Valentine’s Day Sees A Slowdown In Dating App Downloads


Valentine’s Day is typically a time when dating app downloads surge, but this year, the market is showing signs of slowing down. According to a recent analysis by, global downloads of dating apps only grew by 1.9% year-over-year, reaching 128 million installs in January. This is a significant drop from the 29% increase seen in the previous year. In the U.S., the growth rate also slowed to 2.38% year-over-year, with approximately 12.7 million installs, down from nearly 16% growth in January 2023.

Key Takeaway

The dating app market is experiencing a slowdown in growth, with challenges in retaining paying customers and addressing changing user preferences. While AI-driven improvements and monetization strategies offer potential opportunities, the industry faces uncertainties in delivering long-term relationship outcomes and combating malicious activities.

Match Group Reports Decline in Paying Customers

Match Group, the company behind popular dating apps like Match, Tinder, Hinge, and OkCupid, reported a 5% decline in its total number of paying customers compared to the previous year. The decline was particularly evident in Tinder, which experienced an 8% drop in paying customers, totaling 10 million payers. Despite this, Match Group managed to surpass earnings and revenue estimates, indicating its ability to maximize revenue from a shrinking user base.

Challenges in the U.S. Dating App Market

Despite the widespread use of dating apps, only three in 10 adults in the U.S. reported ever using a dating site or app. Additionally, while one in 10 U.S. adults claimed to have met their partner on a dating app or website, the overall success of dating apps in facilitating long-term relationships remains uncertain. This is reflected in the increasing number of 40-year-olds who have never been married, which has risen to a record 25%.

Competition and Changing Preferences

Tinder, which holds the largest market share in the U.S. dating app market, has seen a slight decline in its market share, while Bumble’s share has also decreased. On the other hand, the “Other” category of dating apps, which includes smaller companies and startups, has shown growth, indicating a growing desire for alternative dating app experiences.

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