Tinder tests video calls as it continues to rake in app revenue

Dating app Tinder has been listed as gaining the third highest revenue in the top 10 grossing apps worldwide for the month of June. According to mobile app store marketing intelligence company Sensor Tower, Tinder was ranked third highest when it comes to overall revenue, falling behind social platforms TikTok and YouTube. It also ranked third and fourth place when it comes to Google Play revenue and App Store revenue respectively.  Tinder has been listed as one of the top 10 grossing apps since the start of the year, with it ranking first in overall revenue from January to March. Although it dropped in ranking from March to June, Tinder has always maintained the first five positions since the start of the year.

Recently, Tinder has also began testing an in-app video calling function titled "Face to Face". In a press release, the dating company said it is rolling out the test with some members in Indonesia, Vietnam, Thailand, Australia, Peru, Chile, Korea, Taiwan, Brazil, Spain, Italy, France, and the US. In a survey of approximately 5,000 Tinder members in the US between 6 May and 12 May, Tinder found that half of its users have had video dates with a match off Tinder in the past month. Not only that, but 40% of Gen Z members wanted to continue using video as a way to decide whether to meet in real life in the future.

"It’s clear that video is here to stay, and we’re excited to see what else we learn during this test. Stay tuned for updates on the feature over the coming weeks, as we continue evolving it while bringing it to more Tinder members around the world," the statement added. Tinder is not the first dating app to have a video call function. Rival apps Bumble and Paktor have also previously launched its video chat function on its apps. Marketing has reached out for additional information.

Tinder added that it prioritises control and comfort when it comes to developing the Face to Face function. Face to Face is enabled on a match-by-match basis, and the feature will not be enabled until both parties have opted in. It also doesn’t tell the other party when one user toggles it on. Users are also allowed to disable the feature anytime they want. Additionally, once the call has ended, the Tinder team will ask users how it went.

Earlier in April, Tinder made its Passport feature available to all members for a time period. The feature, which is initially only available for paid members, allows users to connect with anyone, anywhere in the world. It was made available during the time where travel and social restrictions were put in place in most countries to encourage social distancing while combating the spread of COVID-19 pandemic.

Tinder CEO Elie Seidman said then: “We hope our members, many of whom are anxious and looking for more human connection, can use Passport to transport themselves out of self-quarantine to anywhere in the world. We’re inspired by how people are using Tinder to be there for each other, and we want to fan these flames of social solidarity.”

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