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The field is already crowded, with almost 3,900 companies running dating sites, according to a report last fall from business research firm IBISWorld.

The report projects the industry to add about a hundred companies per year over the next four years.

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.

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

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