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The Strategy Puzzle of Subscription-Based Dating Sites

The Strategy Puzzle of Subscription-Based Dating Sites

There is no turning back from online dating: Matchmaking and online dating has become a $2.5 billion dollar industry, and about 25% of U.S. couples now meet on the internet. While most early dating websites operated as simple platforms where users could freely browse and contact members, newer sites have made matchmaking technology an important value proposition. But are the lovelorn better served for it? In a recent study, researchers examined the fundamental conflict of interest that exists between matchmakers and their clients: Upon finding a compatible partner, users typically terminate their site subscription, hurting the firm’s revenue and cash flow. (more…)

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