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Photo/Illustration: The Cut
If you’re tired of seeing the same profile on dating apps, you might be tempted to try a different profile. After all, there are tons of apps out there like Tinder, Hinge, OkCupid, League, etc. that are marketed in different ways and are supposed to offer different experiences. But have you ever wondered why using them still feels the same?
In the second episode of Land of Giants: The Dating Game, dives into the backstory of Match Group, which started online dating in the 90s and now owns most of the dating app market. Match became a giant under the leadership of the billionaire entertainment mogul became. His directive was to aggressively prey on the competition, buying OkCupid and Plenty of Fish in the 2010s, launching Tinder, and in 2018 buying the “anti-Tinder” Hinge.
Today, Match is a dating app conglomerate with millions of users and over 45 brands worldwide. These brands use the same business model based on subscriptions and in-app features (such as Hinge’s ‘roses’ and Tinder’s ‘super likes’), promising users an edge in the dating game. doing.
Amarnath Thombre, CEO of Match Group Americas, said: “We are always looking at ways to give users ways to increase their chances of success with our app,” he adds. “This is something users are always willing to pay for.”
But while these “superpowers” make Match Group a lot of money (e.g., Tinder made $1.7 billion in 2021), users still believe that Match Group is a way to connect with real people. I’m wondering if I can get any closer to “These apps seem to take our money and improve us to spend more time on their apps rather than matching us with people,” said one dater. “Nothing came out of it,” said another dater who spent hundreds of dollars on dating apps. Please let me know, I have been tricked twice and need to get out of this app.”
Listen to the latest episode of Land of Giants: The Dating Game, Cut, The Verge, and the Vox Media Podcast Network. Catch new episodes on Apple Podcasts, Google Podcasts, Spotify, or anywhere you can get podcasts.
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