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This is the ONLY in-depth business analysis that covers ALL segments of this
industry, since the market has no trade association performing market research.
This newly updated 7th edition study is a fascinating analysis of one of the
This market is a now a $2.5 billion business in the U.S., with online dating
services soaring in popularity since 2001 and representing 70% of the market’s
value. The Internet has revolutionized this business and has brought affordable
and convenient matchmaking to America’s 124 million singles, via Match.com,
Plenty of Fish, eHarmony, and other popular services. Mobile dating apps are
exploding. Dating website revenues are expected to grow only moderately this
year as the U.S. market is saturated with 1,500+ sites and everyone is chasing
the same traffic. Most dating sites don’t make a profit. Venture capital funding
continues, as new start-ups still believe they can make it big.
The nation’s 1,600 matchmakers and 400 dating coaches are posting moderate
growth, but off-line chains and radio datelines continue to slide. Speed dating
continues to be popular but is a tiny market. Phone chat lines are still around,
with two large competitors dominating. Online firms are still struggling to
bridge the divide with lucrative off-line services, but it continues to be
Industry consolidation continues and Match.com had an IPO. The firm also bought
POF for $575 million. Several unscrupulous brick & mortar chains (Great
Expectations, Together/The Right One) went out of business. Problems persist:
fake online profiles, fraudulent traffic, database breaches, background checks,
and privacy safeguards to protect personal information of users.
The study examines: market size/forecasts and segments from 1994 to 2020
Forecast. Separate in-depth chapters cover the markets for: Online Dating
(Websites & Apps), Independent Matchmakers, Dating Coaches, Radio Datelines,
Phone Chat Lines, Singles Organizations, Speed Dating, and franchises. Also: how
dating services operate—typical models/revenues/fees/profits.
Competitor profiles for: Match.com, eHarmony, Spark Networks, Snap Interactive,
Tinder, Meetic, It’s Just Lunch, Plenty of Fish, Teligence, Quest Personals, The
Matchmaking Institute, Pre-Dating, Hurry Date, 8 Minute Dating, 10 top
matchmakers, 11 top dating coaches, more.
Introduction - Study Scope, Methodology, Sources Used p. 1-6
Executive Overview of Major Findings ($250) 7-30
* Highlights of ALL study chapters: Discussion of industry structure, status as
of 2015 vs. 2012, performance & major developments and trends since 2012,
discussion growth of mobile apps, Industry consolidation, opinions of market
consultants, customer dissatisfactions, factors affecting demand, how services
operate/avg. receipts, customer demographics, industry $ size/growth: 1991-2020
F, main market segments $ value (2005-2015F), separate outlooks for: dating
websites (2002-2020 sales), off-line chains, matchmakers (income statement),
dating coaches, personal ads, radio datelines, speed dating, phone chat lines,
how services operate, regulatory actions/image problems, industry structure/2012
Census key ratios national snapshot.
Industry Size and Growth ($100) 31-42
* Historical size/growth of the industry, industry status now vs. 20 yrs. ago
* Discussion of lack of official industry data, past estimates by trade
* Market status and summary: $ size of the industry in 2012, 2015, 2020
During recession year 2009,
* Marketdata’s past predictions – which came true, which were wrong -
* 2009-2011 Market Performance- key trends, discussion of $ size of market,
online services’ growth
* 2012-2015 performance, 2020 Forecast: dating websites, apps
* 2012-2015 performance, 2020 Forecast: independent matchmakers, dating coaches
* 2012-2015 performance, 2020 Forecast: phone chat lines
* 2012-2015 performance, 2020 Forecast: other off-line services
* Total market size: 1991-2020 Forecast.
- Historical & forecasted total market size in $ (1991-2020 F)
- Value of industry segments: 2012, 2015, 2020 F (dating websites/online,
dating coaches, phone chat lines, radio datelines, singles events, speed dating,
- The major off-line chains (no. of offices, 2005, 2008, 2011, 2015: Great
Matchmakers Intl., It’s Just Lunch).
