney and TikTok have announced a first-of-its-kind partnership that allows eligible creators to access official Disney assets, including content from Marvel, Pixar, Star Wars, FX, and other brands, to produce short-form videos for both TikTok and Disney+.

A curated selection of these videos will appear inside Disney+’s new vertical-video experience, Verts, which is designed for mobile-first viewing. Participating creators will also receive greater visibility, exclusive events, and career development opportunities. The pilot launches in the United States before expanding internationally.

“The ​best storytellers are fans first. That has always been true at Disney, and today, fans are celebrating our stories in entirely new ways. This collaboration creates a new bridge between the stories we tell and the creativity they inspire, giving creators a bigger stage to share what they’ve made, and audiences more to discover on Disney+ every day,” said Disney’s chief marketing and brand officer Asad ​Ayaz.

— Interesting AF (@interesting_aIl) August 5, 2026

The move builds on Disney’s broader strategy unveiled earlier this year, when it introduced Verts as a TikTok-inspired discovery feed to encourage daily engagement rather than limiting Disney+ to traditional long-form viewing. Disney has repeatedly emphasized that Verts is meant to help audiences discover content more naturally through short, swipeable videos before transitioning into full episodes or films.

“Creators are at the heart of everything we do at TikTok. Their creativity extends the life of films and shows into conversations that fans discover and share. Together with Disney, we’re bringing the authentic creator expression of the TikTok community to Disney+, inviting audiences to experience the shared creativity that makes fandom so powerful, ” said Global Head of Entertainment, Dawn Yang, TikTok.

Instead of treating TikTok purely as an external marketing platform, one where users shared an average of 6.5 million TV and film-related posts each day in 2025, Disney is effectively integrating creator culture into its streaming ecosystem, recognizing that fan-made content increasingly shapes viewing decisions.

What the Deal Means for Crunchyroll’s Short-Form Anime Strategy

For Crunchyroll, whose library thrives on passionate fan communities, this trend could represent an opportunity rather than a challenge. Anime already dominates platforms like TikTok and YouTube Shorts through viral fight scenes, emotional character moments, cosplay, fan theories, opening themes, and episode reactions that often introduce newcomers to series before they ever visit a streaming service.

Crunchyroll has never underestimated the power of social media. Over the past few years, the company has built major online campaigns around blockbuster titles like Solo Leveling, Demon Slayer: Kimetsu no Yaiba, Jujutsu Kaisen, Chainsaw Man, and Kaiju No. 8, regularly publishing fight clips, character introductions, opening sequences, behind-the-scenes interviews, convention moments, and voice actor content across TikTok, YouTube Shorts, Instagram Reels, and X. Many of these videos have generated millions of views, helping seasonal anime reach audiences well beyond Crunchyroll’s subscriber base.

The Japanese voices of Tanjiro, Giyu and Shinobu have a special message for Demon Slayer: Kimetsu no Yaiba Infinity Castle I fans! ⚔️ @DemonSlayerUSA pic.twitter.com/go4lE1nTKk

— Crunchyroll (@Crunchyroll) August 5, 2026

Crunchyroll is uniquely positioned to capitalize on that trend because its biggest franchises naturally fuel online conversation. A Solo Leveling fight sequence, a Dandadan reaction, a Blue Lock goal, or a The Apothecary Diaries mystery breakdown can continue circulating across social media long after an episode premieres, keeping audiences engaged between weekly releases.

Disney’s announcement reinforces a broader shift in entertainment: viewers increasingly discover what to watch through creators instead of traditional advertising. For Crunchyroll, whose business depends on converting online anime conversations into subscribers, short-form content is no longer just a marketing asset. It has the potential to become one of its strongest competitive advantages in attracting and retaining the next generation of anime fans.

Do you think Crunchyroll should invest more heavily in short-form anime content? Share your thoughts in the comments below!