Earlier this year, Facebook upgraded the feature with video calls to let users go on "virtual" dates as the COVID crisis kept more people at home. Let's see why investors should still consider Match a better online dating stock than Facebook, and why Match's stock could still have more room to run. Match established a first mover's advantage in online dating apps over the past decade. Tinder, which was launched eight years ago, streamlined the entire process with swipes and became the highest-grossing app in the world last year, according to App Annie's annual "State of Mobile" report. Unlike Facebook, which generates most of its revenue from ads, Match generates most of its revenue from paid subscriptions - which are stickier and more reliable than ad revenue.
During last quarter's conference callCEO Shar Dubey declared Tinder's business had "bottomed out" in April, and that the app "should definitely start accelerating growth again" by the fourth quarter of Match has also started testing a third paid tier for Tinder, called Platinum, which Dubey claims will "provide additional value beyond Gold by increasing users' chances to get more matches and more conversations.
In addition, Match has been expanding Tinder's video ecosystem with Swipe Night social videos, video profiles, and one-on-one chats.
All these efforts will likely increase Tinder's stickiness, boost its revenue per user, and widen its moat against Facebook, Bumble, and other competitors. On the surface, Facebook has all the tools to weaken Match's grip on the online dating market. About 3 billion people use Facebook's family of apps every month, its social network is a natural foundation for dating services, and it's offering its tools for free.
However, Facebook is also trying to expand its ecosystem in myriad directions - including the e-commerce, digital payments, streaming video, short video, video conferencing, enterprise collaboration, and virtual reality markets. Balancing all those initiatives takes a lot of effort, and will likely prevent Facebook from leveraging all its strengths to crush Match's family of paid dating apps. Furthermore, Facebook's own brand is generally associated with family and friends instead of online dating, and its privacy and security shortcomings could prevent users from opting into its dating services.
That's probably why Facebook hasn't revealed any user numbers for Facebook Dating - and why it didn't mention the feature at all during its past two conference calls. Facebook and Match are both great growth stocks for long-term investors. Investing Best Accounts.
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