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Sensor Tower · Abraham Yousef · November 2022
Are Users Breaking Up with Dating Apps?
Dating app growth is slowing down due to the macroeconomy and user fatigue, according to Sensor Tower. While Bumble and Hinge saw YoY MAU growth of 21% and 20% respectively, Tinder, Match, OKCupid and Plenty of Fish all saw declines. Worldwide new installs for Tinder have decreased an average of 5.1% per quarter since 1Q21, possibly due to saturation in key geographies. User engagement is also declining, which could lead to higher cancellation rates and less loyalty to the product.
Key Takeaways:
Per Sensor Tower estimates, download and MAU growth for dating apps is waning, driven in large part by the macroeconomy and also by user fatigue
3Q22 YoY MAU growth rose 21% and 20% for Bumble and Hinge, respectively, but fell 1%, 17%, 12% and 25% at Tinder, Match, OKCupid and Plenty of Fish, respectively
Worldwide new installs for Tinder decreased an average of 5.1% per quarter since 1Q21, perhaps due to saturation in key geographies
Average session count and average time spent across three of the most popular dating apps (Bumble, Tinder and Hinge) has been falling; declining user engagement is a risk to the apps as it may lead to higher cancellation rates and suggests less loyalty to the product
Amongst Bumble, Tinder and Hinge MoM user churn is over 20% for each, given that many users have multiple apps and there are no switching costs
Churn data suggests users are more interested in finding a long-term partner versus simply dating, given lower churn rates at Hinge relative to Bumble and Tinder
The Bumble/Hinge and Tinder/Hinge spreads have been widening, reaching 520bps1 and 390bps, respectively in 3Q22, up from 140bps and 40bps in 3Q20, according to Sensor Tower Consumer Intelligence data
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