The OPW/iDate Weekly News Summary.
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Tinder Becomes the Top-grossing, Non-game App in Q1 2019
TECH CRUNCH - Apr 12 - For the first time in years, Netflix is no longer the top grossing, non-game mobile app. That title now goes to Tinder. The change in position is not surprising, given Netflix's decision in December to stop paying the so-called "Apple tax." Netflix no longer allows new users to sign up and subscribe to its service through its app. Now, instead of giving up its 15 - 30% cut of subscription revenue, new users have to sign up through Netflix's website. Tinder saw revenue grow by 42% YOY to reach $260.7M, up from $183M in Q1 2018.
How Hinge Hopes to Resist the Gamification of Dating
CREATIVE REVIEW - Apr 11 - Dating app Hinge rolls out a vibrant new interface. CMO Nathan Roth spoke about the app's approach to measuring success and the design features that encourage users to delete it. Hinge is reminding its users repeatedly that it is "Designed to be deleted". The app actively encourages users to meet and take things offline. "We measure success by the number of dates we set up each week," said Roth. Last year, the app launched a feature called 'We Met' to get feedback on its people's dates, with the aim of learning more about individual members and streamlining any future recommendations. "It's working. Hinge members only spend six minutes a day setting up dates." he says. Last year, Hinge also made the news for announcing they were looking to recruit an Anti-retention &^%$#$^, a role which is in the final stages of being filled. Roth says this 'digital wellness expert' will help identify more ways to encourage users to to get off the app.
50% of Dutch Online Daters Downloaded Tinder
DUTCH TECH MAGAZINE - Apr 7 - In the Netherlands, Tinder is downloaded on average 46,854 times a month. Last year there were more than half a million Tinder downloads (566,946). The number of singles in the Netherlands is growing steadily with an average increase of 1.7% over the past five years. Last year there were ~3M singles in the Netherlands. 50% of the Dutch daters have downloaded Tinder. Badoo comes second with a 25% share. Lexa.nl (18%), Happn (15%) and Relatieplanet (11%) fill the top five most popular dating apps.
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France's Tax on Tech Giants Passes First Vote
TECH CRUNCH - Apr 10 - The lower house of the French parliament has voted in favor of the new tax on tech giants. Big tech companies that generate significant revenue in France will be taxed on their revenue generated in France. Economy Minister Bruno Le Maire has been lobbying other European countries so that big tech companies would stop optimizing their European corporate structure to lower their effective tax rate. This tax is specifically designed for tech companies in two categories - marketplace (Amazon, Uber, Airbnb) and advertising (Facebook, Google, Criteo). France expects to generate €400M in revenue with this new tax in 2019.
LinkedIn Stops 'KinkedIn' Dating Site's TM Bid
WIPR - Apr 8 - Linkedin has been successful in halting the registration of sexual fetish interest site, 'KinkedIn'. On April 4, the UK Intellectual Property Office (UKIPO) ruled 'KinkedIn' could not be registered after LinkedIn said the mark was highly similar to its own trademark and will cause consumers to believe there is a connection between the two companies. JK Solutions applied to register the KinkedIn trademark for services including "personal introductions, computer dating services and video dating services" in 2017.
Dandy - the Dating App for College Students
DAILY TROJAN - Apr 7 - Inspired by a previous on-demand restaurant service app he designed, Leor Massachi, one of the co-founders of Dandy, wanted to find a way for dating app users to connect in real life faster than they would on traditional dating apps. Right now, the app is targeting college students. Users can only access Dandy when they are notified that the app is going live. Each user is then randomly paired with another student who attends the same university. When the individual's photo pops up on their screen, the user gets five seconds to like the person. If they both like each other, they go onto a three-minute chat. If they connect after that, they can choose to exchange numbers and go straight to iMessage to meet up in the real world.
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App Download Up 10% YOY
MOBILE WORLD LIVE - Apr 11 - ~30B apps were downloaded from Google Play and Apple's App Store in Q1, up 10% YOY and the largest quarter ever, according to App Annie. App Annie noted Brazil was also a contributor to iOS download growth, although mature markets including the US, Japan, South Korea and Germany were the biggest drivers. But downloads in China softened, which was attributed to game licensing freezes. Dating app Tinder took top spot for consumer spend on non-gaming apps for the first time, which was attributed to both its own strong year-on-year numbers and Netflix no longer taking on new subscriptions on the app stores.
Dating App Lumen Persuades Over-50s to Strip Down for Pro-age Protest Ads
THE DRUM - Apr 8 - Over-50s dating app Lumen has persuaded half a dozen people to bare all in a protest against "everyday ageism" in its latest campaign. The campaign launch follows on from Lumen's 'Sexy Santa' ad, which was accused of 'objectifying' an older model, being banned from the Transport for London network last year.
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