NEW YORK TIMES – Match Group said it would no longer give money to groups representing Republican and Democratic attorneys general. Match Group has been among the most vocal companies in responding to the Supreme Court's ruling, which ended nearly 50 years of federal abortion rights. The company said it would cover abortion-related travel for its employees, and its former CEO Shar Dubey announced a fund in September supporting abortion access in partnership with Planned Parenthood Los Angeles.
Month: July 2022
App Market 2022 Q2 Downloads Will Reach 34B
CALIFORNIA18 – The latest insights from data.ai show that in the Q2 of 2022, global users will spend $33B on mobile apps; iOS users will increase their user spending by 4% YOY to $22B, while Android users' user spending will remain unchanged from $11B in the Q1 of 2022. A notable new product in the consumer spending charts is Bumble. In December, Bumble became one of only 15 non-gaming apps to reach $1B in lifetime global revenue.
Venntro Media Group Launches Their New Affiliate Program
PRESS RELEASE – Venntro.com, the company behind thousands of online communities and dating sites around the world, has launched DatingProfits.com, its brand new affiliate program offering CPL and CPA deals for its in-house brands. Affiliates can earn up to $15 per lead for the traffic they send to the dating offers within the program.
This post also appears on InternetDatingAffiliates
The Pricing Puzzle of Dating Apps
A MEDIUM FOR MEDIA – How companies make money off dating apps that are ‘designed to be deleted’. Some elite apps like Raya and Lox Club work on memberships. Market leaders Tinder, Hinge and Bumble operate on a “freemium” model. A paying customer is statistically more likely to find a successful match and, as such, has no need for the product anymore. Freemium pricing hooks customers, then lures them to top-ups and premium features. ARPU for dating apps has been steadily increasing, but paying customers represent less than 10% of the total for Tinder (and are below 5% for Hinge and Bumble). Advertising revenues account for a very small portion of revenue. i.e. 3% of revenue for Bumble. Hinge has done away with advertising altogether. Innovative monetization modes include
a. Offerwalls – Users complete virtual tasks for tokens that act as a proxy to premium services.
b. Data Swaps – Virtual tokens used to unlock features in exchange for permissions to sell data to third-parties.
c. Unlocking individual matches – e.g. shaadi.com users create profiles for free, but Shaadi charge them on successful matches.
by Zarir Marfatia
See full article at A Medium for Media
Mark Brooks: How do you think dating apps should monetize in the future? Please join the conversation on this topic, on this Swell. Your opinion matters. Please voice it here. 😉
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OPW – We're dedicated to providing executive summaries on the news you can use, to get smarter, and make better decisions.
Swell Conversations – a New Way to Interact With OPW Readers
OPW – We’re trying an experiment. I’d like to invite you to talk, actually voice your opinions with fellow OPW readers and Internet Dating Excellence Association members. From time to time, when we see news worth having a conversation around I’ll post a Swell for you to join our conversation. Your opinion matters. Please voice it. I’d love to hear from you.
Case in point, yesterday there was a post on OPW refuting the science of compatibility and matchmaking. See OPW summary here. The article was in Wired, and was very thought-provoking. I’d really love to discuss this with you. So, I posted a Swell. If you’d like to join the conversation, you can download Swell here, and then please join the conversation here regarding the science of matching.
Muzz Celebrated Its New Brand in London and New York
OPW – Muzz (formerly Muzmatch) celebrates the launch of its new name in London and New York. The Muslim dating app lost the right to use its name following the legal battle with MatchGroup and was renamed Muzz.
People Are Dating All Wrong, According to Data Science
WIRED – The billionaire investor Warren Buffett refers to marriage as "the most important decision that you make." And yet people have rarely turned to science for help. Truth be told, science has had little help to offer. A few years ago, a young scientist Samantha Joel was interested in what predicts successful relationships. She teamed up with 85 of the world's most renowned scientists, combined data from 43 studies, mined hundreds of variables, and utilized state-of-the-art machine learning models. Her number one lesson was "how unpredictable relationships seem to be." Demographics, preferences, and values of two people had surprisingly little power in predicting whether those two people were happy in a romantic relationship. No algorithm in the world can predict whether two people will end up happy together. According to researchers, a person who is happy outside their relationship is far more likely to be happy inside their relationship. "Nobody can make you happy until you're happy with yourself first." Good romantic partners are difficult to predict with data. Desired romantic partners are easy to predict with data. And that suggests that many of us are dating all wrong. In the dating market, people compete ferociously for mates with qualities that do not increase one's chances of romantic happiness.
Dating News Headlines: Match Group
Quick links to today's dating news headlines
Match Wants to Keep FTC Case Under Wraps
REUTERS – Match Group fights with the U.S. Federal Trade Commission over the FTC's investigation of OKCupid which allegedly shared users' photos with Clarifai, a facial recognition company. The FTC investigation follows a 2019 New York Times article asserting that Clarifai built its database of faces with OkCupid user photos supplied by an OkCupid founder who was also a Clarifai investor. OkCupid and Match denied any commercial agreement with Clarifai, but in 2020, the FTC demanded documents from the companies about the alleged deal. After more than a year of battling, the FTC filed its petition, asking the court to order Match to turn over 136 disputed documents. Match responded a few days later with an emergency motion to seal everything. U.S. District Judge Richard Leon denied Match's motion to seal the entire docket but allowed Match's filings to remain under wraps temporarily. Match's lawyers appear to have renewed their push to litigate in secret in a sealed June 21 motion.
