Leading Brands in Brazil's Dating & Social Discovery Category: Q3 2024 Overview

In the dynamic world of dating and social discovery, the third quarter of 2024 saw notable performances from leading brands in Brazil. This article delves into the trends and analysis of Tinder, Badoo, and happn, highlighting their presence across websites and apps. Sensor Tower's comprehensive data insights allow us to explore cross-platform user behavior with precision.

Tinder

Tinder continues to dominate the dating scene with a robust digital presence through its website and the Tinder Dating App: Date & Chat.

• Audience Trends: From Q2 to Q3 2024, Tinder's monthly deduplicated audience remained stable, consistently above 6M users. The website, tinder.com, attracted over 90M visits each month, maintaining a strong web presence alongside its app.

• App Engagement: The app saw a slight decrease in monthly active users, moving from 6.8M in June to just above 6.4M in September. This subtle decline indicates shifting usage patterns possibly favoring the web experience.

• Ad Spend & Channels: Tinder's advertising efforts showed variability, with a notable increase in September, spending close to $49K monthly and achieving over 45M impressions. TikTok emerged as a significant channel, delivering substantial impressions throughout the quarter.

Badoo

Badoo's presence is marked by its website and the Badoo - Dating. Chat. Friends app, both contributing to its strong performance.

• Audience Trends: Badoo.com saw fluctuations in unique visits, peaking in August with over 27K unique visitors. The monthly deduplicated audience remained stable, hovering around 2.8M.

• App Engagement: The app maintained a robust monthly active user base, with active users reaching just above 8.3M by September, showcasing consistent engagement.

• Ad Spend & Channels: Badoo's monthly advertising spend peaked in May at over $72K, with TikTok proving to be an influential channel, delivering substantial impressions particularly in Q2.

happn

happn's strategy combines the happn.com website and the happn: dating app, targeting a niche audience.

• Audience Trends: The website experienced growth in visits, peaking in September with over 3.7M visits. The monthly deduplicated audience remained above 1.5M, indicating steady interest.

• App Engagement: Active users on the app increased from 1.47M in June to over 1.65M by September, reflecting growing mobile engagement.

• Ad Spend & Channels: happn's monthly ad spend peaked in July at around $57K, with Facebook being the dominant channel, driving significant impressions across the quarter.

Conclusion

The dating and social discovery landscape in Brazil is vibrant, with Tinder, Badoo, and happn leading the charge. Sensor Tower's unparalleled data insights have been instrumental in understanding these brands' performances, providing a comprehensive view of cross-platform trends. As the digital dating scene evolves, these insights will remain crucial for strategic decision-making.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.