WEBVTT - Tinder Chases Gen Z Users With ‘Swipe Night’ and Multimedia Frills 0:00:08.240 --> 0:00:12.600 Welcome to Strictly Business, Variety's weekly podcast featuring conversations with 0:00:12.680 --> 0:00:16.599 industry leaders about the business of media and entertainment. I'm 0:00:16.640 --> 0:00:20.840 Cynthia Littleton, co editor in chief of Variety Today. My 0:00:20.880 --> 0:00:25.040 guest is Jim land Zone, CEO of Tinder. Tinder is 0:00:25.079 --> 0:00:28.840 one of the Internet's most recognizable brands. It's the juggernaut 0:00:28.920 --> 0:00:32.479 of online dating services and one of the highest grossing 0:00:32.560 --> 0:00:36.280 non gaming apps in the world. The Tinder has largely 0:00:36.320 --> 0:00:40.200 been a one dimensional experience on the platform until Landzoonne 0:00:40.280 --> 0:00:44.160 arrived last year. He spent the previous decade leading CBS 0:00:44.200 --> 0:00:47.680 Interactive during the Great Disruption brought on by the Dawn 0:00:47.680 --> 0:00:51.639 of streaming. He led the pioneering launch of the CBS 0:00:51.720 --> 0:00:56.080 All Access subscription service in twenty fourteen. When he arrived 0:00:56.080 --> 0:01:00.720 at Tinder, Lanzonne realized that content and video based connection 0:01:00.800 --> 0:01:03.520 tools would be key to growing the services user base. 0:01:04.240 --> 0:01:07.319 It's gen z consumers have told them that they want 0:01:07.360 --> 0:01:11.440 more immersive experiences, so Tinder is rolling out a host 0:01:11.520 --> 0:01:14.920 of video based bells and whistles. That list includes that 0:01:15.240 --> 0:01:19.200 Choose your Own Adventure TV series dubbed Swipe Night, and 0:01:19.319 --> 0:01:22.840 new tools that allow individuals and small groups to gather 0:01:23.000 --> 0:01:27.800 around movies and TV shows and other forms of content. Tinder, 0:01:28.120 --> 0:01:31.600 which turns ten next year, also has a growing profile 0:01:31.640 --> 0:01:35.480 on TV, including a partnership with the Australian edition of 0:01:35.520 --> 0:01:40.080 the reality series Love Island. In our conversation, lands Own 0:01:40.200 --> 0:01:42.959 offers his thoughts on how the Tinder brand has thrived 0:01:43.000 --> 0:01:45.720 as a digital native, and he weighs in on the 0:01:45.760 --> 0:01:48.480 state of play in the streaming wars from his new 0:01:48.560 --> 0:01:52.480 perch as a well informed consumer. That's all coming up 0:01:52.520 --> 0:02:04.560 after this break, MHM. Welcome back to Strictly Business, Jim 0:02:04.640 --> 0:02:07.560 Land's Own CEO of Pinder. Thank you so much for 0:02:07.640 --> 0:02:12.640 joining me today. Good beer, Cynthia, So, Jim, you spent 0:02:12.720 --> 0:02:16.000 almost ten years in the deep in the world of 0:02:16.080 --> 0:02:20.800 traditional media in CBS, and you were one of the 0:02:20.880 --> 0:02:24.639 one of the people that brought CBS into the century 0:02:24.720 --> 0:02:29.200 with the launch of I will say it the industry's 0:02:29.480 --> 0:02:37.640 first mainstream subscription streaming service to take mainstream television assets 0:02:37.680 --> 0:02:40.240 like CBS. It doesn't get more mainstream TV than that. 0:02:40.840 --> 0:02:47.080 Into the online O T T direct consumer world, into 0:02:47.160 --> 0:02:51.079 the online O T T direct to consumer world. All 0:02:51.200 --> 0:02:55.120 the buzzwords that everybody's talking about now you were tackling 0:02:55.400 --> 0:02:58.680 almost ten years ago, the CBS with the very successful 0:02:58.720 --> 0:03:01.359 launch of CBS All Acts, which is now morphed into 0:03:01.440 --> 0:03:04.440 a paramount plus and is now pretty much the centerpiece 0:03:04.919 --> 0:03:10.160 of the entire viacom. CBS is future growth plan. So 0:03:10.320 --> 0:03:12.920 you know, quite a foundation that you helped launch. But 0:03:13.120 --> 0:03:17.400 almost a year ago now you left CBS and back 0:03:17.480 --> 0:03:23.040 to venture capital world and the world of entrepreneurialism. And 0:03:23.040 --> 0:03:25.920 and as in that journey you wound up the Tinder. 