The dating market - France (2024)

1.2 The booming global market, dominated by Tinder

Grand View Research estimated the size of the global online dating market at $*.** billion in ****. This market is expected to grow at a compound annual growth rate (***) of *.*% from **** to ****. We can therefore imagine the market growing at a CAGR of up to $** billion by ****.

Global online dating market size World, ****-****, in billions of dollars Source: ****

The global market is driven by the increasing number of singles and the growth in Internet use worldwide. Millennials" (***) are the main users of this kind of service, and sites and applications are becoming increasingly innovative, thanks to new technologies such as AI at their disposal.

World's most popular dating apps World, May ****, thousands of downloads during the month Source: ****

Unsurprisingly, Tinder tops the list of the world's most downloaded apps, with ** million downloads in ****. Bumble, Badoo and Tantan are fairly close behind, in the same range of download numbers, with **, ** and ** million downloads respectively in ****.

While most of the players in this ranking are not necessarily well-known in France, we note that happn slips into the global top **, in *ᵉ position.

Tinder sales World, ****-****, in millions of dollars Source: ****

There has been significant and continuous growth in Tinder's sales over this period. In ...

1.3 Growth in the French market

There are no recent estimates of the market size of dating apps and sites in France. Nevertheless, a study carried out in **** forecasts the evolution of this market's sales until ****. For example, sales of dating sites in France stood at *** million euros in **** in France, a figure already up on ****. Projections put sales at *** million euros by ****, rising to *** million euros by ****, testifying to the strong growth momentum of this market.

Sales for the French dating market France, **** - ****, in millions of euros Source: ****

The growth in sales of online dating services in recent years is due to the arrival of foreign players on the market, such as Tinder in ****, who are largely competing with French sites and apps and capturing an ever-increasing share of the market. However, the market and the number of users continue to grow.

Indeed, the number of users continues to grow, with the percentage of people who have already registered with a dating site or app rising from **% to **% between **** and ****. [***] This growth is primarily due to the growth in Internet use and the number of applications offering differentiated services that attract an increasingly varied target audience. The increase in the number of singles is also ...

1.4 The Covid-19 effect on dating apps

While the French continued to log on to dating sites and apps, containment has changed the market.

A total of **% of French people connected to these platforms during this period. Couples living apart were more likely to reconnect with former partners or talk to strangers online. However, they were less likely than singles to connect to a dating platform (***).

Behaviour of french people during lockdown France, ****, in % Source: ****

However, with no physical encounters possible, users had to focus ***% on the virtual.

Match Group (***) observed a **% increase in the number of messages sent during the month of April, and as much as **% for users under **.[***]

Tinder had to adapt because its geolocation-based model was no longer relevant. The application therefore made its Passport function free, enabling users to exchange with people in other cities. This has enabled *** million people to meet virtually.

Once and Tinder have also developed video chat to enable their users to talk to each other live without a physical meeting.

The health crisis has turned our vision of dating sites on its head, restructuring both supply and demand.

The size of the potential user base has also changed, with even French couples increasingly willing to use dating apps ...

2.1 Demand driven by the democratization of the Internet and the growing number of singles

The two main factors driving the development of online dating services are the number of singles and the population's use of the internet.

In France, the number of singles (***) was around ** million in **** according to Insee, when this data was last updated, representing **.*% of the population aged ** or over. We consider this population to be representative of the addressable market for dating sites. Part of this population is in couples, but this is not taken into account. However, changes in the population of singles as defined by the French Civil Registry are relatively representative.

It should also be noted that widowers and divorcees represent *.*% and *.*% respectively of the population over **, and are also an attractive target for dating sites. It should be noted that as of ****, since divorces may be pronounced by notaries, the data can no longer be collected and INSEE no longer publishes statistics on marital status.

Number of singled, divorced and widowed people in France France, ****-****, in % Source: ****

The target group for dating sites has been steadily expanding since ****, rising from **% to **% of the population in seven years.

Singles under pressure:

Feeling the pressure to exit bachelorhood France, ****, in Source: ****

A significant proportion of the population, **%, say ...

2.2 User profile: young users and an over-representation of non-heterosexuals

The use of dating apps and sites varies greatly according to gender, age, socio-professional category and sexual orientation.

