Over 100 billion video chats have been created on Azar, an app that randomly connects people worldwide. Until recently, however, this Seoul-based platform—owned by Match Group, which also runs Tinder, Hinge, and OkCupid—wasn’t available in the U.S.
Entering the U.S. market presents challenges. Millennials might recall the era of Omegle and Chatroulette, where random video chat apps were both a curiosity and a risk. While not as dangerous as a Ouija board, these platforms had a reputation for unsettling encounters—often involving unexpected nudity.
Omegle shut down last year following a $22 million sex trafficking lawsuit. Meanwhile, Chatroulette still operates, though its reputation has long been tainted by depictions in media, such as South Park portraying it as a platform for predators. Salon’s infamous 2010 obituary for Chatroulette read, “Cause of death: penises.”
With Gen Z making up most of its user base, Azar benefits from the fact that this demographic doesn’t carry the same baggage from the early 2010s. More importantly, Azar takes a proactive approach to safety, leveraging both human and AI moderation to reduce the risk of inappropriate behavior.
Moderation for a Safer Experience
Linda Kim, CEO of Azar, explains how the platform prioritizes user safety. “Our automated tools are triggered first—whether it’s inappropriate images, audio, or text. If flagged, a human moderator is alerted to review the content and take action.”
Kim relocated to Seoul two years ago to take on her role at Azar, which is the flagship product of Hyperconnect. This video company also runs Hakuna Live, a live-streaming service, and was acquired by Match Group in 2021 for $1.73 billion. Despite being part of a dating conglomerate, Azar is not intended as a dating app—though some users use it that way.
Available on web and mobile, Azar offers a free service with in-app purchases that allow users to fine-tune matches based on gender and location. The platform’s text-chat feature even automatically translates messages, helping users connect across language barriers.
“Our core users are the younger generation, primarily Gen Z,” Kim says. “They value spontaneous, real-time connections and conversations.” Kim sometimes uses the app herself, particularly to get travel tips for destinations like Taiwan, though she doesn’t reveal her position.
“I just pretend I’m another user,” Kim says. “Sometimes people will ask, ‘Oh, you’re an adult—what are you doing here?’”
Addressing the Loneliness Epidemic
Kim’s diverse background includes roles in tech and social media, starting with Apple, where she worked in developer relations during the launch of the App Store in 2008. She later became a category manager for games and social media before moving to Zynga. After a brief shift to the beauty and baby care industries, she returned to the social app space with Azar.
Gen Z’s affinity for apps like Azar can be partially attributed to the loneliness epidemic. According to Amy Wu, founder of the AI-powered app Manifest, “unicorns will emerge… to combat the loneliness epidemic.” Platforms like Azar offer a unique solution—real-time, spontaneous interactions that feel more personal than text-based messaging.
Though interacting with strangers may seem intimidating to some users, Azar offers augmented reality (AR) features to allow users to mask their faces, adding a layer of comfort for shy participants.
Overcoming Stigma to Enter the U.S. Market
As Azar works to expand into the U.S., it faces the challenge of distancing itself from the negative reputation surrounding video chat apps, notes NIX Solutions. Safety concerns loom large in the American market, given the controversies that plagued similar platforms.
“Safety is a real concern in the U.S. market,” Kim acknowledges. “But with our commitment to safety and significant investment in moderation, I truly believe the U.S. market will embrace Azar.”
Azar’s strategic focus on safety and engagement with Gen Z positions it to succeed, even in a market shaped by skepticism. As the platform gains traction, we’ll keep you updated on how it navigates challenges and establishes its place among U.S. users.