0:03:26.360 --> 0:03:29.040 How did all the experience of the previous ten years 0:03:29.080 --> 0:03:35.920 inform how you laid out a plan for Tinder? Yeah, well, look, 0:03:36.160 --> 0:03:40.560 I I my whole career, even going back before CBS, 0:03:41.040 --> 0:03:44.360 has been Internet products. And I spent almost a decade 0:03:44.360 --> 0:03:47.760 in search and navigation. And then my startup Clicker that 0:03:47.800 --> 0:03:50.600 we sold the CBS was you know, at the next 0:03:50.600 --> 0:03:54.560 generation TV guide meets search engine. That's how you got 0:03:54.560 --> 0:03:59.840 the very beginning of streaming. Uh. And you know, and CBS. 0:04:00.160 --> 0:04:02.360 You know where I really ran was CBS Interactive, which 0:04:02.360 --> 0:04:06.920 had all these different divisions and thirty plus brands across entertainment, sports, news, 0:04:07.080 --> 0:04:09.880 tech gaming. So what I really love to do is 0:04:09.920 --> 0:04:13.880 Internet products. Uh. And you know when When the opportunity 0:04:13.880 --> 0:04:16.719 move to Tinder came up, it's just it's one of 0:04:16.720 --> 0:04:19.360 these iconic brands. It's it's probably one of the most 0:04:19.480 --> 0:04:23.800 iconic brands in Internet history. And the chance to take 0:04:23.839 --> 0:04:27.320 what they had built uh in this space and really 0:04:27.600 --> 0:04:31.040 you know, blow it out over over the next uh, 0:04:31.120 --> 0:04:33.719 you know generation of what that brand could become. I 0:04:33.760 --> 0:04:35.960 just thought it was an incredible opportunity. And in my 0:04:36.080 --> 0:04:39.200 mind it was you know, Tinder had really redefined the 0:04:39.240 --> 0:04:43.159 category of how to meet somebody online. But with that brand, 0:04:43.560 --> 0:04:46.280 like with you know, several internet brands, it starts as 0:04:46.320 --> 0:04:49.360 one thing, but it could become a platform if you 0:04:49.400 --> 0:04:52.480 start to kind of break it apart, uh and and 0:04:52.520 --> 0:04:55.400 think about all the different ways you could take that brand. 0:04:55.600 --> 0:04:58.000 And so that was about a year ago that I joined. 0:04:58.000 --> 0:05:00.480 Now and you know, we can talk about all the 0:05:00.560 --> 0:05:02.919 all the ways we're gonna take it, but about a 0:05:02.920 --> 0:05:05.600 month ago we had you know, I would say, is 0:05:06.000 --> 0:05:09.800 my first major product launched since I joined. One of 0:05:09.800 --> 0:05:12.200 the biggest things that we launched was was video, which 0:05:12.200 --> 0:05:15.360 hadn't existed on the platform before. So Tender members are 0:05:15.400 --> 0:05:19.760 now able to upload videos of themselves, um and show 0:05:19.760 --> 0:05:23.120 off more about themselves express themselves differently. I should say 0:05:23.120 --> 0:05:24.760 at this point that you know, more than half of 0:05:24.760 --> 0:05:27.960 our audience is gen Z So it's very much meeting 0:05:28.000 --> 0:05:30.159 them where they are and how they want to express themselves. 0:05:30.760 --> 0:05:34.239 But we also announced uh what we're calling the Explore tab, 0:05:34.400 --> 0:05:37.400 which is going to be an area of Tinder where 0:05:37.400 --> 0:05:41.320 you could do all kinds of things, uh, from you know, 0:05:41.520 --> 0:05:46.920 from experiencing uh piece of media with another person or 0:05:46.960 --> 0:05:50.160 with groups of people, um, you know, to all these 0:05:50.200 --> 0:05:54.080 different ways now that you can uh discover people within 0:05:54.200 --> 0:05:57.799 tender and um. And so that is is a huge 0:05:57.800 --> 0:06:00.640 new opportunity for us down a more multi dimensional or 0:06:00.720 --> 0:06:05.280 multimedia pathway. And we're just getting started without Okay, now 0:06:05.320 --> 0:06:08.200 I have to ask you the idea of people uploading 0:06:08.360 --> 0:06:12.320 video to Tinder. You must have some content guidelines. Are 0:06:12.360 --> 0:06:15.599 there specific maybe parts of the body that you don't 0:06:15.640 --> 0:06:19.320 want them to do? Yeah? Well, well, look, I mean 0:06:19.600 --> 0:06:24.200 the especially for gen xers