Users Separate from Dating Apps

Key Takeaways:

• In 3Q24, global downloads and MAU growth for the cohort fell 9% and 3% YoY, respectively, as gains at Hinge were outpaced by an 11% YoY decline at Tinder, the largest app, per Sensor Tower estimates. QTD 4Q24 MAU trends remain soft, with MAUs falling 5% YoY, driven by continued weakness at Tinder

  • Trends in the US are even weaker, with downloads and MAU growth for the cohort falling 14% and 8% YoY in 3Q24.

• Further evidence that the sector as a whole faces an uncertain future is the declining resurrected user penetration rate, which has fallen to average of 8.4% in YTD 2024 from 11% in 2020, and though retained user penetration only slid 1ppt in YTD 2024 from 2020, this trend suggests that as retained users leave, fewer of them are returning, especially considering the nearly 4ppts increase in new user ; this has led to a 1ppt increase in churn in the period

• US ad spend is down by 16% YoY in YTD 2024 and channel allocation for dating apps is changing. In 3Q24 spend on TikTok was 24% of the cohort’s budget, down from 44% the prior year, while Facebook and Instagram were 14% and 27% of total spend, respectively, compared to 6% and 12% in 3Q23, respectively

• As 3Q24 earnings season ends, results from the publicly traded dating apps can be compared with Sensor Tower estimates, providing a look into QTD trends

  • Bumble and Match Group continue to see weakness in active user trends, based on ST data, suggesting that 4Q24 reported paying users and revenue could be pressured

  • Grindr remains the most robust of the three publicly traded companies, likely due to its niche focus on the LBGTQ+ community

For more information, request the full report from reports@sensortower.com.