Bumble partners with Netflix to help users connect over their favorite films and TV shows

’Find the date you’ve been watching for,’ is a digital out-of-home campaign from Bumble and Netflix that highlights a new in-app game that is designed to help daters strike up fun conversations with their matches over shared interests in movies and TV shows. Billboards were revealed today in New York, Los Angeles, Chicago and Miami, while other assets will go live in the UK next week.

Launching January 30 and running until March 13, ‘Netflix Nights In’ is a weekly question game for Bumble users in the US, Canada and the UK. The game requires that both players answer a question about some of Netflix’s biggest shows before their responses are revealed to each other.

Every Monday, a Netflix star, like Emily in Paris’ Ashley Park, Alexa Lemieux of Love is Blind, or Selling Sunset’s Amanza Smith, will ask users a new question about the streaming platform’s most popular shows, such as Stranger Things, Squid Game, Outer Banks and others.

According to Bumble officials, the percentage of good chats is higher when the question game is played. “What we watch says a lot about who we are, and this campaign is an exciting way for our community to connect over Netflix’s breadth of genres and titles. Our recent survey found that 72% of respondents have talked about TV and movies on a date, so we know this category is one our members enjoy discussing on their dating journey,” Olivia Yu, Bumble’s global vice-president of partnerships, said in a statement.

“We look forward to bringing people together to celebrate their Netflix knowledge and help them find the date they’ve been watching for.”

Much like being well-traveled or well-read can lead to great conversation, so can being well-watched. According to Netflix, members watch an average of six different genres a month – and a recent Bumble survey also found that 78% of respondents find it easier to talk to matches when they have the same taste in TV and film. Meanwhile, 59% of gen Z respondents report that matches become more appealing when they like the same TV shows and movies.

“When getting to know someone, it’s human nature to try and find common interests. It gives you something to bond over and go beyond surface-level conversation,” Magno Herran, vice president of marketing partnerships at Netflix, said in a statement.

“With this partnership, we wanted to give people a way to find someone who gets them based on what they watch while leaning into ‘if you know, you know’ Netflix references that have helped to spark many conversations.”

The campaign was co-created by Bumble's in-house team and the Netflix Marketing Partnership team.

For more, sign up for The Drum’s daily US newsletter here.