and people. You know, we 0:06:24.279 --> 0:06:27.279 kind of came to the tinderbrand a while ago. You know. 0:06:27.480 --> 0:06:29.760 The thing is at this point, Tinder is number one 0:06:29.920 --> 0:06:33.640 in over a hundred and ten countries. Uh. It is 0:06:34.279 --> 0:06:37.840 the number one grossing app in the world for non 0:06:37.880 --> 0:06:42.560 gaming apps, and it's much more than U. You know, 0:06:42.640 --> 0:06:46.200 people upload photos of themselves or videos of themselves now 0:06:46.600 --> 0:06:48.880 in order to help meet the right person. Now we're 0:06:48.880 --> 0:06:52.320 not judgmental about that. Could be that might you know, 0:06:52.360 --> 0:06:54.840 be one date, and it may be getting married. I 0:06:54.880 --> 0:06:57.440 mean there are status that basically show that tinders the 0:06:57.560 --> 0:07:00.440 number one source of marriage in the United States. Uh 0:07:00.480 --> 0:07:03.280 and everything in between. You know, we facilitate that. Well, 0:07:03.320 --> 0:07:06.680 we're great at is the matching right is bringing to 0:07:06.800 --> 0:07:09.840 people together. A lot of cases people who didn't you 0:07:09.840 --> 0:07:12.160 wouldn't have normally met or you wouldn't expect to be 0:07:12.200 --> 0:07:15.760 attracted to um. And so you know, their incentives to 0:07:15.840 --> 0:07:19.480 upload something about themselves that shows them off them rock 0:07:19.520 --> 0:07:22.520 climbing them at a forty niners game, you know, their dog. 0:07:23.400 --> 0:07:26.600 A photo is pretty one dimensional for that. And a 0:07:26.720 --> 0:07:30.680 video again, especially for gen Z, which lives in forms 0:07:30.680 --> 0:07:34.600 of social media entirely in video in a more natural 0:07:34.640 --> 0:07:38.560 way to express themselves. But I have to ask, I mean, 0:07:38.600 --> 0:07:42.160 do you have guidelines there? So one of one of 0:07:42.160 --> 0:07:46.000 our one we have three main product groups. The one 0:07:46.000 --> 0:07:48.920 of those is trust and safety and so on a 0:07:48.960 --> 0:07:55.840 global basis, whether it's fighting spam or fraud um or yes, uh, 0:07:56.000 --> 0:07:59.040 you know, content moderation. Those are all things that we cover. 0:07:59.280 --> 0:08:03.119 It's not just uh images, it could also be somebody 0:08:03.240 --> 0:08:07.040 saying something you don't like. All kinds of AI that's 0:08:07.040 --> 0:08:08.760 in there that alert to you and says, you know, 0:08:08.840 --> 0:08:11.560 did this offend you? Or we actually now and we 0:08:11.640 --> 0:08:14.720 just launched this in uh the first half of the year, 0:08:15.080 --> 0:08:18.520 we have something that intercepts somebody and says are you short, 0:08:19.600 --> 0:08:21.600 like meaning are you sure you want to send that? 0:08:21.800 --> 0:08:25.400 Because we can actually sniff out that it might be offensive. Uh. 0:08:25.600 --> 0:08:29.440 And that's that's purely AI. I mean, that's that part 0:08:29.480 --> 0:08:30.800 of that part of I mean, we have a huge 0:08:30.840 --> 0:08:34.079 team behind it obviously, both on product and on member experience, 0:08:34.120 --> 0:08:37.880 like uh, you know, working with people on that. But um, 0:08:37.920 --> 0:08:40.520 but yeah, look, we there's no company in this space 0:08:40.559 --> 0:08:46.240 that puts more resources or technology or manpower people power 0:08:46.360 --> 0:08:50.760 into moderation. Uh. And you know, in addition to safety 0:08:51.320 --> 0:08:54.000 and so that is part and parcel of how we 0:08:54.200 --> 0:08:55.800 how we do this. It's also one reason why we 0:08:55.920 --> 0:08:59.960 launched in English speaking countries first, because that's where those 0:09:00.000 --> 0:09:02.400 technologies are are the most developed, and then we'll roll 0:09:02.480 --> 0:09:04.400 them out around the world. You know as we go 0:09:04.679 --> 0:09:08.120 or in a hundred and nine countries. That's that's a 0:09:08.280 --> 0:09:12.000 that's a that's a that's a wide footprint print of 0:09:12.080 --> 0:09:16.480 bringing people to model languages to to deal with And 