The show comes as social media platforms and legacy media companies alike have launched a flurry of original content alongside new streaming platforms like Apple TV+ and Disney+. Additionally, Tinder faces new competition from Facebook Dating.
To create the series, Tinder looked to creators who understand today's youth, since half the app's users these days are under 25, according to the company. The series was directed by Karena Evans, who is behind some of Drake's most viral music videos, including "Nice for What," "God's Plan" and "In My Feelings.
"It was informed by a really obvious thing, which is today's content — whether that's a meme, reaction through an emoji, visual content, short-form story — that's the language of Gen Z," Tinder CEO Elie Seidman said in an interview with CNBC. "They're bonding over a shared experience."Seidman said Tinder isn't fighting rivals like Facebook for younger users' time, helped in part by its brand recognition.
"If you go back a decade, there was the view that there was going to be one digital community to rule them all," Seidman said. "I did not have concerns then and I don't believe now that we're actually competing with [Facebook]. I think we're the place that you go when you're young and want to meet new people."
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