Milestones

The online dating market continues to grow in the wake of the pandemic, with expected revenue to increase to $4.5 billion US by 2025.

According to research firm Statista, the industry is expected to reach about $3.7 billion US this year (up from $2.86 billion in 2020) as more people join and become active users, in part due to global lockdowns. The pandemic has shifted attitudes towards dating apps, with more singles than ever before downloading and swiping.

Revenue has increased along with new users, as many of the apps are offering popular “freemium” pricing in addition to subscriptions. While the majority of users don’t want to commit to paying a monthly fee to join a dating app, they are willing to pay for certain features, like messaging, being able to see if someone already liked their profile, or putting their profile at the top of search lists. Offering these services as premium paid features has been a boon for dating apps, increasing overall market revenue substantially, especially during the pandemic.

The OASIS Consortium published its first set of safety standards for the next generation of the Web, which includes the metaverse. The goal is to create a blueprint for how companies and developers should approach online safety going forward.

The Consortium was founded in 2021 shortly after the insurrection at the Capitol in the U.S., a day where a mob terrorized and threatened lawmakers ahead of the certification of Biden as President. Investigations into the riot have shown how social media, particularly Facebook and its outsized influence, has helped to radicalize people when it comes to their political viewpoints.

According to Time Magazine, The Consortium addresses issues across a number of tech industries, including dating apps, video games, and immersive tech platforms that are leading the way into the metaverse, or what’s called Web 3.0. Leaders from Riot Games, The Meet Group (which owns dating apps like MeetMe, LOVOO, Growlr, and Skout) and others have helped to develop these standards for improving safety and privacy as people spend more time online.

Several of Japan’s largest companies have turned to an AI dating app to help their employees find love during the pandemic.

According to Kyodo News, about 800 companies have signed up to offer the app Aill goen to employees, with the aim that they will be happier and more productive workers if they are in a good relationship. Companies are also hoping the dating app will provide a way to help employees who might be struggling with their mental health, since they have been unable to physically interact with others because of lockdowns.

The pool of matches will be limited only to participating company employees, providing a level of safety and accountability for users of the app. Aill goen is being offered to employees as part of their benefits package at work, according to Kyodo News. 

Match Group announced that the company will go carbon neutral by March of 2022 thanks to its purchase of offsets to carbon emissions, leading the way for dating apps to address issues of climate change.

The company announced the move in a press release, noting that it commits to offsetting its carbon footprint going forward, though the offset purchase made lasts only two years. Match Group invested in Hyundai Green Power Corporation, which captures and recycles waste gases to generate electricity through its Steel Waste Energy Cogeneration Project. (The site’s steel mill reuses waste gases and what remains is used by the project’s power plant.)  

When that energy is repurposed, it supplies power to the local grid in Dangjin, South Korea, instead of that grid relying on fossil fuels. This means a reduction of 1.8 million tons of carbon emissions per year, according to Match Group. 

Bumble says that singles are turning to dating apps more than ever, evidenced by its recent finding that over a billion matches were made on its app in 2021, a 25 percent increase from the previous year.

The dating app also shared that over 9 billion messages were exchanged globally, up nearly 40 percent from 2020, showing that dating app usage during lockdowns wasn’t a temporary thing. Rather, once restrictions lifted, people were more eager to login to the app and start looking for matches as well as virtual date, and were also eager to use dating apps to get back out there and meet matches in real life.  

Bumble said that the highest number of message exchanges were between October and early November, just prior to the holiday season. It’s also worth noting that this was just prior to the emergence of the highly contagious Omicron variant of Covid, which has led to global lockdowns and restrictions once again. Still, the company doesn’t see things slowing down as we enter into dating’s “high season,” between New Year’s and Valentine’s Day.

The Bumble Shop

Bumble is moving into the online retail business by opening its first store and selling Bumble-branded apparel.

The Bumble Shop will offer a collection of t-shirts, hats, sweaters, accessories and games, according to WWD, and will be available for purchase at shop.Bumble.com. Featured items will include a varsity sweater, a bucket hat with the company’s tagline of “make the first move” in the lining, pronoun keychains, and a Question Game card game to help people connect by moving past small talk and into deeper conversations.

The Bumble Shop partnered with retro California lifestyle brand Aviator Nation to offer custom limited edition items as well, including the Ninja Hoodie, Ninja sweatpants, and Classic Truck Hat. These will be co-branded and available for purchase on the new site. Bumble plans to offer new collections quarterly, and Aviator Nation is its first clothing partner. Multiple sizes are available as well, ranging from XS to 4XL.