0:09:16.520 --> 0:09:18.920 I know that you know from our conversations, I know 0:09:19.080 --> 0:09:21.560 that in addition, you know, you've added video for for 0:09:21.720 --> 0:09:25.520 people that the people on the site can communicate through 0:09:25.640 --> 0:09:28.640 video now. But I know you have also some ambitions 0:09:28.640 --> 0:09:31.320 in the television era, you have ambitions for video for 0:09:31.400 --> 0:09:35.440 Tinder that are in the you know, beyond the individual 0:09:35.559 --> 0:09:39.480 user video. It's been one of the richest areas for 0:09:39.520 --> 0:09:42.120 innovation for us. And I think something that you know, 0:09:42.400 --> 0:09:44.400 we now have a multi year roadmap ahead of us. 0:09:44.440 --> 0:09:47.080 Some things that we could do. Um you know, look, 0:09:47.160 --> 0:09:48.880 one thing that people want to do is more ways 0:09:48.920 --> 0:09:51.800 to express themselves on on Tinder. Another thing is they 0:09:51.800 --> 0:09:55.199 want more ways to navigate. So rather than just uh 0:09:55.240 --> 0:09:57.680 you know, leaning back and letting us do the matching 0:09:57.720 --> 0:10:00.439 with our algorithms and our product, people want to lean 0:10:00.520 --> 0:10:04.160 forward and actually choose some of the pathways. So uh 0:10:04.200 --> 0:10:06.480 so we're launching many different ways to navigate. So you 0:10:06.480 --> 0:10:09.360 can just look at at thrill seekers or people who 0:10:09.400 --> 0:10:13.400 have pets, and and just navigate that way. But the 0:10:13.440 --> 0:10:17.559 more robust version of this is they want experiences within 0:10:17.679 --> 0:10:21.120 Tender that they can they can participate in as a 0:10:21.120 --> 0:10:23.560 way of meeting people, which really, if you think about it, 0:10:23.679 --> 0:10:26.880 mirrors real life. Right. No matter how you met somebody 0:10:27.160 --> 0:10:29.520 in real life, whether it was at a bar, at school, 0:10:30.280 --> 0:10:32.760 um it you know you then we go do things 0:10:32.800 --> 0:10:34.760 together and this is how you would figure out, you know, 0:10:34.760 --> 0:10:37.520 whether you like somebody or what you had in common. Um, 0:10:37.559 --> 0:10:39.480 those are all things that we can bring to the 0:10:39.760 --> 0:10:43.920 to the app itself, not because we want to compete 0:10:43.920 --> 0:10:47.200 with entertainment. In fact, we want to partner with entertainment 0:10:47.240 --> 0:10:51.040 because our job is not to get attention, to monetize, 0:10:51.120 --> 0:10:53.880 you know, through advertising, or to help you get followers 0:10:54.000 --> 0:10:56.760 or likes. Our our jobs connect you with the right person. 0:10:57.800 --> 0:10:59.360 So there's all kinds of always that we can partner 0:10:59.360 --> 0:11:01.720 with with me of partners to bring that into the app. 0:11:02.520 --> 0:11:05.880 And one thing that we did and this actually predated 0:11:05.920 --> 0:11:08.560 me at first and then we launched it again last October, 0:11:09.360 --> 0:11:14.280 was our own uh episodic essentially television show as you 0:11:14.280 --> 0:11:18.080 and I would think about it, streaming television show within Tender, 0:11:18.720 --> 0:11:22.000 and it was a grand slam in terms of how 0:11:22.000 --> 0:11:27.400 many people participated and what it drove in terms of engagement. Um. So, 0:11:27.920 --> 0:11:31.280 it was called swipe Knight and it was an event, 0:11:31.920 --> 0:11:35.600 multi episodic over several weekends, and it was a choose 0:11:35.640 --> 0:11:38.079 your own adventure television show. You know, the one you 0:11:38.120 --> 0:11:40.439 would that should come to mind for you is is 0:11:40.480 --> 0:11:44.720 you know the Bandersnatch episode of Black Mirror right where 0:11:44.720 --> 0:11:48.199 it was their choose your own Adventure attempt at Netflix. 0:11:49.679 --> 0:11:51.960 Swite Knight was that within Tender, except it was it 0:11:52.000 --> 0:11:54.839 was actually interactive physically, like with your finger. You were 0:11:54.840 --> 0:11:58.560 swiping through and you were choosing in the show what 0:11:58.640 --> 0:12:02.360 would happen next? So you know, does somebody go downstairs? 