Leading Brands in Brazil's Dating & Social Discovery Category: Q2 2024 Analysis

Introduction

As Brazil increasingly embraces digital connections, the Dating & Social Discovery category has seen significant user engagement. In Q2 2024, brands like Tinder, Badoo, and happn have showcased remarkable performance across their websites and apps. Leveraging Sensor Tower's comprehensive data insights, we delve into the trends that define these leading platforms.

Tinder

Tinder, a dominant force in the dating world, maintains a robust presence both online at tinder.com and through its app, Tinder Dating App: Date & Chat.

• Audience Trends: From Q1 to Q2 2024, tinder.com experienced a steady increase in visits, peaking at over 100M in May. Despite fluctuations, the monthly true audience remained stable above 6M throughout the quarter, with a notable balance between app and web users.

• App Engagement: The app saw a slight decline in monthly active users, dropping from 6.2M in January to approximately 5.7M in June.

• Ad Spend & Channels: Tinder's advertising efforts saw varied spending, peaking in March with over $140K monthly. TikTok was a primary channel, delivering significant impressions, while Facebook and Instagram also played crucial roles.

Badoo

Badoo, available at badoo.com and through the Badoo - Dating. Chat. Friends app, continues to foster connections across Brazil.

• Audience Trends: Badoo's website visits surged dramatically, reaching nearly 29M in June. The monthly true audience remained stable, consistently above 2.5M, with a strong preference for app usage over web.

• App Engagement: The app maintained a healthy monthly active user base, starting at 2.5M in January and fluctuating slightly through June.

• Ad Spend & Channels: Badoo's ad spend peaked in May with over $70K monthly, focusing heavily on Facebook, which provided substantial impressions. TikTok also contributed significantly, especially in Q2.

happn

happn's unique approach to dating is accessible via happn.com and the happn: dating app.

• Audience Trends: The website witnessed a gradual increase in visits, reaching over 6.9M by June. The monthly true audience remained consistently around 1.4M, with app usage significantly outweighing web presence.

• App Engagement: happn's app engagement showed resilience, with monthly active users hovering around 1.4M from Q1 to Q2 2024.

• Ad Spend & Channels: happn's advertising strategy involved consistent monthly spending, with Facebook and Instagram being the primary channels. TikTok, while less prominent, still contributed to the overall impressions.

Conclusion

In Q2 2024, Tinder, Badoo, and happn have each demonstrated unique strengths in Brazil's Dating & Social Discovery category. Sensor Tower's unparalleled data insights reveal critical trends and user behaviors across platforms, providing invaluable information for understanding market dynamics. With offerings like Web Insights, Pathmatics, and App Performance Insights, Sensor Tower remains the go-to source for comprehensive digital insights.