Rubicon ad network is reporting a 40% drop in Dating CPM’s.
Now that valentines day is over I’ve seen massive swings in signups and i’ve been talking to a few adnetworks and they all say paid sites are cutting back even more dramatically and payouts are going way down as people are no longer willing to pay for memberships.
Last quarter every publicly traded paid dating site reported revenue declines. Because dating sites didn’t spend as much money on marketing last quarter they have lost a lot of market share. At the end of last month Plentyoffish was #2 on hitwise, in this last week Plentyoffish has been less than 1% way from having more market share than the #2 and #3 players combined in the US. Plentyoffish hasn’t really grown much this month, we just haven’t lost traffic like many others.
With so many dating sites for sale either in whole or in part, one has to wonder what this industry will look like in 6 months.