FAST COMPANY - Smaller dating apps like HER, Feeld, and Happn are gaining traction by serving niche communities and offering alternatives to major apps like Bumble and Hinge. "They're not designed to be first-tier," says Eric Resnick, an online dating coach. "They're just designed to serve their niche really well." HER, targeting queer women and nonbinary individuals, boasts 15M users and is experiencing what founder Robyn Exton calls a "sapphic renaissance." Match Group operates community-based apps such as Archer, BLK, Chispa, and Upward. Happn, a French app, connects users who frequent the same locations, appealing to those tired of endless swiping. Feeld, popular among nonmonogamous users, allows users to list intimacy preferences and has seen significant growth among Gen Z.
5 posts categorized "Upward"
Niche Dating Apps Gain Popularity, Offering Fresh Alternatives to Hinge and Bumble
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Match Group's "Are You Sure?" Feature to Expand to Millions of Users Across Match, Stir, OurTime & More
PR NEWSWIRE - Match Group is introducing its anti-harassment feature "Are You Sure?" (AYS?) to users across several platforms, including Match, Stir, OurTime, BLK, Chispa, and Upward, with Hinge planning to adopt it next year. Initially launched on Tinder in 2021 and later on Plenty of Fish and Meetic, AYS? has prevented ~500M potentially problematic or harassing messages by prompting users to reconsider their words before sending. The feature, which uses automated tools to flag potentially harmful language, has led to an 84% decrease in triggering on Plenty of Fish, showing its effectiveness in changing user behavior. The feature is available in 18 languages and is part of Match Group's efforts, including an upcoming "Respect Before Swiping" campaign, to promote respectful interactions and boundaries on its platforms.
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Upward Dating App Debuts Sermon Series
PR NEWSWIRE - May 18 - Today, Upward, the newest dating app from Match Group for young Christian singles, officially launched their Sermon Series on the Upward Blog. Upward has collaborated with notable pastors from across the country to produce exclusive sermons on hot button subject matters that Gen Z & Millennial Christians face in today's world. Upward's Sermon Series are now available to users and non-users alike via the Upward Blog. Upward is the number one downloaded Christian dating app in the U.S. for Christian singles in 2020.
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New Brands Hinge and BLK to Steal Swipes From Rival Bumble
TIMES SQUARE INVESTMENT JOURNAL - Dec 17 - Acquired by Match Group in 2018, Hinge reported ~88% increase in revenue YOY in the Q3, along with niche apps like BLK and Chispa that match people based on their cultural backgrounds. In comparison, Tinder grew its revenue by 15%. Hinge brands itself as the anti-Tinder by appealing to daters suffering from swiping fatigue. Hinge's user base has grown from ~35K subscriptions before Match acquired it to 400K subscribers this year. It is estimated it will have ~8M subscribers in 2030 and $2.8B in revenue compared to $60M in 2020. Amid Hinge's boom, Tinder's slowdown indicates it has grown as big as it can. Match needs a different strategy to remain competitive. "The only way now that it can grow is by taking a more niche-oriented route," said Mark Brooks, who consults with online-dating companies on marketing strategies through his agency, Courtland Brooks. Bumble's growing popularity is a threat. With ~100M users globally, Bumble is going public next year, seeking a valuation of $6B. "Bumble is brilliant because what they've done is soaked up the most in-demand women," said Brooks. "The in-demand woman on a Match platform is going to get inundated." Match planned to acquire Bumble for $450M in 2017, but Bumble rejected the offer. Match acquired Hinge instead. It also launched niche dating apps including BLK and Chispa for the Black and Latino communities. "Match has always had a hard time with niches," said Brooks. "They like large scalable dating platforms." Besides BLK and Chispa, Match recently launched other community-based apps in the U.S., including Upward for Christians and acquired marriage-minded service Hawaya for Muslims.
by Harini Chakrapani
See full article at Times Square Investment Journal
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Match Group Q3 Earning Call Highlights
OPW - Nov 6 - Yesterday, the Match Group announced Q3 financial results. Revenue was up 18% YOY ($640M). Operating income was $200M, up 14% YOY.
- Average Match Group subscribers reached 10.8M, up 12% YOY. North American average subscribers grew 9% YOY, and international subscribers grew 16%.
- Tinder's average subscribers increased a little over 900K YOY, 16% growth.
- Tinder's developed markets are performing well, but in India and parts of Latin America and Southeast Asia, the virus is still impacting Tinder users.
- 23% YOY direct revenue growth at the non-Tinder brands in Q3. These brands added ~275K average subscribers YOY.
- Solid live streaming revenue growth at Plenty of Fish.
- Newer brands like Chispa and BLK are contributing significant revenue growth. Hinge has been the standout this year, with 82% year-to-date growth in downloads and outstanding progress on monetization. Collectively, these new and emerging brands, including Pairs, grew 88% in the Q3.
- For Q4, Match Group expects total revenue of $640M to $650M, which would represent 17% to 19% YOY growth.
- Hinge monetization efforts made this year have worked (launch of Standouts and Roses - similar to Super Like on Tinder)
- Tinder Platinum is being tested in 10 markets, plans to roll it globally by the end of the year.
- Match Group launched a new brand Upward which is targeted to the Christian community in the U.S.
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