Online Dating Services ($495) 43-97
* Status report: key facts regarding users of online dating, apps usage, dater
* Major market developments since 2012, list (Match IPO, POF acquisition, Ashley
* Findings from speakers at 2016 iDate Miami, FL conference, prospects for new
* positives & negatives of online services vs. alternative dating services
* Evolution and past strong growth of online dating, advantages & disadvantages
the user, reasons for growth, estimated no. of Americans using online dating
* Limitations & problems related to dating websites: discussion (fake profiles,
traffic fraud, billing)
* Trade associations - discussion, profiles of existing groups (Internet Dating
Executive Alliance/Idea Oasis, International Assn. of Dating Websites)
* Lack of uniform industry metrics/yardsticks - analysis (registered users,
members, paid subscribers)
* Market size & growth: estimates of online dating revenues by Piper Jaffray &
for 2007-2012, performance during last recession: comments by competitors &
* Marketdata’s estimates of size of online dating market: 2001-2015 F, analysis
of impact of
the recession, why it may have actually helped, recovery since then.
* Marketdata assessment of 2014-2015 mkt. growth & key developments
* Niche dating websites, type found, by religion, list of top niche dating sites
* Adult sites – discussion of faster growth.
* List of top reporters covering the industry
- Rankings of top 15 U.S. dating sites, by Experian Hitwise
- $ size of the online dating market: 2001-2020 Forecast
- Estimated market share by: Match.com, eHarmony, Yahoo Personals, Spark
Networks, FriendFinder Networks: 2004-2015.
- List of the major niche dating websites.
Competitor Profiles (headquarters, website, how the service works, cost, no. of
paid subscribers vs. registered users, profile of its customers, related
services, recent mergers/acquisitions, recent company developments, estd. or
actual company revenues to 2015, projections, mgmt. opinions, etc.). In-depth
profiles for following companies…
- Match.com (incl. Plenty of Fish, Yahoo Personals, Meetic, Tinder)
- Spark Networks
- Snap Interactive
The Matchmakers Market ($395) 98-136
* How matchmakers operate: summary & discussion, why they’re doing well today.
*Market size & status report: estimated number of matchmakers in the U.S.,
revenues per matchmaker, findings of interviews with top matchmakers, recent
* Estimated income/expense statement, profit margins for solo
* 2016 matchmakers survey – results of Matchmaking Institute survey (income,
number of clients, staff, fees, competition, websites, offices, marketing
methods, use of social media, background checks, date coaching, top 5
markets—comparison to 2009 survey)
* Estimated avg. matchmaker income/P&L statement, profit margins
* The Matchmaking Institute: role, training & certification of new matchmakers
* Industry trade association: discussion of past efforts to form The National
Ethical & Professional Matchmakers, other efforts, ethical guidelines.
* Size of the market for matchmakers & dating coaches, 2012-2015 estimates, 2020
* Dating Coaches: how they operate, fees, competition with matchmakers, growing
Profiles of Some of the Top U.S. Independent Matchmakers
(For matchmakers profiled below… an in-depth discussion and description of how
they operate, services, typical fees, clients served, specializations, address
or phone and website. Findings of Marketdata phone interviews, opinions on
status of the market.)
* Leora Hoffman Associates
* Kailen Rosenberg
* Zelda Fischer (Gentle People Ltd,)
* Barbie Adler (Selective Search Inc.)
* Irene Valenti (Valenti International)
* Lisa Ronis Personal Matchmaking
* Kelleher & Associates)
* Dianne Bennett
* Samantha Daniels
* Patti Stanger
* Bonnie Wills
The Date Coaching Market ($100) 137-156
* How date coaches operate, fees, programs, what they do, working with
structure, publicity, why some coaches make $500,00 and others $30,000/year.
* Estimated market size
Profiles of some leading dating coaches (Evan Marc Katz, Susan Rabin, Susan
Bradley, Annie Gleason, Jeannine Kaiser, Nancy Slotnick, Janice Bennett, David
Wygant, Elizabeth Macinnis, Barbara Elgin, Lisa Shield, Patti Feinstein, Matt
Titus, Lauren Francis).
The Personal Ads, Radio Datelines, & Phone Chat Lines Market ($200) 157-172
* Summary: what’s includes, why most of these services are declining or flat
* Print personals - discussion of market characteristics, status report &
relationship between newspapers running the ads, automated voicemail system
providers they use, and long distance phone companies, avg. cost per 900 number
call, cost to responders to ad vs. those placing them, why personals are popular
vs. other methods.
