Marketing

Tinder’s popular original interactive series Swipe night will debut In India this month, almost a year after its initial U.S. debut.

India’s Tinder subscribers were supposed to see Swipe Night earlier this year in the spring, but the coronavirus pandemic delayed the premiere until now according to Gadgets 360. The premise of the series centers around the apocalypse, and Tinder didn’t think it was the right time for the subject. India is still dealing with 90,000 new cases of the virus each day, more than any other nation, and is one of the hot zones for virus spread, along with the U.S.

Bumble on TikTok

Bumble has turned to TikTok to help drive new subscribers, and has seen its installs increase five times between March and May when their campaign took place. The dating app has also seen its costs per subscriber decrease by 64% since running its direct response ads on TikTok’s platform, according to Mobile Marketer.

Bumble employed influencers to raise awareness of its app, creating content that would attract new users, specifically the younger demographic that gravitates to video-based social media like TikTok. The partnership was a success, with Bumble reporting revenue last month that was second only to dating app Tinder. 

The Meet Group’s revenue and profits soared past original milestones for Q2 of this year, thanks in part to so many singles turning to dating apps during coronavirus lockdowns.

The company beat Wall Street estimates, with net income at $10.3 million, up from $2.2 million in the same period last year. This was a huge jump – resulting in a 373% increase in profits for the company. According to Philadelphia Business Journal, The Meet Group did not conduct an earnings call with investors over Q2 results, nor did they speak to the publication about the increase, and what part of its business was generating the most income.

Match Group announced that it had exceeded Wall Street revenue expectations for Q2 despite concern over drops in paying subscribers and a la carte services in April, as coronavirus began to spread through the U.S. The company also saw its stock tick up in value immediately following this news.

Match Group reported second quarter earnings that grew 15% year over year, and an 18% increase in subscribers year over year. Their earnings report also shows an increase in subscribers and downloads over pre-pandemic levels, and according to Business Insider, paid subscriptions are also back to the same level as before. 

Just a quick note, it looks like Mate1 Social Enterprises Inc. sometime in June has rebranded their flagship dating service Mate1, and renamed it to "eDate". There also looks to be a few design changes and feature updates as well.

All Mate1 members are now eDate members and all Mate1 links redirect to the eDate dating website.

eDate claims 46.5 million members which is up about 16 million members from 6 years ago (when it was Mate1). Mate1 launched back in 2003 and became popular fairly soon afterwards. Unfortunately though in the last 10 years with the rise of dating apps things have not turned in Mate1's favor. This is part of the reason I suspect was for the name change.

As always when a dating service closes (or has a name change) we have left our old Mate1 review up for those who wish to read it. In the future we may plan to do a review of eDate but for now we will hold off and see how it does.

Dating app eHarmony announced it has seen an 85% increase in registrations on its UK platform since the coronavirus lockdowns began earlier this year. The increase accounted for new registrations from January – June of this year, compared with the same time period last year.

April and May were especially active, up 50 percent and 48 percent respectively compared to 2019. Interestingly, at the beginning of lockdown in March, there was an 11 percent drop in registration which quickly bounced back. 

As lockdowns have eased in the past couple of months, new registrations for eHarmony have continued to increase. In June, the company saw a 77% year-on-year increase.