0:12:02.880 --> 0:12:06.920 You know, does somebody Actually? Rico Nasty was actually in 0:12:06.960 --> 0:12:10.280 it driving. It was an end of the world theme. 0:12:10.400 --> 0:12:12.559 There was a kind of like this is the end 0:12:12.920 --> 0:12:15.880 with Seth Rogan, but uh, you know, the world is 0:12:15.960 --> 0:12:18.120 kind of ending and you could get into time for 0:12:18.240 --> 0:12:21.280 last year I'm guessing exactly. You can get in the 0:12:21.320 --> 0:12:23.520 car threeco Nasty and go one way. You could save 0:12:23.559 --> 0:12:25.480 the dog, you know, They're all these different things you 0:12:25.480 --> 0:12:28.160 could do, and at the end you would be dropped 0:12:28.160 --> 0:12:31.200 into you, you would be massed with people who had 0:12:31.240 --> 0:12:33.840 the same outcomes that you did and had made the 0:12:33.880 --> 0:12:36.720 same decisions that you did. Uh. And it drove a 0:12:37.640 --> 0:12:42.200 increase in messages between people and matches. And we just 0:12:42.240 --> 0:12:45.480 won four Grand pre Awards at can Lions just for 0:12:45.559 --> 0:12:50.199 that first attempt. So what we're announcing now here, this 0:12:50.320 --> 0:12:52.440 is the first time I'm talking about, is we'll have 0:12:52.840 --> 0:12:56.240 We'll have season two of Swipe Night in the fall. Um. 0:12:56.280 --> 0:12:59.480 It's gonna have a really interesting theme and be even 0:12:59.520 --> 0:13:01.800 more in active with some of the products that we've 0:13:01.840 --> 0:13:05.960 recently launched embedded into it. But would you ever just 0:13:06.000 --> 0:13:10.600 do a flat out Tinder branded dating show or reality show? 0:13:12.280 --> 0:13:13.880 I don't use to break on that, but I would 0:13:13.920 --> 0:13:18.280 say you never know. But actually, in a serious, um 0:13:18.600 --> 0:13:21.240 sort of serious way, could there could there be Well, 0:13:21.280 --> 0:13:23.600 certainly there could be a downside to something like that, 0:13:23.640 --> 0:13:26.880 But at this point with an established brand, is that 0:13:27.040 --> 0:13:29.720 since it seems like such a natural, I gotta believe 0:13:29.760 --> 0:13:32.960 that they're somebody along the way has said, maybe that's 0:13:32.960 --> 0:13:34.959 not right for this brand? Is there? You know? Because 0:13:35.200 --> 0:13:37.240 people tend to think of TV is the end all 0:13:37.320 --> 0:13:41.280 and be all, but maybe not. We were approached weekly 0:13:42.520 --> 0:13:45.240 on this for for the Tinder brand. So yeah, I 0:13:45.280 --> 0:13:47.959 think um to your point. I mean, I think it's 0:13:47.960 --> 0:13:50.720 an iconic brand. It definitely has some edge, and it 0:13:50.800 --> 0:13:54.040 also is the number one way people meet for relationships, uh, 0:13:54.240 --> 0:13:59.440 you know, in in over a hundred countries. So so 0:13:59.480 --> 0:14:01.640 I think that's why they're coming our way. And you know, 0:14:01.679 --> 0:14:03.840 I think I learned a long time ago you also 0:14:03.840 --> 0:14:05.800 have to be careful you partner with and not to 0:14:05.880 --> 0:14:08.280 just say yes to everything. I think if we go 0:14:08.320 --> 0:14:11.319 down that pathway, it'll have to be something pretty special. 0:14:11.960 --> 0:14:14.720 It's interesting though, because again, you're you're at a company, 0:14:14.720 --> 0:14:17.480 at a at a place in its history where you 0:14:17.520 --> 0:14:20.760 know a startup would be dying for any kind of exposure, 0:14:20.800 --> 0:14:24.200 but you don't. You don't need that exposure. So it 0:14:24.320 --> 0:14:29.200 is an interesting and just the technology leap, you know, 0:14:29.240 --> 0:14:33.680 moves ahead, leaps and bounds. You can look at media, 0:14:34.320 --> 0:14:38.040 you know how media can help Tinder in very creative 0:14:38.040 --> 0:14:41.000 ways that don't have to fit into the box of 0:14:41.040 --> 0:14:43.720 a half hour show or an hour long show. That 0:14:43.800 --> 0:14:45.880 must be kind of exciting, especially