This is partly because of inefficiencies in how these apps work.”The $12 billion online dating industry includes hundreds of services. In the past two decades, online dating platforms have become one of the most common channels for couples to meet. During the COVID-19 pandemic, the use of online dating platforms experienced massive growth because of lockdowns and concerns about spreading the virus, Rios said. How They WorkMany dating apps limit the number of profiles a user can see each day. In field experiments in the Houston and Austin markets in August 2020, the researchers’ algorithm yielded at least 27% more matches than the company’s algorithm.