* $ Size of the Personal Ads Market: discussion/analysis of decline of the
market, past media estimates, personal ads’ share of total 900/976 number call
volume, Marketdata estimates & forecasts of personals mkt. size, 2001,
2012-2015, 2020 Foutlook, based on phone interviews, inherent
problems/limitations of personal ads.
* Radio Station Datelines: status report & discussion/analysis of popularity of
“datelines”, Status Report: The leading providers of Interactive Voicemail
Systems today, effect of online dating services as main contributor to decline
in this market, comments by management regarding withdrawal from market by
competitors, profiles of two companies left:
Spark Network Services and Telepublishing International.
* Singles Phone Chat Lines: Nature & status of the market, estimated size,
profiles of Teligence, Quest, why there is still a need for these services,
timeline of technology—party lines, 900 numbers, rise of the Internet,
scams/company greed, players exit, $ mkt. size
Other off-line services (speed dating, franchises, singles events) ($300)
* Summary & definition of “off-line” or “traditional” bricks & mortar dating
services with physical offices, the franchises and major chains.
* Market $ size & status report: 2012-2015 performance, closure of office of GE
and Together chains
* Singles organizations and events, IADW, Rich Gosse interview regarding status,
* Speed Dating market: status, estd. $ size, no. of events held nationwide, avg.
event, findings of interview with Dan Gudema at Pre-Dating Co., profiles of
Minute Dating, Hurry date.
Profiles of Great Expectations & Together Chains: why they went out of business
* History of these competitors, no. of offices/revenues in past years, operating
model used, comments & observations of former owners/employees/customers,
actions by State Attorney General’s offices, cost per acquisition, marketing
methods, profit margins, avg. receipts per office, dubious sales/marketing
practices, company history, owners.
Table: The 4 major chains, by no. of offices and revenues, 2003, 2011, 2015.
Competitor Profiles (headquarters, website, how the service works, no. of
offices, fees charged, no. of customers, profile of its customers, franchising,
avg. gross sales potential per office, typical profit margins, expenses,
marketing methods, recent mergers/acquisitions, recent company developments,
estd. or actual company revenues, mgmt. opinions, etc). In-depth profiles for
- It’s Just Lunch
- Great Expectations
- Together Dating Service /The Right One, eLove
Industry Economic Structure & Operating Ratios ($200) 198-222
* Summary & analysis of 2012 Census survey (latest available): the dating
services industry NAICS code, no. of establishments in the U.S., national
receipts, payroll costs, key ratios (avg. receipts per estab., avg. receipts per
company, avg. receipts/payroll per employee), select state data: receipts &
* Analysis of legal form of organization of dating services (% of establishments
& receipts by:
corporations, partnerships, sole proprietorships – 2007, 2002, 1997
* Analysis by industry concentration levels: top 4, 8, 20, 50 firms – 2007,
* Analysis by single & multi-unit operations – 2007, 2002, 1997
* Analysis & ratios, by receipts size of companies – 2007, 2002, 1997
* Analysis & ratios, by receipts size of establishments – 2007, 2002, 1997
- 2012 industry snapshot: Number of dating services, national receipts, avg.
receipts per estab., Payroll as % receipts: 15 yr. trend, 2012, 2007, 2002, 1997
- Ratios, by legal form of organization – 2007, 2002, 1997 (no. of estabs.,
firms, payroll as % receipts, receipts by type)
- Ratios, by industry concentration levels (market share): top 4, 8, 20, 50
firms – 2007, 2002, 1997
- Ratios, by single & multi-unit operations (ratios as above) – 2007, 2002, 1997
- Ratios, by receipts size of companies (as above, 11 classes-under $100K-$100
mill. – 2007,
- Ratios, by receipts size of establishments (as above, 11 classes-under
$100K-$100 mill.) – 2007, 2002, 1997.
Reference Directory of Industry Trade Associations & Information Sources 223-227
* List of dating service industry trade associations, conferences, consultants
and experts, research papers, analyst reports, etc. -- address & phones.