since you have the 0:14:45.920 --> 0:14:49.240 background to really know what's you know, what's possible at 0:14:49.320 --> 0:14:52.920 the high end of production versus what the cutting edge 0:14:52.960 --> 0:14:56.400 tools you have to work with. Yeah, and it was 0:14:56.480 --> 0:14:58.720 again part of what attracted me to the company. And 0:14:58.920 --> 0:15:00.920 I think once you have a mentioned at this level 0:15:00.920 --> 0:15:04.000 in a brand that that that's this good, there's just 0:15:04.040 --> 0:15:06.280 so much history has proven there's so much you can 0:15:06.280 --> 0:15:09.480 do with a brand like that online. So you know, again, 0:15:09.600 --> 0:15:11.960 we're we're just getting started in many ways. And by 0:15:11.960 --> 0:15:15.800 the way, I mean, we're still just coming out of COVID. Uh. 0:15:16.160 --> 0:15:18.880 You know, I started here a year ago. I still 0:15:18.880 --> 0:15:21.040 have not had a full work day in the office. 0:15:21.440 --> 0:15:24.840 It has still been all over zoom. So we're we're 0:15:25.080 --> 0:15:27.640 we're cranking relative to to all that. But um, but 0:15:27.680 --> 0:15:29.960 there's a lot more to come, especially in this this 0:15:30.040 --> 0:15:33.040 notion of of multimedia and kind of you know what 0:15:33.040 --> 0:15:36.280 what we internally we have called tender three D just 0:15:36.320 --> 0:15:39.160 a much more multi dimensional version of tender to which 0:15:39.280 --> 0:15:42.480 also allow people to express themselves, you know that way. 0:15:43.440 --> 0:15:45.960 What is the basic kind of ballpark figure for your 0:15:46.320 --> 0:15:50.400 platform the number of you know, monthly or annual users 0:15:50.440 --> 0:15:55.360 that you have. Uh, they don't historically give the you 0:15:55.360 --> 0:15:57.680 know what we think of his dow ur now and 0:15:57.680 --> 0:16:02.440 and uh and on on line consumer Internet so men, 0:16:02.560 --> 0:16:04.840 monthly active users and things like that. Those are all 0:16:04.840 --> 0:16:09.360 private numbers, and we're but um, you know, we have 0:16:09.480 --> 0:16:13.680 over seven million subscribers who are you know, very similar 0:16:13.720 --> 0:16:17.560 again to my background the streaming industry. It's a freemium product. 0:16:17.720 --> 0:16:19.280 A lot of people use it for free, a certain 0:16:19.360 --> 0:16:23.720 number of people pay for extra features and extra access. Uh. 0:16:23.760 --> 0:16:27.760 And but we we have some incredible broad stats like, 0:16:27.840 --> 0:16:32.160 for example, the majority of of days last year each 0:16:32.200 --> 0:16:36.000 had over three billion swipes per day. We had our 0:16:36.040 --> 0:16:38.480 first three billion swipe day in March of last year, 0:16:38.480 --> 0:16:40.320 and then we had over a hundred and twenty more 0:16:40.400 --> 0:16:43.680 during the year, over three point five billion. We tender 0:16:43.760 --> 0:16:46.840 has had over five trillion swipes since inception in two 0:16:46.880 --> 0:16:50.560 thousand twelve. Uh, it's pretty huge. We've had over sixty 0:16:50.560 --> 0:16:57.520 five billion matches of people. Uh. And yeah, again, I 0:16:57.520 --> 0:16:59.720 think sometimes the one that blows people away as tenders 0:16:59.720 --> 0:17:04.280 than umber one grossing uh, non gaming. But you know, 0:17:04.359 --> 0:17:06.680 that's how they kind of break out the category app 0:17:06.720 --> 0:17:10.159 in the world. So it's if you think about it, 0:17:10.560 --> 0:17:14.600 above food and shelter, you know, human connection and bring 0:17:14.600 --> 0:17:19.440 people together relationships is probably the next level thing on uh, 0:17:19.600 --> 0:17:22.639 you know, and and and human needs and and so 0:17:22.920 --> 0:17:25.560 you know, that's why I just think it's it's so 0:17:25.640 --> 0:17:27.960 big and why people pay a lot of attention to 0:17:28.000 --> 0:17:31.960 it as a category outside of the subscription fees. What 0:17:31.960 --> 0:17:34.679 what drives that revenue was a partnership because you have 0:17:34.720 --> 0:17:38.840 a traditional