Swiping Right: How Tinder Might Be Changing the Dating App Game in Asia

Since the release of Tinder in 2012, western markets have driven the growth and success of the app. However, Match Group, Tinder's parent company, has expressed plans to expand its footprint in Asia. Sensor Tower data and estimates can be a vital tool for situating and understanding Tinder and Match Group, as well as the larger dating category, in Asia.

According to Sensor Tower Store Intelligence estimates, eight of the top 10 grossing countries for Tinder since the app started monetizing in 2015 have been western markets. Tinder's dominance in these regions has also changed the landscape of the mobile dating scene. In the United States, Tinder's largest market in terms of revenue, many other popular dating apps have adopted very similar core user experiences and monetization models. Tinder has a robust platform for free users and also employs a "double opt-in" model to match users, requiring both users to "opt-in" for contact. After Tinder's release and subsequent success, many of the top dating apps in the United States have followed suit and implemented similar mechanics to Tinder, including Bumble.

Some apps market no swiping as a key feature in their app descriptions.

This model is so prevalent in the U.S. that some apps are actually highlighting a more traditional "single opt-in" model as a point of differentiation in the dating market.

Tinder's success also highlights the effectiveness of the app's monetization model. Tinder monetizes with premium subscription services and a-la-carte features. Specifically, the app offers two levels of subscriptions, "Tinder Plus" and "Tinder Gold", as well as microtransactions for "Super-Likes" and "Boosts", which are one-time use purchases. This is a popular monetization method for western dating apps, regardless of app mechanics. For example, Match does not use a swiping or a double opt-in mechanic, but still employs both subscription and microtransaction-based in-app purchases.

Sensor Tower Ad Intelligence shows that many of Clover's ongoing ad campaigns on YouTube emphasize its differences from Bumble, a popular double opt-in dating app.

However, looking at Asian markets such as Japan or South Korea, dating apps are often driven only by a-la-carte microtransactions rather than subscription models. For example, the top three earning non-Tinder dating apps in South Korea—WIPPY, Amanda, and NoonDate—only utilize microtransactions to monetize. Even looking at Tinder alone, the top in-app purchase on iOS for its highest earning Asian market, Japan, is for "5 Super Likes", rather than "Tinder Plus" or "Tinder Gold" as in the U.S. market.

Something else to be on the lookout for is the release of Tinder Lite. Tinder Lite was first publicly announced during its 1Q19 earnings call and is a lightweight version of the app for markets with constraints on mobile data. Other "Lite" apps, such as Uber Lite and Facebook Lite, have experienced success in markets in Asia, including India and Indonesia, and LATAM regions including Brazil and Mexico.