The Leading Brands in U.S. Dating & Social Discovery: Q1 2025 Insights

Introduction

The U.S. Dating & Social Discovery category continues to thrive, with leading brands like Tinder, Bumble, and Hinge maintaining strong digital presences. This article explores their performance from Q4 2024 to Q1 2025, highlighting key trends across web and app platforms. Sensor Tower's comprehensive data allows us to delve into audience behavior, engagement, and advertising strategies, providing unparalleled insights into this dynamic market.

Tinder

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

• Audience Trends: The monthly true audience remained stable above 11M throughout Q1 2025. Web visits showed a noticeable spike in December 2024, exceeding 58M, before stabilizing around 35M in March 2025.

• App Engagement: Monthly active users on the app slightly decreased from 11.7M in October 2024 to just over 10.8M by March 2025, indicating a subtle decline in engagement.

• Ad Spend & Channels: Tinder's monthly ad spend saw significant fluctuations, peaking in March 2025 at over $8M, with Instagram and YouTube being primary channels. Monthly impressions spiked in January 2025, reaching over 740M.

Bumble

Bumble's digital strategy includes its website, bumble.com, and the Bumble Dating App: Meet & Date.

• Audience Trends: Monthly true audience figures hovered around 6M across the quarter. The web platform saw a peak in March 2025 with over 15M visits, showcasing consistent user interest.

• App Engagement: The app maintained a steady monthly active user base, fluctuating slightly but remaining around 6M throughout the period.

• Ad Spend & Channels: Bumble increased its monthly ad spend significantly in March 2025 to over $7.7M, primarily leveraging YouTube and Instagram for impressions, which exceeded 685M.

Hinge

Hinge operates through its website, hinge.co, and the Hinge Dating App: Match & Meet.

• Audience Trends: Hinge's monthly true audience remained stable around 5.7M. Web visits were relatively low compared to the app, peaking at over 450K in March 2025.

• App Engagement: The app consistently engaged over 5.5M monthly active users, showing slight growth by March 2025.

• Ad Spend & Channels: Hinge's monthly ad spend peaked in January 2025 at over $6.1M, with TikTok and OTT being key channels, generating impressions exceeding 625M.

Conclusion

Tinder, Bumble, and Hinge each demonstrate unique strengths across web and app platforms. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into cross-platform user behaviors. These tools are invaluable for understanding the evolving landscape of the Dating & Social Discovery category. Sensor Tower's consolidated data offers unique advantages for decision-makers, enabling them to navigate this competitive market with confidence.