Leading Brands in US Dating & Social Discovery: Q1 2024 Insights

The Dating & Social Discovery category continues to thrive in the US, with leading brands like Tinder, Bumble, and Hinge capturing significant audience attention. In this article, we delve into the performance and trends of these brands from Q4 2023 to Q1 2024, highlighting their web and app presence, audience engagement, and advertising strategies. Sensor Tower provides the comprehensive data that underpins these insights, offering unparalleled visibility into cross-platform user behavior.

Tinder

Tinder remains a dominant force in the Dating & Social Discovery landscape with its website, tinder.com, and the Tinder Dating App: Date & Chat.

• Audience Trends: The monthly deduplicated audience for Tinder held steady around 14M throughout Q1 2024. The app consistently attracts a larger audience than the website, highlighting the mobile market's dominance in Tinder's user base.

• App Engagement: Monthly active users for the app exceeded 9M in Q1 2024, showing a slight recovery from the previous quarter's decline.

• Ad Spend & Channels: Tinder's monthly ad spend saw a reduction, with March spending under $3M, primarily focusing on OTT and YouTube channels, generating substantial impressions.

Bumble

Bumble continues to make significant strides with its website, bumble.com, and the Bumble Dating App: Meet & Date.

• Audience Trends: Bumble's monthly deduplicated audience remained stable, hovering around 7M during Q1 2024. The app-only visitor count consistently surpassed web-only visitors, reflecting a strong mobile preference among users.

• App Engagement: The app maintained a robust presence with over 5.4M monthly active users, showing minor fluctuations throughout the quarter.

• Ad Spend & Channels: Bumble's monthly advertising investment increased to nearly $2.7M in March, leveraging Instagram and YouTube for wide-reaching impressions.

Hinge

Hinge is gaining traction with its website, hinge.co, and the Hinge Dating App: Match & Meet.

• Audience Trends: Hinge maintained a monthly deduplicated audience of over 5.3M in Q1 2024, with app-only users significantly outnumbering web-only visitors.

• App Engagement: The app's monthly active user base showed a slight increase, surpassing 5.2M in March, indicating a steady interest in Hinge's offerings.

• Ad Spend & Channels: Hinge's monthly ad spend peaked at over $3M in March, with a strong focus on TikTok and Instagram, capitalizing on their vast user reach.

Conclusion

Sensor Tower's data highlights the dynamic landscape of the Dating & Social Discovery category in the US. Tinder, Bumble, and Hinge each demonstrate unique strengths, with mobile platforms playing a crucial role in user engagement. Sensor Tower's comprehensive insights, including Web Insights, App Performance Insights, and Pathmatics, offer invaluable perspectives for understanding these trends and optimizing strategies across web and app platforms. By leveraging this data, decision-makers can drive strategic growth and maintain competitive advantages in this rapidly evolving market.

For more detailed insights and analytics, explore Sensor Tower's products and services.