Rate Date includes a wide range of opportunities: Dater – a registered user of Rate Date website, who places his or her profile on the online video date auction.

The biggest web dating companies have a huge lead over the competition—two control more than 40 percent of the market.

Leader Inter Active Corp (IAC) owns at least 30 sites, including and OKCupid, followed by e Harmony.com, which targets a slightly older demographic. Of 19,000 couples married between 20, more than a third met through an online dating site, according to a study in last May’s Proceedings of the National Academy of Sciences.

Of course there are sites aimed at specific religious or ethnic groups, but there are also those who aim to match couples with very specific interests.

The Passion Network, for example, is a small empire of 250 dating hubs like bronypassions.com, for fans of the My Little Pony TV series; for mustache mavens; and even zombiepassions.com, for those obsessed with the walking dead.

Related: Cheatin’ Hearts Online Cost Businesses $17M a Day That means making a dent as a new player will be harder than ever since many will have to build a database of users from scratch, says IBISWorld analyst Jeremy Edwards.

To survive, they’ll need a novel marketing strategy and a focus on untapped potential daters—sites targeting niche markets have higher rates of membership growth, according to the report.

Thanks to the growth of such sites, the industry has expanded at 3.5 percent a year since 2008--right through the recession--to become a .1 billion powerhouse.

Analysts expect the acceleration to continue over the next five years.

Igor Livant VP for Investments, Telf AG Igor’s career spans over 17 years in financial services and consulting.