As more and more people look to online dating apps for love, partnerships, or just casual relationships, one giant company has quietly taken control of almost every popular platform in the market. The company, Match Group, has over forty-five percent of the total online dating market share and its portfolio of apps includes OKCupid, Plenty of Fish, Match, Tinder, Hinge, and Meetic.
Match Group began its reign of the online dating market in 2009 when its parent company, IAC, acquired a significant chunk of rival companies. Since then, the group has explored numerous opportunities for growth and now owns some of the most popular dating apps in the market. In 2015, Match Group completed the acquisition of the dating app, Tinder, catapulting the company forward as one of the leading providers of technology-based love connections.
The main attraction of the company’s portfolio of dating apps is its focus on customizable user experience. With a wide range of customizable features, users can interact with other members in several meaningful ways. For instance, Match boasts a variety of options that allow singles to find other singles based on shared preferences, mutual interests, geographic proximity, religious and political leanings, and more. With options available to customize searches and “likes” across platforms, the user experience is highly personalized to cater to individual needs.
Such comprehensive approaches to strength and diversifying their consumer base have made Match Group the de facto leader in online dating. Its expansive portfolio holds a commanding 45 percent share of the market, resulting in over one million active users per day.
In addition to its online properties, Match Group also boasts physical locations that offer more intimate, in-person matchmaking. These locations offer a more traditional approach which couples find attractive and many more are in the works.
As the company continues to champion the online dating marketplace, it seems unlikely that its reign will end any time soon. From highly customizable online platforms to traditional face-to-face matchmaking, Match Group is transforming the way singles meet — and creating relationships that go far beyond surface swiping and messaging.
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