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Sure, it is difficult to compete with the marketing budgets of behemoths such as Match.com; however there is still a large market for unique dating websites that focus on something specific.
For example, in the UK there are always adverts for uniform dating websites.
It is estimated that the US market alone is worth more than billion (which explains why there are so many advertisements for dating websites online!! I tested the dating niche myself a few years back by launching a small dating review website.
I made a little money from it, but sold it on as I was focusing on other projects.
From Facebook to Google, Twitter and Instagram - free does not mean cheap.
Still, I got an inside view of how profitable the niche can be.