advertising. We do have a little bit of advertising, 0:17:39.440 --> 0:17:44.080 not a huge amount on the free products UM the 0:17:44.080 --> 0:17:46.800 the way and so the subscription product, which again is 0:17:46.800 --> 0:17:50.639 global UM. There are three levels of it again something 0:17:50.680 --> 0:17:54.359 you might you're familiar with from from OTT services UM 0:17:54.440 --> 0:17:56.200 and then are the only rest of and that's the 0:17:56.280 --> 0:17:59.040 vast majority of our revenue. The rest of it is 0:17:59.040 --> 0:18:04.320 is people paying for individual activities UM to be able 0:18:04.400 --> 0:18:07.840 to see more in the service or be promoted ahead 0:18:07.840 --> 0:18:10.160 of other people in line kind of you know, within 0:18:10.160 --> 0:18:13.000 the service, and you can pay individually for that. And 0:18:13.040 --> 0:18:15.720 that differs by regions. You'll see more of that in Asia, 0:18:15.800 --> 0:18:19.800 which is our number one growth area right now. UM 0:18:19.920 --> 0:18:23.640 and uh, you know versus the subscription service in more 0:18:23.680 --> 0:18:27.919 mature markets. UM. But it's actually a pretty simple revenue model. 0:18:28.000 --> 0:18:30.399 And and that's why you know the methods of growth, 0:18:30.440 --> 0:18:33.840 which is always the mission statement really for any CEO 0:18:34.040 --> 0:18:37.080 is growth at the end of the day, um, you know, 0:18:37.160 --> 0:18:43.040 happens on delivering a better consumer experience. Do you see 0:18:43.119 --> 0:18:46.520 any more like you know, kind of more mass marketing 0:18:46.600 --> 0:18:51.200 or even more even more of an image campaign or 0:18:51.240 --> 0:18:54.080 a brand messaging campaign. Have you do you feel like 0:18:54.160 --> 0:18:56.760 the brand is at that stage or do you like 0:18:57.000 --> 0:18:59.480 being still more of a word of mouth than a 0:18:59.720 --> 0:19:04.040 you know, internet traction type of Yeah, it's hard to 0:19:04.080 --> 0:19:07.800 see Tinder being a classic uh you know, like a 0:19:07.840 --> 0:19:12.280 super Bowl ad kind of a marketer, right. Um. And 0:19:12.320 --> 0:19:15.480 that said, you know, we already are really good partners 0:19:15.480 --> 0:19:18.200 with TikTok and Snap and Instagram and others and as 0:19:18.240 --> 0:19:21.400 you know, YouTube and as you know, that's that's every 0:19:21.440 --> 0:19:24.400 bit as important now, especially for the generation that we're targeting. 0:19:25.000 --> 0:19:27.080 So I think there's a lot of ways that we 0:19:27.080 --> 0:19:29.199 can be creative, and you know, we already are with 0:19:29.280 --> 0:19:31.399 things like the Love Island partnership and smother things that 0:19:31.400 --> 0:19:35.320 we've done. Um, but but it will be interesting to 0:19:35.320 --> 0:19:37.000 see like the different ways that you can take the 0:19:37.000 --> 0:19:39.359 Tinder brand if you start to play offense, which I 0:19:39.440 --> 0:19:45.879 intend to. Don't even think about swiping again. We'll be 0:19:46.040 --> 0:19:49.440 right back with more from Tinder CEO Jim land Zone 0:19:56.720 --> 0:20:01.399 and we're back with Tinder CEO Jim land Zone. Tinder is, 0:20:01.440 --> 0:20:04.400 as I understand, found the cornerstone of a large publicly 0:20:04.520 --> 0:20:07.680 traded digital company called Match Group. Can you talk about 0:20:07.680 --> 0:20:12.400 sort of how the ecosystem there and how Tinder fits in. Yeah, 0:20:12.720 --> 0:20:15.520 for sure. So and this goes back to my roots too, 0:20:15.560 --> 0:20:19.080 because a long time ago I ran asked jeeves mass 0:20:19.119 --> 0:20:21.800 dot Com within i C, which Barry Diller ran, So 0:20:22.359 --> 0:20:26.520 I worked for Barry for three years. UM, and I see, 0:20:26.600 --> 0:20:30.399 as you know, you know, spins companies out, so they 0:20:30.400 --> 0:20:34.480 owned Expedia. It's spun out Ticketmaster. Uh. And one of 0:20:34.480 --> 0:20:37.280 them was mass Group, which was bought by i C 0:20:37.440 --> 0:20:39.480 years ago and incubated over a long period of time, 0:20:40.320 --> 0:20:43.399 became its own public company about six years ago, and 0:20:43.480 --> 0:20:46.240 Match Group is now a forty five billion dollar market 0:20:46.240 --> 0:20:51.919 cap conglomerate essentially of mostly dating apps, um, with Tinder 0:20:52.000 --> 0:20:55.200 being the largest. They owned others like match dot Com, 0:20:55.200 --> 0:20:57.840 which was the original, but also Hinge, which is a 0:20:57.920 --> 0:21:01.600 really up and coming brand which is great in the space. 