A Surge in User Numbers and Spending
The dating market is larger than it was before the pandemic. In 2024, over 350 million people used dating apps worldwide. By the end of 2025, that number is projected to reach over 500 million. Premium features saw 25 million paying users in 2024. Growth is not limited to North America and Europe. India, Southeast Asia, and Africa now add large shares of new app users.
Revenue has reached record highs. The global market reached $6.18 billion in 2024, marking a 15.7 percent increase from the prior year. Tinder, Bumble, and Hinge generated $311 million in April 2025 alone. Tinder led with $171 million that month, a 35 percent increase since January 2024. These three apps collected approximately $4 billion since the start of 2024. Subscription costs for premium access have increased. On Hinge, some subscriptions now exceed $45 per month.
Monetization and Market Leaders
A few apps remain dominant. Tinder is the most downloaded and highest-revenue dating app, earning nearly $1 billion in 2024. Bumble followed at $480 million, then Hinge at roughly $294 million. Hinge’s revenue is growing fastest and could soon pass Bumble for second place if current trends hold.
Most spending happens on iOS devices. About 80 percent of all global dating app revenue comes from Apple users. The user base is young but aging up, with most premium subscribers under age 35. Still, adults over 50 are joining in larger numbers, especially in the United States and Western Europe.
Choices in Modern Relationships
Relationship choices have expanded since the pandemic. Online dating now includes serious relationships, casual dating, long-term dating, and options that blend these categories. Some people are more open to new types of partnership agreements, including open relationships and unique arrangements.
Platforms and online forums discuss the long term effects of sugar dating along with other modern relationship styles. People now compare various arrangements before choosing the path that best suits their personal needs. Conversation about these topics appears on social media and dating app blogs more often than in past years.
Usage Patterns and Demographic Trends
The user demographic is shifting. Usage among younger adults (ages 18–29) increased since the pandemic. Adults over 50 are also more active, due in part to increased adoption of digital technology in these age groups. Gender ratios on apps remain uneven. Most apps report about 60 to 65 percent male users, though Bumble’s targeted marketing has reduced this gap somewhat.
Engagement is up. Daily active users spend about 10 to 13 minutes per session. Many log in three to five times every day. The activation rate, measuring new downloads that lead to active use, sits near 38 percent worldwide. The United States and Western Europe post higher figures. Thirty-day retention is higher than in past years as well. Hinge reports more than 60 percent of North American subscribers renew monthly, compared with about 45 percent before the pandemic.
Public Attitudes and Safety
Public opinion on dating apps has shifted. A 2024 SSRS survey found that most new app users now seek long-term relationships, with about 58 percent of respondents reporting this intent, as opposed to 32 percent seeking casual dating. This trend is seen most in the 25–39 age range.
Safety concerns remain, but some users feel more confident now. In 2024, 47 percent of surveyed Americans said they feel at least “somewhat safe” meeting an online match in person, up from 39 percent in 2021. Women and older adults remain wary of scams and harassment. About a quarter of US users in 2025 reported entering a six-month relationship or longer from an app match since 2020.
Long-Term Trajectories and Revenue Streams
Download activity spiked during lockdown periods, then dipped in late 2021 as more offline meetings became possible. Yet, user activity stabilized at higher levels moving into 2022 and has grown since 2023. Premium subscriptions and renewals also went up, especially as prices rose and platforms introduced more features aimed at paid users.
User interest and commercial activity suggest sustained growth. Platforms target new markets but keep their revenues high with existing users. The inclusion of more people from older age groups and more users from outside Western markets has expanded the dating market’s size and customer base. This growth also supports higher app spending, stronger renewal rates, and increased numbers of users seeking long-term outcomes through dating platforms.
Conclusion
The dating market has undergone a significant transformation since the pandemic, driven by changes in user behavior, expanded relationship choices, and increased digital literacy across all age groups. With over half a billion users projected by the end of 2025 and billions in revenue flowing in, dating apps have cemented their place in global culture. Premium models and evolving monetization strategies point to a maturing industry.
As people seek more intentional connections and platforms cater to a wider variety of relationship types, dating apps are no longer seen as casual tools but rather as facilitators of meaningful partnerships. The emphasis on safety, inclusivity, and user engagement suggests that this trend is here to stay. Whether you’re looking for love, companionship, or a unique form of connection, the modern dating landscape offers more pathways than ever before.
