Leading Brands in the UK Dating & Social Discovery Scene: Q1 2025 Insights

The dating and social discovery landscape in the UK has witnessed remarkable trends in Q1 2025. Leading the charge are three prominent brands: Tinder, Hinge, and Bumble. Sensor Tower's comprehensive data provides a unique cross-platform perspective into these brands' performance.

Tinder

Tinder's digital presence is robust, featuring its website, tinder.com, and the Tinder Dating App: Date & Chat.

• Audience Trends: Throughout Q1 2025, Tinder maintained a stable monthly true audience of over 1.8M, with a slight increase in March. The app dominated with over 1.7M monthly app-only visitors, while web-only visitors hovered around 150K.

• App Engagement: The Tinder app saw consistent growth, with monthly active users rising from over 1.7M in January to nearly 1.8M by March.

• Ad Spend & Channels: Tinder's monthly ad spend was notably high in January, exceeding $1.8M, with a significant presence on YouTube and TikTok. However, March saw a decline in ad spend, especially in desktop video channels.

Hinge

Hinge stands out with its website, hinge.co, and the Hinge Dating App: Match & Meet.

• Audience Trends: Hinge's monthly true audience remained stable, slightly above 1.3M. The app was the primary engagement platform, with monthly app-only visitors consistently over 1.3M.

• App Engagement: Monthly active users on the Hinge app saw a slight decline, from over 1.3M in January to just above 1.3M by March.

• Ad Spend & Channels: Hinge's advertising efforts were substantial, with January's monthly spend surpassing $1.5M. TikTok and Instagram were major channels, contributing significantly to impressions.

Bumble

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

• Audience Trends: Bumble's monthly true audience showed growth, reaching over 1.1M by March. The app was the dominant platform, with monthly app-only visitors exceeding 1M.

• App Engagement: Bumble's app monthly active users increased from over 1M in January to more than 1.1M by March.

• Ad Spend & Channels: Bumble's monthly ad spend decreased over the quarter, from over $1M in January to under $600K in March, with TikTok and YouTube being key channels.

Conclusion

Sensor Tower's unparalleled data insights reveal how Tinder, Hinge, and Bumble are navigating the UK dating and social discovery market. By leveraging Sensor Tower's Web Insights, App Performance Insights, and Pathmatics data, brands can gain critical insights into cross-platform user behaviors and advertising strategies. These insights provide a competitive edge for decision-makers aiming to optimize their market presence.