Men are the most likely to log on to dating sites and applications, with **% having done so in their lifetime in ****, compared with just **% of women. According to Médiamétrie's "l'année internet ****" study, the number of visits to dating sites and apps in France increased in ****, with over * million unique visitors per day (***). Most of this traffic comes from men, with *.* million men and ***,*** women visiting a dating site every day.

Overall, young adults are the most frequent users of these services, with a high proportion among **-** year-olds, where **% of women and **% of men use online dating. This trend also continues among **-** year-olds, with **% of women and **% of men using these services.

Usage rates drop slightly among older age groups, but remain significant. People aged **-** still show relatively high percentages, with **% of women and **% of men using online dating services.

However, there is a noticeable decline among older age groups. Users in the ** to ** age bracket represent a smaller share, although men in the ** to ** age bracket still show a relatively high percentage, with **% using them. Finally, the ...

2.3 Dating apps are part of everyday French life

Nearly half of French people consider that they could use a dating website or app (***). Dating sites therefore enjoy a positive image among consumers.

Preferred ways to find a partner France, ****, in % Source: ****

The results show that friends are the most frequently cited meeting place, with **% of respondents declaring that they had met their partner in this context. Next, the Internet and dating apps account for a significant share, with **% of people having met their partner via these platforms.

These results underline the diversity of places and circumstances in which couples form in France.

Places where couples meet France, ****, % of total Source: ****

The graph below highlights the fact that users are more interested in multiplying partners (***) than in finding a stable relationship on dating sites.

Reasons to use a dating app/website France, ****, in % Source: ****

Motivations for using dating sites also vary according to users' gender and sexual orientation. Heterosexual women stand out as being the most motivated by the search for a purely romantic relationship, with **% expressing this intention. As for the search for a purely sexual adventure, the results show a significant variation between the different sexual orientations. Non-heterosexual men are the most likely to seek this type of ...

2.4 Negative effects that fuel user mistrust

Platform addiction

The first criticism that can be levelled at these platforms is their addictive potential. Indeed, **% of people who have used them have felt addicted. **% say that people close to them have told them they were addicted. Although it remains in the minority, addiction needs to be taken seriously by consumers.

Addiction to dating apps/websites France, ****, in % Source: ****

Harassment and insecurity

In ****, **% of women have already been victims of at least one form of harassment or aggression on a dating platform. That's ** points more than for men. [***]

Forms of harassment endured by women France, ****, in % Source: ****

There's a real demand among women for safer exchange spaces that ensure respect for everyone.

Based on the observation that women are often harassed online, Bumble has created a product with a different positioning that has enjoyed major success in recent years. The social network supports its users by showing them how to"create a positive first impression", promote themselves online and create a climate of trust. In ****, Bumble also recruited luxury ambassadors such as tennis star Serena Williams, who, in an advertising campaign, encouraged women to set their rules, and to do so on all terrains (***).

Not always reliable:

The information provided ...

2.5 Contrasting trends: slow dating and revenge dating

Slow dating:

The concept of slow dating is emerging as a new option to the culture of speed and superficiality in online dating. By emphasizing quality over quantity, slow dating encourages singles to take their time and discover each other on a deeper level. This approach favors slowness, depth and emotional availability, offering an alternative to traditional dating apps focused primarily on physical appearance and number of matches.

Indeed, platforms such as Once capitalize on this trend by offering only one profile per day to their users, encouraging a more attentive and thoughtful exploration of potential suitors. This approach enables singles to focus on the significant details of the other person's personality, such as their passions and background, promoting more authentic and rewarding encounters. In a landscape dominated by speed and immediacy, slow dating is emerging as an attractive alternative for those seeking deeper, more meaningful connections.

Revenge dating:

A trend that emerged in ****,

Revenge dating" is emerging as a post-Covid trend that attracts singles looking for romantic adventures. After a period of restrictions imposed by the health context, many people feel the desire to reconnect with the dating scene. This phenomenon, known as "revenge dating", is characterized by a liberating ...

