Dating apps: Your love is a business model

There are major issues in the world of dating apps like Tinder, Bumble, and Inner Circle. They are earning less money because people are tired of dating apps; even NOS talks about a Tinder burnout. A perfect reason for us to dive into the world of dating apps; where do they come from, how do they make money, and which app can help you find true love?

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Positioning Dating Apps; Tinder, Bumble, Happn

More and more people are done with using dating apps and long for more physical, real-life interaction with others. In recent years, dating apps like Tinder, Happn, Breeze, Bumble, and Inner Circle have grown significantly. But something is happening: we see that the popularity of these apps has been declining more and more in recent months. Why is that?

We seek an answer to this question together in this new ‘Don’t be a penguin’. We do this by looking at the behavior of consumers in the dating app market, the daters, but especially at the companies that enable us to meet digitally: the dating apps.

What started with more traditional companies like Parship, Lexa, and Match.com, who promised you the love of your life, has led to a proliferation of new brands, such as Tinder, each serving a different segment of the dating market. But their promise remains almost the same: they meet your needs.

For Tinder, that is a simple hook-up and celebrating that you can be single without shame and enjoy it. At Feeld, you can explore your deepest desires and wildest kinks. Bumble puts the initiative in the hands of women, and Happn lets people meet based on location. In short, something for everyone. But more and more people are realizing that these dating apps actually make them less connected to the people around them; and this awareness impacts the business of these dating apps.

We discuss the founders of the most well-known dating apps, slogans, strategies, and success stories, but also take our loyal listeners along in our own dating lives. We share stories of people testing whether you can find true love via apps and what the most efficient way is to fall in love.

And as you expect from us, we look at the dating apps’ revenue models, the marketing behind them, and the driving forces behind the most successful apps.

What should you do if you’re not on dating apps? Are you then at the mercy of the gods or actually on the right path?

Listen and join the conversation in this new podcast from Merkelijkheid and remember: ‘Don’t be a penguin’. Not even when it comes to shopping at SHEIN, TEMU, ZARA, and Primark!

Don’t be a Penguin

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