Disney plans to let Disney+ subscribers create short form videos using franchise assets via AI partners, shifting viewers from passive watchers to active creators. The move targets fan engagement, personalization, and platform retention through user generated content and interactive storytelling.
Disney is exploring a move that could turn passive viewers into active creators. CEO Bob Iger said the company is talking with AI vendors to let Disney+ subscribers create short form videos using Disney franchises. The proposal is part of a push toward interactivity and AI powered personalization that aims to boost fan engagement and platform retention.
Streaming has evolved from one way distribution to an interactive experience where user generated content, or UGC, drives discovery and loyalty. Short form video is central to how younger audiences find and re share content. By enabling fans to create clips and remixes inside Disney plus, the platform could capture more attention and convert viewing time into creative activity tied to the creator economy.
Public comments suggest the initial focus would be on short form, remixable experiences rather than full length fan films. AI tools could help edit clips, suggest story beats, and apply effects, lowering the barrier to creative expression. This kind of AI powered personalization also supports short form video SEO by making content more searchable and shareable across social platforms.
Opening franchise assets to remixing requires careful content control and IP management. Moderation, automated content safety, and clear rules will be crucial to protect brands and prevent misuse. There are also ethical considerations around how AI models generate or edit clips and how training data is used.
Other companies in streaming, music, and gaming are testing similar approaches that combine UGC, AI, and shoppable video content. Platforms that make it easy to create and share tend to drive sustained community activity, so this strategy aligns with broader trends toward participatory media and social discovery.
Prepare for a future where audiences are co creators of branded stories. Brands should think about rights management, creator monetization, and short form video SEO to maximize reach. Optimizing vertical video formats and focusing on interactive experience will be key to capturing attention in this evolving landscape.
