Match: Tinder paid members in the United States surged by 500,000 in the second quarter, and acquired Muslim dating app

On the Chinese Valentine's Day, young people were restless again. Those with partners showed their affection, and those without partners showed their sympathy. Almost all social platforms ushered in a peak in the use of social functions and UGC. On the day of the Chinese Valentine's Day, Match, the world's largest dating and stranger social platform, released its financial report for the second quarter of 2019. The financial report showed that Tinder's paid user growth exceeded expectations, significantly driving revenue growth, and Match rose by more than 20 points.

Revenue increased by 18% year-on-year, and operating profit increased by 15%

Match's revenue in the second quarter increased 18% year-on-year to US$498 million, with North America and international markets growing 13% and 27%, respectively.

The proportion of operating costs and expenses increased from 64% to 65%, mainly because the increase in operating costs offset the decrease in the proportion of marketing expenses. As a result, operating profit increased by 15% year-on-year to US$173 million.

Tinder remains Match's most important cash cow, with paid members increasing by 503,000 to 5.23 million from the previous month

In the second quarter, the number of Tinder's paid members increased by 39% year-on-year to 5.23 million, and the average ARPU per person increased by 6% year-on-year. Driven by the dual engines of membership and ARPU, Tinder's revenue increased by 46% year-on-year.

With Tinder as the main player, and Pairs and Hinge as the auxiliary players, the total number of paid subscribers reached 9 million

Match's paid user base reached 9 million in the second quarter, up 18% year-on-year. Tinder was the main force behind the growth in paid members, and Pairs, a popular dating product among Japanese users, also made a good contribution. With the rapid growth of Hinge users, it also began to contribute to the group's membership growth.

In the second quarter, the number of paid members in Match's overseas market exceeded that in North America for the first time, reaching 4.56 million. Match believes that the growth trend in overseas markets will continue, after all, 2/3 of its target user market is overseas.

Asia Pacific market: Continue to promote growth strategy and acquire Egyptian Muslim marriage and dating company

A: Maintaining leadership in the Japanese market and launching the marriage product Pairs Engage

The company further strengthened its position in the Japanese dating market, with downloads of Paris and Tinder significantly ahead of its competitors in the second quarter.

Currently, less than 20% of singles in Japan use online dating products. The company believes that it can play a greater role in Japan, a very aging market with low marriage and fertility rates. To this end, the company launched a new product Pairs Engage, targeting those who have a high willingness to get married within a year, intending to get a share of Japan's $500 million marriage market.

B: Acquire a Muslim dating APP company

In the second quarter, the company acquired Harmonica, a Muslim dating company in Egypt, to better meet the localized dating and social needs of this group. Currently, there are 1.8 billion Muslims, accounting for 24% of the world's population, and it is expected to grow by 70% in the next 30 years. As this group has a unique religious and dating culture, the company believes that more down-to-earth local companies can better understand and leverage this market.

The company will inject more resources into the acquired Harmonica team for product, talent and market development to serve 33 Muslim-majority countries and markets in Asia and the Middle East.

Tinder's key product improvement drivers: payment and feature optimization, as well as a streamlined version for underdeveloped markets

Tinder’s existing feature improvements in the second quarter include:

• Recommendation engine boost to drive more visible engagement
• Continue to increase payment methods and optimize pricing
• Increase sales of Gold Members

In terms of new features:

• Tinder Lite is released for Southeast Asia and North America, which is 25X more energy-efficient than the full version and requires less battery and data consumption
• Travel warnings for LGBTQ people are launched, and risk warnings will be issued for this group in nearly 70 countries that discriminate against this group.
• Added paid features for each message, such as super exposure, message read, etc.

Okcupid: North American market regains vitality, Indian market grows gratifyingly

After two years of remodeling, Okcupid's marketing and commercialization have made significant progress, with revenue increasing year-on-year for six consecutive quarters. ​

At the end of 2018, the company localized some of its product features in India and began to invest in marketing. The company will soon launch its first round of brand advertising campaign "Find My Kind" in India. Thanks to the company's product localization efforts and marketing investment in India, Okcpuid is currently one of the top five dating apps in India in terms of downloads.

Hinge and Mathc: Solid progress

Hinge: Global downloads increased more than 3x year-over-year, with strong presence in major U.S. cities and expanding to smaller cities. Expanding "Destined to be Deleted" campaign. Became a national hot topic because Mayor Pete Buttigieg met her husband on Hinge.

AskMatch​, the marriage and love consultation function of the old product Match, has significantly improved the user experience.

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