Leading Brands in Canada's Dating & Social Discovery Category for Q1 2025

In the evolving landscape of dating and social discovery, Canada continues to witness significant engagement across various platforms. In Q1 2025, leading brands such as Tinder, Bumble, and Hinge showcased impressive performance metrics. Leveraging Sensor Tower's comprehensive data insights, we delve into the trends that defined these brands' digital presence and user engagement from Q4 2024 to Q1 2025.

Tinder

Tinder's digital presence is robust, with both its website, tinder.com, and the Tinder Dating App: Date & Chat playing pivotal roles.

• Audience Trends: The website visits saw fluctuations, peaking in December 2024 with over 6.9M visits, followed by a dip in January 2025 and a resurgence in March exceeding 5.2M visits. The monthly true audience remained stable, hovering around 940K.

• App Engagement: The app maintained a consistent monthly active user base, with active users around 870K in March 2025, showing a slight decline from previous months.

• Ad Spend & Channels: Tinder's monthly ad spend was dynamic, peaking in October 2024 and January 2025 with spends over $700K, primarily through Instagram and YouTube, which garnered significant impressions.

Bumble

Bumble's presence in Canada is marked by its website, bumble.com, and the Bumble Dating App: Meet & Date.

• Audience Trends: The website traffic showed a downward trend in Q1 2025, with visits stabilizing around 3M in March. The monthly true audience was consistently above 610K, indicating strong user retention.

• App Engagement: The app saw a steady increase in monthly active users, reaching approximately 578K by March 2025, reflecting a growing preference for mobile engagement.

• Ad Spend & Channels: Bumble's advertising efforts were significant, with monthly ad spend peaking at over $580K in February 2025. Instagram and YouTube were the dominant channels, delivering the majority of impressions.

Hinge

Hinge's offering includes its website, hinge.co, and the Hinge Dating App: Match & Meet.

• Audience Trends: Hinge's website visits remained relatively stable, with a slight increase in March 2025, reaching over 200K visits. The monthly true audience steadily rose, surpassing 540K in March.

• App Engagement: The Hinge app experienced growth, with monthly active users climbing to approximately 532K in March 2025, showcasing increasing user engagement.

• Ad Spend & Channels: Hinge's monthly ad spend peaked in January 2025 at over $510K, with TikTok and Instagram being the primary channels, achieving substantial impressions.

Conclusion

The dating and social discovery landscape in Canada is vibrant, with Tinder, Bumble, and Hinge leading the charge. Sensor Tower's unparalleled ability to cross-reference web, app, and advertising data provides critical insights into user behavior across platforms. This in-depth analysis highlights the strategic moves and engagement trends of these leading brands, offering valuable perspectives for stakeholders in the digital space.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics offerings.