German television network ProSiebenSat.1 has published its annual report for 2020, which includes more details about September’s formation of ParshipMeet Group – a parent company of the dating solutions portfolio companies The Meet Group and Parship Group, ProSieben’s online dating arm.
The report explained that the decision to acquire The Meet Group was driven by the dating company’s live streaming capabilities. The portfolio of hybrid apps was deemed to compliment ProSieben’s existing entertainment subsidiaries in a unique and promising way.
Increasing brand awareness strategy through the live streaming channels has shown good results for Parship and ElitePartner, and it will be used for LOVOO in the German-speaking markets. There will also be a crossover between the dating brands themselves, with each platform promoting offers for the others.
“We were able to make a valuable contribution to people’s lives during the pandemic. With the necessity of social distancing, people turned to online video to feel less lonely. The COVID-19 pandemic has caused online dating, which was already a major trend, to snowball even further. I’m very excited to [see] how our new group and the market are going to develop,” said Tim Schiffers, ParshipMeet Group’s CEO.
The lockdowns suited some of the apps. Parship has seen a 25% increase in messages since the first period of lockdown. Users spend more than one billion minutes in live streams per month and they played 250,000 dating games every day on the platforms that Meet Group provides. The longest video date on ElitePartner lasted for 13 hours.