Tinder launched in 2012 as a dating app marketed at a Millennial user base and has gone on to dominate and define the sector it essentially created. Owned by US dating site and app behemoth company Match Group, in 2022, Tinder has been attempting to attract new Gen Z users, as part of its original Millennial user base moved away from the world of online dating.
Despite the ever-increasing competition, in 2022, Tinder is still by far the world’s most successful and ubiquitous dating app, and many of its statistics are spectacular.
Here are some of the most interesting data points around the app.
The Latest Tinder Statistics and Trends in 2023:
1. More than 50 percent of Tinder users are Gen Z members
Tinder has not released precise user age breakdowns in 2022 but has stated that over half of its users are members of Gen Z: born between 1997 and 2012. By introducing more video-focused functions a decade on from its Millennial-focused launch, Tinder has attempted to stave off competition from a new wave of smaller dating apps aimed purely Gen Z.
Apps such as Snack, Feels and Lolly market themselves as purely for users in their late teens to early 20s. Tinder’s efforts to attract younger users seems to be working: while in 2022 a Gen Z user base dominates, as recently as 2020 a lower percentage of people in the US aged 18-29 than those aged 30-44 used Tinder.
Percentage of US adults by age group who use Tinder (April 2020)
- 18-29: 15%
- 30-44: 19%
- 45-54: 8%
- 55-64: 6%
2. 57 percent of Tinder conversations end after one message (according to one small data study)
In 2021 an analyst studied data from hundreds of anonymous Tinder users, and found that 57.27 percent of ‘conversations’ on the app ended after one person sent a message, which was then ignored. While many matches never get to conversation stage, 21 percent of Tinder conversations are started by women, with seven percent started by men. Despite often seeming to have a reluctance to initiate chat, men dominate Tinder’s gender split by a ratio of three to one in the US.
Gender of active US Tinder users (March 2021)
- Male: 75.8%
- Female: 24.2%
3. Tinder has 9.6 million paid subscribers
In Q2 2021 9.6 million people globally paid a Tinder subscription: 17 percent of the app’s total user base of 57 million at the time, most of which used the free version of the app.
Tinder subscription price structures have become a hot topic, after it emerged that the app charged some older users more than younger users for subs, leading to accusations of age discrimination. In 2000 an investigation by consumer group Choice found that Tinder users studied in Australia who were in older age groups were charged more for Tinder Plus subscriptions that users in younger age groups.
In 2019 Tinder was ordered to pay a combined $11.5 million in compensation payouts to up to an estimated 230,000 class members in California, after a plaintiff sued the app over its age-based pricing. Tinder had charged users aged 29 and under $9.99 per month for tinder Gold, with users aged 30 and above paying $19.99. Tinder paid the compensation in small checks plus free Super Likes and Tinder subscriptions. App chiefs agreed to halt age discriminatory price tiering – but only in California.
Number of paying Tinder subscribers globally
- 2015: 700,000
- 2016: 1.6 million
- 2017: 3.1 million
- 2018: 4.3 million
- 2019: 5.9 million
- 2020: 6.6 million
- 2021: 9.6 million
4. Tinder mentions of ‘Zoom’ shot up 30-fold, with ‘DoorDash’ mentions tripling
According to stats from Tinder, in 2020, mentions of ‘Zoom’ in Tinder messages increased by a rate of 30, while mentions of the US home delivery service DoorDash went up by three times. This is reflective of remote dating becoming a huge trend during pandemic lockdowns, but users seemed keen to continue with online meet-ups. According to research conducted by Tinder, 40 percent of Gen Z Tinder users said they would continue to go on digital dates even when venues opened.
Other digital date-related Tinder stats
–20 percent of users had a virtual date with a match before meeting in person
-Mentions in Tinder messages of Animal Crossing, the game in which players can meet up virtually, shot up 30-fold in 2020
–Just under half of Tinder users had a video chat with a match during 2020
Source: Tinder’s Future of Dating report
5. Tinder lets you assign yourself one of nine sexual orientations
In 2019 Tinder launched a function that allowed users to select their sexual orientation on the app, offering nine options: straight, gay, lesbian, queer, asexual, bisexual, demisexual, pansexual and questioning. Tinder has not released statistics about the sexual orientations selected by its user base, but research has suggested that LGBTQ people are more likely to use dating apps than non-LGBTQ people. In one study almost twice as many partnered lesbian, gay or bisexual people than straight people said they’d met their partner via online dating or a dating app.
