COVERING COMPANIES - Nov 16 - In Q3, Match Group posted 88% revenue growth for its non-Tinder dating apps, including Hinge, Pairs, BLK, Chispa, and Hawaya. Hinge also reported an 82% YOY surge in app downloads. Launched in 2012, the same year as Tinder, Hinge branded itself as the anti-Tinder app. Match acquired the startup in 2019. "Match's acquisition was driven by the need to retain users who were looking to move past Tinder's hookup culture, said Mark Brooks, a marketing consultant to online dating companies through his marketing agency Courtland Brooks. "Tinder is a game. What they intend to do with Tinder is soak up as many people as possible," said Brooks. "And then what they intend to do with Hinge is graduate people from Tinder to Hinge." In Q3, Hinge launched paid features: virtual roses, akin to Tinder's Super Like, and writing prompts called Standout to spur conversations between daters. Lauren Cassel, Morgan Stanley's analyst, estimated that Hinge would have 8M subscribers in 2030, contributing $2.8B in revenue compared to the current $60M.
by Harini Chakrapani
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