Global dating app Tinder has scrapped international release plans for its original, in-app streaming series “Swipe Night,” the company told Variety exclusively. The decision comes on the heels of advice it gave users about meeting potential love interests in person, as coronavirus continues to spread worldwide.
The tech company has paused the release out of sensitivity for its global audience, given the show’s plot revolves around the end of the world.
“We’ve decided not to launch the ‘Swipe Night’ series around the world this weekend. We were excited to bring this innovation to our members outside of the U.S., but given the series’ apocalyptic theme, and because we are sensitive to the current events our members are experiencing, we felt it would be difficult to launch it in the right spirit,” a company spokesperson said.
The series follows a group of friends who learn of an asteroid set to imminently collide with earth. Tinder users can “swipe” to make a series of decisions that influence the plot. The domestic release was successful as both a content play, and a vehicle to create more matches on the service, Variety previously reported.
The four-episode, first-person adventure clocked millions of viewers, according to Tinder, and increased user matches by 26% and overall conversation on the app by 12%. A second season has been ordered under director Karena Evans, and is expected to hit the app this summer. Half of Tinder’s users are 18-25 years old, the company estimated. Total users amount to 50 million, according to reports.
In addition to pulling “Swipe Night,” Tinder sent out guidelines to its users about taking precautions against coronavirus if their matches become real-life meetups.
“Tinder is a great place to meet new people. While we want you to continue to have fun, protecting yourself from the coronavirus is more important,” reads a user prompt uploaded to the app last week. Tinder also provided a direct link dedicated to coronavirus on the World Health Organization’s website.