• by Colin Kirkland , February 21, 2024

Pinterest has announced its first streaming show, which will further expand its roster of video content partnerships and explore in-app shopping capabilities. “Deliciously Entertaining,” developed and produced in partnership with food, travel and design-focused media company Tastemade, will premiere Friday and offer a shoppable experience in the image-sharing app.

The 10-part cooking and lifestyle series will be hosted by cookbook author Danni Rose and will feature internet personalities like Lance Bass, Trixie Mattel, Terrell Grice, Maurice Harris and Joy Cho.

Each 22-minute long episode will be available for purchase on both Pinterest and Tastemade. 

In addition, “viewers can scan an on-screen QR code which links to a Pinterest board housing shoppable Pins to recreate elements of the show at home, all of the series’ recipes, DIY tutorials and more inspirational Pins connected to the episode theme,” the social network said in a blog post. 

Pinterest, which beat expectations for earnings and revenue in Q3 with an increase in advertisers and Gen Z users, is using its momentum to evolve through exclusive video content partnerships.

Over the past year, Pinterest -- which is serving over a billion video views per day -- has announced video content partnerships with lifestyle publishers like Condé Nast and Dotdash Meredith.

The company has also expanded its collaborations with Tastemade and has joined forces with The Louvre to display an in-app gallery experience.

The platform’s push toward video is reminiscent of X’s recent plan to become a “video-first” platform, announcing exclusive content deals with a variety of talk-show hosts and newscasters, including Tucker Carlson, Tulsi Gabbard and Dan Lemon, who will all launch shows on the microblogging app previously known as Twitter. 

Part of Pinterest’s deal with Tastemade, however, involves a focus on livestream shopping.

Like TikTok, YouTube and Instagram, Pinterest is strategizing ways to use original content to generate more revenue for both the company and its creators.