Tidal’s latest tactic to drive subscriptions is original video content, with the announcement of a pair of shows that will be exclusive to Jay-Z’s streaming service.
No Small Talk is a stand-up comedy series, with its first five episodes due to debut on Tidal on 3 November, and more coming at weekly intervals. Meanwhile, Tidal has also acquired the second series of YouTube drama Money & Violence, although that deal only includes a week’s exclusivity on new episodes before they go live on YouTube, according to The Hollywood Reporter.
Tidal’s move follows Spotify’s expansion to native video content earlier this year, including some original shows. Both strategies can be compared to Netflix’s investment in original content, albeit with an emphasis on shortform shows rather than TV-length House of Cards type series.
While Spotify’s originals are part of its free, ad-supported service, Tidal’s are necessarily (given its lack of a free tier) about bolstering the appeal of its subscription.