US lesbian, gay or bisexual adults and dating site/app use
Percentage of partnered adults saying they met their current partner online
- LBG: 55%
- Straight: 28%
Percentage of single adults looking for a relationship or dates saying they use a dating site/app
- LGB: 37%
- Straight: 24%
Source: Pew Research Center (2019)
6. Tinder’s 75 million-strong user base represents nearly a third of the global dating app market
With 75 million users globally in early 2022, Tinder had a 31 percent slice of the global dating app market. Badoo was the closest rival with 60 million users, followed by Bumble, founded by former Tinder marketing vice president Whitney Wolfe Herd, with 42 million. Tantan, a Chinese app heavily ‘inspired’ by Tinder, has 25 million users. In China Tinder ‘officially’ has a user base of zero, being one of thousands of sites and apps blocked by the Chinese Communist Party’s authoritarian censorship programme.
Dating apps’ early 2022 global user base
- Tinder: 75 million
- Badoo: 60 million
- Bumble: 42 million
- Tantan: 25 million
- Match.com: 17 million
- Plenty of Fish: 15 million
- Hinge: 6 million
7. Tinder grossed $392 million in Europe in 2021
While most of Tinder’s user base is in the US, in 2021 the app grossed $392 million from its European user base. This haul made Tinder the top-grossing non-gaming app in Europe that year, although it wasn’t among the top ten apps for most downloads. TikTok was the most downloaded app overall in Europe in 2021, followed by WhatsApp, Telegram, Instagram, Facebook then Zoom.
Global valuations of dating apps (2022)
- Tinder: $10 billion
- Bumble: $4 billion
- Tantan: $3 billion
- Badoo: $3 billion
- Hinge: $2 billion
- Grindr: $0.6 billion
8. 65 billion matches have been made on Tinder
By October 2021, 65 billion matches had been made on Tinder globally. Tinder’s growth over the preceding decade means that far more matches would have been made closer to 2022 than its launch in 2012, but this match total figure averages out at around 550 million matches per month. 2019 figures showed that the app was viewed about two billion times per day globally, while in 2018, 1.6 billion swipes were made on the app per day.
Three more 2021 Tinder swipe stats
Average number of Tinder dates active users went on per week: 1.5
Total number of times Tinder was been downloaded since launch: 430 million
Number of languages Tinder was active in: 40
9. One in ten swipes on Tinder belongs to a brand
Tinder has monetized itself beyond subscription fees by allowing brands to place adverts between user profiles, that users can swipe on. In 2021 one in ten swipes made on the app were reportedly made on brand profile adverts such as these. One of Tinder’s first major forays into brand marketing and advertising came in 2015, with Bud Light beer. For the campaign, Tinder users could swipe on a Bud advert then enter a competition to win a trip to a US town called Whatever.
Three other Tinder marketing campaigns that made impact
In 2015 a campaign to promote the film Ex Machina at Austin, Texas’ South by Southwest Festival saw male users match with Ava: the beautiful robot star of the film. Many users chatted on the app with their new AI match before realising she was not human.
Capitalising on many singletons’ desire for comfort pizza on Valentine’s Day, in 2014 Domino’s Pizza launched a Valentine’s campaign on Tinder. Users who matched with the firm’s profiles could win edible freebies and deals.
Also in 2014, US TV network Fox promoted its show The Mindy Project by putting profiles of the characters in the show on the app. Instead of finding a potential love match users were urged to watch the show, leading to accusations that the campaign was “noxious”.
10. One more special marketing case: 1,500 Tinder matches with dogs were made in 24 hours
In 2014 the advertising agency Bartle Bogle Hegarty launched a Tinder marketing campaign that led to the adoption of many canines. Tinder users in New York could swipe right on photos of dogs from the Social Trees Animal Rescue, before potentially becoming their owner. The agency said that 1,500 people matched with ten dogs in the first day of the campaign. In 2021 dog adoption success was also seen in Germany. The Munich Animal Welfare Association became posting photos of dogs on Tinder profiles, saying there was an “insane” response to the 15 pooch profiles created.
20 Best Tinder User Stats
11. A Tinder User Spends 90 Minutes Daily on the App
Based on the survey from builfire.com, a Tinder user spends 90 minutes on the app, searching for matches, modifying their profile, or messaging each other during a typical day.
On average, this time is divided into small chunks as users log at least 11 times a day. Men spend approximately 7.2 minutes in each session, while women spend a bit more (around 8.5 minutes).
12. Tinder's Users' Marital Status
According to the data gathered from Global Index, the users' marital status spans around married, divorced, single, or in a relationship. About 54% of users reported to be single, 12% of them in a relationship, while 30% were married and only 3% result divorced.
Source: Global Index
13. Women Tend to Swipe Right Less than Men
Men swipe right more than women, around 46% of the time, while women swipe right only 14%. This statistic brought from New York Times shows that men are less selective than women when choosing their potential matches.
14. Why Do People Use Tinder?
9,761 millennials were surveyed regarding their use of Tinder, and it turned out that their motivations were categorized into four main types:
- Looking for a hookup (22.22%)
- Looking for a relationship (4.16%)
- Confidence-boosting procrastination (44.44%)
- Other reasons (29.16%)
Another study on the same topics revealed that only 15% of women used Tinder for one-night stands, while around 49% admitted to using it for this purpose. What's worth noting is that women took a lot more time to decide.
