GRINDR: UK Revenue Driven by New Subscription Strategies and Strong Engagement

Key Takeaways:

• As of the end of 2023, Grindr's revenue-per-download (RPD) in the UK reached nearly $40, the highest among leading LGBTQ+ and general dating apps, highlighting its strong monetization capabilities

• Grindr's newly introduced weekly subscription resonated strongly with its user base, securing second place in the app’s UK IAP rankings through YTD 2024. This strategy contributed to a 17% YoY increase in IAP revenue in the UK in 1Q24 and approximately 30% globally

• Grindr leads its competitors in user engagement metrics such as average minutes per week, retention rates, and the ratio of daily active users to monthly active users (DAU/MAU). In 1Q24, Grindr users in Western markets spent about 80 more minutes per week on the app compared to users of non-LGBTQ+-specific apps like Tinder and Bumble

• Since its UK launch in May'23, Grindr.com has seen a notable increase in user engagement. By 1Q24, the average time spent by UK users on the site rose to over 13 minutes, up from 8 minutes in 2Q23

• Despite Grindr's market dominance, there is notable user overlap with niche dating platforms like Pure and Plenty of Fish (11-13%) and larger platforms such as Tinder and Badoo (about 10%). These larger platforms could potentially challenge Grindr's dominance if they intensify their focus on LGBTQ+ segments

  • However, according to Sensor Tower’s Audience Insights, Match Group was not a top advertiser targeting Grindr’s user base in the UK in the last 90 days. This contrasts with its ad strategies in the US, Germany, and France, where Match Group was among the top advertisers targeting Grindr’s users during the same period, highlighting potential missed opportunities for growth

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