Streaming services like Netflix and Hulu have revolutionized in-home entertainment, but one commonly cited complaint is that the process of searching through content on those platforms is just too time-consuming.
This perception isn’t inaccurate: one recent study found that Netflix users spend more than twice as much time browsing before choosing a program to watch than cable TV users do.
Fortunately, Richmond resident Nick Molter is on a quest to solve the problem. In March, he developed and launched Dinggo, a mobile and web-based app that helps users quickly filter through streamable content to find exactly what they're in the mood to watch.
While other apps exist to help users search through recommended content, Dinggo functions differently. Rather than simply providing a search bar tool, its interface closely resembles popular dating apps like Tinder.
Users who download Dinggo begin by indicating which streaming services they subscribe to and choosing the genres they're interested in. Instead of being directed to a seemingly endless list of options, users are able to view possible matches one at a time. Interested in a movie? Swipe right. Not interested? Swipe left.
Dinggo is designed to showcase movie covers during browsing, but more details for each title can easily be accessed – including the film’s description, actors and directors, IMDb rating and trailer – by clicking a button.
Whenever the user swipes right on a movie, it is saved to the app’s “likes bin” so that a final selection can easily be made at the end of the browsing session.
Molter came up with the concept for Dinggo after spending countless nights struggling to narrow down movies that appealed to him and his fiancée. That challenge inspired him to build a feature into the app designed specifically to make it easier for two or more people to choose content together.
"You can create a group or multiple groups, so if you're watching TV with your family, everyone can swipe through the content on their own phones," Molter explained.
When used by multiple people, the titles selected by each user are saved and added to a joint bin that everyone can access. The bin can quickly identify movies selected by more than one person in the group.
"From an analytical standpoint, Amazon and Netflix do a really good job with the recommendations feature, but from a practical standpoint, nobody really likes it."
While Dinggo was released less than two months ago, it already has more than 100 user reviews and a nearly 5-star rating. The app can be downloaded for free on the Apple store or Google Play, and a web-based version is also available.
Molter emphasizes that while there are other companies competing in his space, Dinggo’s unique approach remains unrivaled.
"From an analytical standpoint, Amazon and Netflix do a really good job with the recommendations feature, but from a practical standpoint, nobody really likes it," Molter said.
Though Dinggo is still in an early startup phase, Molter already has goals in mind for its future. He wants to add additional streaming services to the app, and he’s developing a feature to allow content to be filtered by more specific criteria, such as maturity rating and year range.
So far, Molter has bootstrapped the startup with his own savings, but he hopes to enter into the pitching and investment phase next.
"We'd like to try to get funding to incorporate new features," Molter said. "Hopefully, down the road, we can even create partnerships with some of the streaming services to help everyone out even more."