2.6 Audience analysis

MEETING WEBSITE MARKET - Audience breakdown by age group France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

The audience of the market studied shows significant variations in relation to the proportions of the French population. The most represented age groups are those aged **-** (***). On the other hand, age groups over ** are under-represented in the market's audience, particularly those aged ** and over, who account for just *.**% of the audience, compared with **.**% of the French population. MEETING SITES MARKET - Audience breakdown by gender France, ****, % of total Semrusg Analysis of the audience in the market studied reveals an overall trend where men represent the majority at **.**%, while women account for a smaller share at **.**%. This distribution indicates a predominance of men in the market under consideration. MEETING WEBSITE MARKET - Audience breakdown by sex and age France, ****, % oftotal Source : Semrush Analysis of audience data for the market studied reveals overall trends by gender and age group. Men dominate the audience in all age groups, with a higher proportion in the **-** and **-** age groups. However, this male dominance gradually decreases with age, from **.**% in the **-** age group to **.**% in the **+ age group. Similarly, women represent a smaller share of the audience in the younger age groups, ...

3.1 A market dominated by a small number of players

The French market for dating sites and apps is concentrated in the hands of a handful of players. Indeed, the market is mainly dominated by foreign players with Tinder (***). France does, however, have its own national leaders, even though Meetic, the leading French dating site, was bought by the American group Match.com. Adopteunmec and Happn are two other French companies that are particularly popular with users.

Match.com is the undisputed market leader and owns Meetic, Tinder as well as Match.com and OkCupid. Another relatively important player is Spark Networks SE (***).

However, we are witnessing a slight deconcentration of the market (***). [***]

In France in ****, the most popular mobile apps are Tinder, Meetic, Badoo, Adopte un mec and Happn, as shown in the chart below.

Most popular dating apps France, ****, in Source: ****

When it comes to websites, the picture is different, as shown in the following graph, which includes only those websites (***) with the most unique visitors per month at the start of **** in France. Historic players such as Meetic, EliteRencontre and Adopteunmec are being overtaken by other, often libertine, dating sites, such as Wyylde.

Ranking of dating sites with the most unique visitors per month France, ****, in thousands Source: ...

3.2 The business model of dating websites and apps

Applications often develop around the same business model, combining several sources of revenue:

A freemium business model: Free version: applications offer a free version of the application to attract customers. Functions are limited, with, for example, a finite number of swipes. Premium version: A premium version is then available with additional features. With Tinder Plus, likes are unlimited, it's possible to review the last swiped profile, * super likes per week are available, * boost per month, etc. Services sold on their own: Applications also offer users the chance to purchase a feature on a one-off basis. Tinder's Boost feature, for example, boosts profile visibility by a factor of ** and the number of matches by a factor of three. [***] Advertising: To make money on free accounts, applications offer advertising inserts to brands. On Tinder, these ads take the form of sponsored profiles that appear between the profiles of normal users. Selling data: Dating apps have access to vast amounts of user data, some of which they sell to third parties, as the Norwegian Consumer Advisory Service has pointed out. Grindr in particular has been singled out for reselling data such as sexual orientation or geolocation. This also concerns the OkCupid application, which sells ...

3.3 New players

Digital giants

The arrival of digital giants on the market should shake things up. For example, Facebook has launched its "Facebook Dating" dating service in the United States and in ** countries in America and Asia. This represents a major threat to existing players, particularly as Facebook already has a large user and personal data base, enabling the social network to fine-tune profiles and optimize virtual encounters for its users.

The service does not require the installation of an application, and is integrated into Facebook's application, although the profiles for the two services are separate. The profile is created from Facebook photos and posts, but is then fully customizable. The platform is designed as a classic social network, with the possibility of commenting on other users' publications and the absence of "swipes", which are replaced by photo likes. In addition, the group has designed a "secret crush" feature, enabling users to add a Facebook profile to their crush list. If the crush is mutual, both receive a notification.

The service was due to be available in Europe from early ****, but the launch has had to be postponed because Facebook has not given enough guarantees to the European Union about user privacy. [***]. In ...

4.1 Segmentation of existing products

There are many online dating sites and applications, each with its own specific segmentation to attract a particular target.

Websites include :

Historical sites for finding love: These sites are mostly used by older people than for apps, who are looking for serious relationships and therefore have a "premium" image. Meetic: France's most popular dating site, with active members in over **,*** French cities in ****, and events in **. It caters mainly to people looking for a stable relationship. The average age on the platform is **. [***] It's also important to note that the brand has diversified, and in ****, **% of users connected on mobile devices (***). The site has therefore also become an application in its own right. eDarling: a site for demanding singles, as the platform claims, where users have to take a personality test to refine the search and save time by focusing on profiles with similar interests. AttractiveWorld: premium site for singles looking for serious relationships. Subscriptions are filtered using an ultra-secure system. Users who are already members must vote to accept new profiles created on the platform. More than ** votes are required to access the site, so profiles need to be carefully crafted. The prices charged are also higher to ensure that ...

