Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Online dating in Brazil - statistics & facts
With over 16 million users and 53.9 million U.S. dollars in revenue in 2023, online dating in Brazil is a rollercoaster for users and companies involved. Frequently dubbed as “flirting” or “relationship” apps instead of “dating” by locals, these services work more as extensions of social media platforms for Brazilians when connecting with new people. As a result, online dating has an average penetration in Brazil but a small average revenue per user (ARPU) when compared to other markets in North America and Europe. However, the usage and discussions about these platforms often bring to light some of the country’s deepest issues about crime, highlighting challenges for dating platforms looking to profit in Latin America’s biggest online market.
With roughly 14 percent of online dating users in Brazil considering themselves as part of the LGBTQ+ community, Grindr manages to attain a rather successful performance in the country. Despite being less reported than other brands in terms of usage and awareness, Brazil is also the second country with the most Grindr downloads, and the sixth with the app’s highest revenue, with the application being in the spotlight of online discussions involving community-focused dating.
As much as online dating for Brazilians happens on social media, discussions on platforms like X (formerly Twitter) about dating apps like Tinder and Grindr frequently become negative. These apps not only spark memes and political debates in Brazil’s polarized online sphere 9935, but also draw attention due to criminal activities. Incidents ranging from fraud to kidnappings reflect general concerns about public safety in Brazil and the potential risks associated with meeting new people while using dating apps. As the motto of “Brazil is not for beginners” goes, online dating requires extra caution from local users. But it also means that both established and new-coming online dating platforms need to offer an affordable and secure service if they are willing to attract Latin America's largest online audience.
Key players in the Brazilian dating market
Tinder and Badoo are the leaders of the Brazilian online dating market, as the country hosts some of the biggest audiences for these apps. Used by around 60 percent of local online dating users, Tinder leads in terms of downloads and in-app revenue. Despite the success of foreign services, local competitor Par Perfeito has a surprisingly high awareness and adoption, being used by 30 percent of Brazilian online dating audiences and having more acknowledgment than international brands like Bumble and Happen.With roughly 14 percent of online dating users in Brazil considering themselves as part of the LGBTQ+ community, Grindr manages to attain a rather successful performance in the country. Despite being less reported than other brands in terms of usage and awareness, Brazil is also the second country with the most Grindr downloads, and the sixth with the app’s highest revenue, with the application being in the spotlight of online discussions involving community-focused dating.
How do Brazilians date online?
Little less than 3 million Brazilians, which is around six percent of local users, employ fee-based dating websites or apps, signaling that premium fees are not affordable for most local online daters. Instead of focusing on specific platforms, Brazilians prefer extending their online dating activities through social media platforms. With the widespread adoption of WhatsApp and Instagram, users are more likely to turn to social networks for online dating than specifically designed apps, and thus keeping Brazil’s past penchant for flirting and dating via online chatrooms and websites alive.As much as online dating for Brazilians happens on social media, discussions on platforms like X (formerly Twitter) about dating apps like Tinder and Grindr frequently become negative. These apps not only spark memes and political debates in Brazil’s polarized online sphere 9935, but also draw attention due to criminal activities. Incidents ranging from fraud to kidnappings reflect general concerns about public safety in Brazil and the potential risks associated with meeting new people while using dating apps. As the motto of “Brazil is not for beginners” goes, online dating requires extra caution from local users. But it also means that both established and new-coming online dating platforms need to offer an affordable and secure service if they are willing to attract Latin America's largest online audience.
