Get 40% Off
🤯 This Tech Portfolio is up 29% YTD! Join Now to Get April’s Top PicksGet The Picks – Just 99 USD

Exclusive: Tinder breaks into scripted original content, wraps filming first video series - sources

Published 09/16/2019, 02:31 PM
Updated 09/16/2019, 02:31 PM
© Reuters. FILE PHOTO: Photo illustration of dating app Tinder shown on an Apple iPhone

© Reuters. FILE PHOTO: Photo illustration of dating app Tinder shown on an Apple iPhone

By David Alire Garcia and Angela Moon

MEXICO CITY / NEW YORK (Reuters) - Popular dating app Tinder has wrapped filming on its first television series, as owner Match Group Inc (NASDAQ:MTCH) seeks to dive deeper into creating original content, people with direct knowledge of the project told Reuters.

Making new shows is part of a larger strategy that will be revealed in the near future, a spokeswoman told Reuters, declining to elaborate on the plans. The source familiar with the production said it is Tinder's first foray into creating an online platform for scripted video content.

The multi-episode series centers on an "apocalyptic" storyline and includes a relationship sub plot but is not directly connected to Tinder's core dating app business, the source said. It was filmed in Mexico City in late August.

Tinder's move should not be a big surprise given its ownership. Parent company Match is majority owned by IAC, founded by Hollywood legend and IAC Chairman Barry Diller.

Last October, Tinder launched a lifestyle website called Swipe Life to publish original content including articles and videos about dating and relationships.

Offering original content is an increasingly popular strategy for the mostly U.S.-based technology and retail industries that have already attracted millions of devoted users. Walmart (NYSE:WMT) Inc is working with MGM to boost Walmart's Vudu video service. Costco Wholesale Corp (NASDAQ:COST) has also considered video plans to keep customers interested in the brand.

The strategy seeks to engage users on a deeper level even when they are not using the service. That could help Match hold on to its rapidly growing customers. Its shares have risen more than 75% this year as it continues to add subscribers.  

Reuters reported in April that Airbnb Inc, the start-up for booking home rentals around the world, has ambitions to develop a slate of original shows to whet customers' appetite for travel.

For several years, Airbnb has considered various ideas for creating or licensing mini-series and documentaries about travel, and shows featuring Airbnb homes, guests and hosts, according to the Reuters story.

© Reuters. FILE PHOTO: Photo illustration of dating app Tinder shown on an Apple iPhone

It was not clear when Tinder's first series will launch or how Match Group will promote it.

Latest comments

Risk Disclosure: Trading in financial instruments and/or cryptocurrencies involves high risks including the risk of losing some, or all, of your investment amount, and may not be suitable for all investors. Prices of cryptocurrencies are extremely volatile and may be affected by external factors such as financial, regulatory or political events. Trading on margin increases the financial risks.
Before deciding to trade in financial instrument or cryptocurrencies you should be fully informed of the risks and costs associated with trading the financial markets, carefully consider your investment objectives, level of experience, and risk appetite, and seek professional advice where needed.
Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. The data and prices on the website are not necessarily provided by any market or exchange, but may be provided by market makers, and so prices may not be accurate and may differ from the actual price at any given market, meaning prices are indicative and not appropriate for trading purposes. Fusion Media and any provider of the data contained in this website will not accept liability for any loss or damage as a result of your trading, or your reliance on the information contained within this website.
It is prohibited to use, store, reproduce, display, modify, transmit or distribute the data contained in this website without the explicit prior written permission of Fusion Media and/or the data provider. All intellectual property rights are reserved by the providers and/or the exchange providing the data contained in this website.
Fusion Media may be compensated by the advertisers that appear on the website, based on your interaction with the advertisements or advertisers.
© 2007-2024 - Fusion Media Limited. All Rights Reserved.