0:21:02.320 --> 0:21:04.680 Plenty of fish okay cupids, so those are all under 0:21:04.760 --> 0:21:07.840 one roof. We also own ones in Japan and Europe 0:21:07.840 --> 0:21:10.680 and other places. One of the most interesting things is 0:21:11.040 --> 0:21:13.439 that uh, you know, match Group is now starting to 0:21:13.480 --> 0:21:16.119 branch out beyond what you would think of as dating. 0:21:16.200 --> 0:21:19.400 So we just uh, you know, a couple of months 0:21:19.440 --> 0:21:22.320 ago closed on a deal called for a coming called 0:21:22.359 --> 0:21:25.480 hyper Connect, almost two billion dollars that we spend that company. 0:21:25.520 --> 0:21:29.040 They're based in Soul, South Korea, and they're very deep 0:21:29.080 --> 0:21:35.199 into video live streaming, so between individuals or someone's you know, 0:21:35.240 --> 0:21:40.080 broadcasting out themselves with products called Azar and Hakuna, which 0:21:40.080 --> 0:21:42.280 you probably haven't heard of, but they're they're huge in 0:21:42.280 --> 0:21:45.600 in in Asia and the Middle East. And so that's 0:21:45.600 --> 0:21:48.680 more what we call social discovery where you're you're which 0:21:48.720 --> 0:21:52.480 is another trend among gen z of just meeting people digitally, 0:21:53.000 --> 0:21:56.600 and that really really became a much bigger thing during COVID, 0:21:56.600 --> 0:22:00.080 where people were stuck at home, they were lonely, and 0:22:00.320 --> 0:22:03.680 just meeting people platonically online became a much bigger thing 0:22:04.520 --> 0:22:07.760 again for Tinder. That's never gonna be our objective to Tinder. 0:22:07.800 --> 0:22:10.000 It's about meeting people with the spark with the hope 0:22:10.000 --> 0:22:12.760 of something more um but we are seeing a lot 0:22:12.800 --> 0:22:17.920 of these apps again developing a new foothold with consumers 0:22:17.960 --> 0:22:20.360 down this pathway of social discovery. And I think that's 0:22:20.400 --> 0:22:23.240 a uh something that match group itself is leaning too 0:22:23.280 --> 0:22:27.280 strongly to your point about you know there's food shelter 0:22:27.960 --> 0:22:30.800 and you know, somebody to watch the baseball game with 0:22:30.920 --> 0:22:34.800 at night. Um. Clearly, if if there's a billion dollar 0:22:34.840 --> 0:22:39.920 market cap out there and then somebody wants to connect online, Um, 0:22:40.040 --> 0:22:42.840 do you see you know, bringing in that a company 0:22:42.840 --> 0:22:46.399 with live with good live streaming technology. Do you see 0:22:46.800 --> 0:22:49.840 some element of that potentially being added to Tinder down 0:22:49.840 --> 0:22:51.320 the run. Yeah, I mean I think that's one of 0:22:51.359 --> 0:22:53.840 the best things about the hyper Connect deal, is it? Really? 0:22:54.600 --> 0:22:58.760 You know, if you run consumer internet products, the one 0:22:58.840 --> 0:23:04.320 thing that's always a bottleneck is just your your resources 0:23:04.480 --> 0:23:07.040 and and to to build new things. It's it was true, 0:23:07.040 --> 0:23:09.639 it's CBS all Access. It's true for me a Tinder. 0:23:09.720 --> 0:23:12.160 It's I hear people of Google and Amazon complaining about 0:23:12.240 --> 0:23:16.280 not having enough resources sometimes and uh and the hyper 0:23:16.280 --> 0:23:20.600 Connect team is beyond world class with many different technologies. 0:23:20.600 --> 0:23:23.480 Streaming is one of them, VR and a R is 0:23:23.560 --> 0:23:27.920 one of them. They have a great avatar platform. There's 0:23:27.920 --> 0:23:29.280 a lot of things that we're gonna be able to 0:23:29.320 --> 0:23:31.960