Tinder's parent company, Match Group, has announced that it plans to launch a one-to-one live video feature to the app by the summer.
The news comes from the company's earnings report and highlights feedback from a couple of its other brands, with 70 per cent of Hinge users saying they're open to a phone or video date, while 94 per cent of OkCupid users said virtual dating is something they'll be doing. Considering no one can go to anyone else's house, or anywhere else, video dating is the only option, and so the market is responding accordingly. Match Group details its response to these changing times, saying:
"As daters demonstrated strong willingness to video-date, our product and engineering teams around the world mobilized quickly to deploy one-to-one video chat capabilities on many of our platforms. We also accelerated the rollout of one-to-many live streaming video on Plenty of Fish, allowing users to connect with, and form, virtual communities around live video. Adoption rates for live streaming at Plenty of Fish thus far have exceeded our expectations."
Since the pandemic, Match Group reports increased activity across all of its brands, with daily active users and daily Swipes reaching an all-time high on Tinder after lockdown kicked in. Apparently women under 30 are the ones with the most notable increase in activity, with their daily average Swipes surging by 37 per cent last month. The report says that ladies are the key to its success, because they're the chum that attracts all the horny men presumably, so this "shift in female behaviour" is considered an "extremely positive development" for the Match Group's ecosystem.
Tinder's video feature is expected to launch "late in Q2" so by June at the latest. We'll no doubt still be social distancing, self-isolating, and possibly still in some form of lockdown by then, so it really wants to get a move on and roll it out as soon as possible to capitalise on the demand while it's at its peak. [The Verge]