4.2 Price analysis

A study of the prices offered by the various platforms reveals several business models, each with its own specific pricing. On the one hand, some platforms offer "credits", a kind of virtual currency that enables users to perform actions on the platform. Others, on the other hand, offer paid access to the entire platform in the form of asubscription, while some players hybridize solutions between subscriptions and integrated purchases. Finally, AdopteUnMec offers free access for female profiles and paid access for male users.

Prices vary enormously depending on promotions to attract new users. In addition, certain applications have been criticized for charging different rates for different generations, sexual orientation, etc. Tinder, for example, is said to offer higher rates than other applications. Tinder, for example, is said to offer higher prices to older, city-dwelling heterosexuals. [***]

Example of prices for paid subscriptions (***):

Paid services are not limited to subscriptions, and platforms also offer one-off services to enable users to boost their profile. These offer the advantage of a premium service with no commitment.

Example of prices for ancillary services:

4.3 Constant renewal of our offering

An increasingly varied offering

The dating app market is characterized by low barriers to entry, and many new companies are entering the sector. To stand out from the crowd, they rely on a different approach and precise segmentation.

The first trend on the supply side is therefore the appearance of dating apps for all target groups, depending on affinities, lifestyles or beliefs. There are apps for Christians, Muslims, vegans and even for finding love through your dog with Tindog. This diversification has the advantage of saving users time by immediately proposing profiles that correspond to their expectations and essential criteria.

The other new features of the offer are based on the operation and concept. There's a huge diversification of the offering to suit everyone's search. Tinder is more suited to people looking for short-term relationships, with an extremely fast profile selection process where instantaneity is favored. Once has also developed its offering to counteract this fast-dating trend, and is aimed at people who want to take their time: users can only see one profile per day, depending on their personality. Happn, for its part, is trying to put a little spontaneity back into dating apps by digitizing the randomness of street ...

4.4 Focus on dating websites and apps

According to an IFOP survey conducted at the end of ****, **% of French people feel at least occasionally lonely, and **% of French people say they suffer more from loneliness than before the health crisis caused by covid-**.

What's more, **% always or often feel alone, * points more than in **** before the crisis. This strong feeling of loneliness is more prevalent among young people (***) to feel this strong loneliness.

Percentage of French people who always or often feel alone, by age France, ****, in Source: ****

What's more, before the crisis, **% of French people said they lacked a very close friend. This proportion peaked during the crisis (***) say they sometimes feel a lack of company.

This feeling of loneliness is also considered difficult to remedy for **% of French people concerned.

Lack of friends is the main reason for loneliness, ahead of bachelorhood and divorce; and for almost one in two French people (***), social networks are a way of meeting new people.

This context provides a propitious environment for the development of social networking sites and applications. Already in existence before the health crisis, this type of platform has seen a further rise in interest during the crisis. [***]

We can distinguish three types of player in this ...

5.1 Current regulations

It's important to distinguish between the regulations that apply to a marriage agency and those that apply to dating sites, since in the former case the agency carries out searches on behalf of the client to find the ideal person. In the case of dating sites, it's the users who carry out their own searches. The notion of results is not binding for online dating platforms.

However, certain regulations do apply:

Consumers may have access to certain features of the dating site for a fee. In this case, the site is obliged to provide information on the identity of the merchant (***), limitations of liability, prices, services offered and guarantees. In the case of service purchases, this is a distance sale and there is a consumer withdrawal period (***), followed by a refund period, also increased to ** days since the Hamon law. [***]

Dating sites are subject to the law relating to personal data processing modified in ****. [***] The subject is all the more delicate as the data that is possessed by dating sites is intimate as exposed to the public eye by the **** hacking of Ashley Madison's database, followed in **** by the hacking of BeautifulPeople.com's customer data and in **** by that of Guardian ...

6.1 Segmentation

The following segmentation of players is used:

• Meetic
• Ashley Madison
• Attractive World
• Tinder (Match Group)
• Badoo
• Lovoo
• Happn
• Bumble
• Once
• AdopteUnMec
• Match Group Hinge
• Elite Rencontre
• Hinge Dating (Match group)
• Grindr
• Plenty Of Fish (Match group)
• Zoosk
• Match.com
• Feeld
• Voice Meet
• Gleeden