Source: LendEDU and Queen Mary University of London
15. Most Opted Interests Include Work, Dog, Travel, Movies, Adventure, Food, Outdoors, and Music.
Katie Hempenius, a software engineer at Google, conducted research and gathered data from 10,000 US Tinder profiles, with the average age being 26 years old for males and 23 years old for females. As a result, the most common chosen interests were:
Regardless of how basic these choices seem, they rank as the most common ones and are of no wonder as these are interests that unite us. Others like Beer, Cooking and Sports, and Coffee aren't left behind either but constitute a smaller user base.
Source: Katie Hempenius
16. 15% of Tinder Users Have a Post-Graduate Degree
Education is not yet a strong determinator of how a relationship goes since charisma and personality matter more, but if we were to compare the preferences of the two genders, women pay attention to education qualifications when searching for a partner.
Studies reveal that around 15% of these Tinder users have postgraduate degrees, and 16% hold a bachelor's degree. Having a degree will boost a chance of getting the right swipe but creating a strong dating profile makes the difference in choosing to swipe right or left.
Source: Morning Consult
17. For Over 85% of the Indian Women, Education Is a Major Factor When Dating on Tinder
Countries like India have firmer views regarding relationships compared to others. Most Indian women start chatting with the purpose of finding a life partner, and that's why they are serious about the characteristics they want in their partner. Education is a fundamental characteristic before analyzing other traits like hobbies, physical appearance, etc.
According to research conducted on over 1500 single Indians on Tinder, the results conclude that 86% of men would swipe right whenever they encounter a well-built profile with attractive pictures. On the other hand (85%), women wouldn't swipe right without checking their educational qualifications. As per other statistics, such as who takes the first step to start a conversation, 50% of the surveyed participants claim it doesn't matter who messages first.
18. Tinder Accounts for Over 30 Million Matches Per Day
Since its early days, Tinder has gained massive attention from users, and millions of matches have been made. In its early days, Tinder accounted for four million matches daily. However, during the years, their algorithm had to change in order to keep bots and spammers away. The improved algorithm identifies as spammers those who swipe on profiles without paying attention or push their profiles into the low interactivity zone.
This means that matching statistics are close to reality. In 2014, over a billion swipes were made on Tinder, resulting in 12 million matches daily, which quickly rolled to 30. Currently, in 2022, Tinder boasts over 60 billion matches across 190 countries.
Source: Colao, CNBC, and Tinder
19. Over 72% Of Tinder Users Say They're Open-Minded About Interracial Relationships
Dating apps have been blamed oftentimes for causing diversity problems, but Tinder's research revealed that users' mindset has completely changed. The survey-based on the opinion of over 4,200 adults ages 25 to 45 years old, who was majorly from the U.S, France, Australia, and the U.K., states that users have gotten more open-minded in regards to online relationships.
Around 72% of participants voted Tinder as the “most radically diverse” dating app in the industry. When asked the same question about other apps, the response classified Hinge as the least diverse app (3%) and Bumble in the middle, with only 8% vouching for its diversity. Around 70% of these participants claimed to be open-minded toward interracial marriages.
Source: Morar HPI
20. Each Month Tinder Scores Approximately 3.6 Million Downloads
Users seemed to have an increasing interest in using Tinder as their primary dating app, as the app tops all of its competitors so far. The app that is claimed to have attained 430M+ downloads since its launch is growing at a tremendous rate, with around 3.6 million downloads per month.
According to research from 2019, the second dating app is Badoo, with around 2.3 million downloads per month. The Android dating app has gained popularity over time as one of the most downloaded dating apps for Android apps, but this spot was taken by Tinder in 2020 when it became the most downloaded dating app for Android devices with 2.6 million downloads in one year. Other dating apps that are competing with Tinder are:
- Happn (985,000 downloads)
- MeetMe (927,000 downloads)
- OkCupid (779,000 downloads)
- Bumble (504,000 downloads)
Source: Statista, 2021; Airnow PLC, Tinder and Tankovska, 2021
21. 70% of Tinder Users Take Safety Seriously When Having Sex with a New Partner
Research reveals that online daters are more attentive than offline daters when it comes to protection. Statistics debunk the myth that dating apps like Tinder are filled with people who share STDs and have careless relationships.
Over 70% of Tinder users admit to using condoms when having sex with a new partner for the first time. Positive results came from a questionnaire focused on offline daters, 58% of which claimed the same thing.
Source: Tinder and Moar Consulting
22. Regarding Political Views, 16% of Tinder Users Identified as Liberals
Those searching for a partner with the same political views can rest assured that they will find one because Tinder is home to daters of almost all stances. With 13% of its users identifying as Conservatives and 7% identifying as Moderates, the chances are that users will find the one they are looking for.
