Leading Brands in Brazil's Dating & Social Discovery Category: Q1 2025

Introduction

In the dynamic realm of dating and social discovery, a few brands continue to stand out in Brazil. Analyzing data from Q4 2024 to Q1 2025, Tinder, Badoo, and happn emerge as leaders with substantial monthly deduplicated audiences across their websites and apps. This analysis, powered by Sensor Tower, offers a comprehensive look at their performance trends, showcasing the unique insights available through Sensor Tower's unparalleled data offerings.

Tinder

Tinder's presence in Brazil is substantial, with its platform available both on the web via tinder.com and as the Tinder Dating App: Date & Chat.

• Audience Trends: From Q4 2024 to Q1 2025, the monthly deduplicated audience remained stable above 5.7M. Web-only visitors showed a slight decline, while app usage remained robust, indicating a strong preference for mobile experiences.

• App Engagement: Monthly active users hovered around 6.3M, with a noticeable dip in February but recovering by March, highlighting consistent user engagement.

• Ad Spend & Channels: Tinder's advertising efforts saw a significant increase, with monthly ad spend surging from around $20K in October to over $100K in March. TikTok emerged as a dominant channel, delivering substantial impressions, while Instagram also showed growth.

Badoo

Badoo maintains a strong digital footprint with its website, badoo.com, and the Badoo - Dating. Chat. Friends app.

• Audience Trends: The monthly deduplicated audience remained above 2.8M throughout the period. Website visits showed fluctuations, while app-only visitors demonstrated stability, underscoring the app's importance.

• App Engagement: Monthly active users stayed consistently above 7.5M, with minor variations, reflecting a steady user base.

• Ad Spend & Channels: Badoo's monthly ad spend peaked in October and gradually decreased by March, with Facebook being the primary channel for impressions, followed by Instagram and TikTok.

happn

happn's digital landscape is enriched by its website, happn.com, and the happn: dating app.

• Audience Trends: The monthly deduplicated audience remained stable around 1.3M. There was a noticeable drop in web-only visitors, while app usage remained the dominant driver of traffic.

• App Engagement: Monthly active users hovered near 1.4M, with a slight dip in February, indicating stable engagement.

• Ad Spend & Channels: happn's monthly ad spend was consistent, with Facebook and Instagram being the main channels. TikTok saw minimal activity, reflecting a focused advertising strategy.

Conclusion

In Brazil's competitive Dating & Social Discovery category, Tinder, Badoo, and happn continue to lead with strong digital presences and strategic advertising efforts. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these brands' cross-platform user behavior, enabling a deeper understanding of market dynamics. These insights empower decision-makers to navigate the competitive landscape with confidence, leveraging Sensor Tower's data-driven approach to stay ahead.