THE DRUM – May 12 – When the pandemic hit, many questioned how dating apps could survive. But love in the time of coronavirus is ablaze through video calls. In 2019 the number of dating app users in the U.S. was 25M and Match Group posted revenues of $2.05B. Tinder alone pulled in $1.2B in revenue in 2019; up 43% YOY. Last week, Tinder announced plans to add video dating in Q2. Bumble introduced video calls last year, while Hinge launched 'Date From Home' video feature at the start of lockdown in March. "During social isolation, everyone has had to adapt," explains Naomi Walkland, associate director for EMEA marketing at Bumble. "We have seen users spending more time speaking to each other, with call durations averaging at 21 minutes." After introducing the 'Date from Home', Hinge experienced a 30% increase in messages in March (compared to January and February). Dating apps have admitted their ad spend has been largely unaffected. They have found they are able to buy on platforms that would have been out of their reach just months ago.