And if you're wondering whether or not political views affect the fate of a relationship, researchers at Pew Research found that for 71% of the supporters of the Democratic Party surveyed, having voted for Donald Trump would be an immediate dealbreaker.
Source: Morning Consult and Pew Research Center
23. Heterosexual Women Had 52% Success Rate on Tinder
Engineers at Rentify conducted research with around 100 profiles to see which gender, between heterosexual men and women, would have more success in receiving the right swipes when shown to potential matches.
Heterosexual women had a 52% success rate with their profiles, while heterosexual men had a 16% success rate, which was significantly lower compared to women. Homosexual men, on the other hand, had much more success (35%) compared to heterosexual men.
Source: Business Insider
24. Tinder Isn't Only for Sex – 80% of Users Not Engaged in Sexual Activities Using the App
Dating apps are seen as spaces where you can find only people interested in having quick hookups, but statistics show quite the contrary. Over 80% of users surveyed admit to not having had any type of sexual activity with matches they met on Tinder.
Another study conducted by the Norwegian University of Science and Technology concluded that the percentage of Tinder users who were engaged in any type of sexual activity only once was 13%. Another low percentage of users (3%) admitted to having two experiences, and only 4% had surpassed this number.
25. 50% of Tinder Matches Have Met IRL.
Michael Rosenfeld, a Stanford sociologist, has proved that online dating surpasses the effectiveness of traditional matchmaking or meeting partners through friends or family. His research came to the conclusion that over 39% of couples he surveyed had turned an online relationship into a real one by deciding to meet face-to-face with one another.
As per Tinder specifically, research shows that women tend to get more matches for a potential real-life date (124) compared to men, who matched only with 111 women. However, the most important part is that 25% of these participants admitted to being in search of a serious relationship.
Sources: DailyMail and Standford News
26. 84% Say That Spotify Playlists Are a Must to Finding Their Ideal Matches
Music has that electrifying effect that couldn't be underrated in dating, as it has the power to bring people closer to each other. Tinder users, especially Gen Z, have higher chances of matching someone if they share their favorite playlist in their Tinder bio (84%).
Music taste is ranked over other interests that were thought to be primary, such as appearance (64%), political beliefs (61%), and having a sense of humor (48%). Connecting Spotify to your Tinder profile allows users to listen to the music you've displayed and then give you a right swipe if they like it.
27. Tinder Claims Currently an Average Matching Rate of 1.63%
The matching rate on Tinder seems to be still low even after the algorithm improvements. According to Wikipedia, 1.6 billion swipes per day lead to an average of 26 million matches daily (approximately). This leaves us with a match rate of less than 2% (1.63%).
It's no wonder women have more success than men with matches, even though men swipe right the most. Women have a match rate of 10%, while these numbers sit around 0.6% for men.
Source: MarketWatch and Wikipedia
28. Tinder Accounts for Over 1 million Weekly Dates
It's fair to ask how many of these virtual matches turn into real-life dates. This number is considerable and explains why Tinder remains one of the most popular apps. The app claims to help organize over 1.5 million dates per week, which means 3 million people going on dates. Not bad for now, as these numbers will definitely be rising in the future.
Source: Tinder Press Room
29. Los Angelos Records the Highest Tinder Passport Usage
Tinder offers a helpful feature known as Passport to help daters travel virtually to their favorite places of the world to match with their ideal dates. The feature is available to premium users and lets them change their location to virtually anywhere globally.
The feature was made available for free for one month during April 2021 to all users, leading to a new record in matches. It recorded an unusual number of daily matches on April 24 (around 55M), and an overall number of 1.4 billion matches. These cities recorded the highest use of the Passport feature:
- Los Angeles, California, USA
- New York City, New York, USA
- London, England, GBR
- Paris, Île-de-France, FRA
- Miami, Florida, USA
- Tokyo, Tokyo, JPN
- Seoul, Seoul, KOR
- Stockholm, Stockholm, SWE
- Amsterdam, North Holland, NLD
- Moscow, Moscow, RUS
Source: Tinder Press Room
30. Men Take Less Time to Reply Compared to Women
According to the statistics brought by Tinder User Activity, we can indicate that women take more time to message compared to men. When comparing how many users message one another within 5 minutes, we see that:
- Less than 20% of women message in 5 minutes (18%)
- Around 60% of men message in 5 minutes (63%)
If we consider the standards women follow and the fact that they receive more matches compared to men, it makes sense that they reply later. It's more common for men to text first, even though this is reversing in recent years with the use of dating apps like Bumble, which is women-centric.
Source: Cornell University, A First Look at User Activity on Tinder.
Tinder Revenue Statistics
31. Quarterly Tinder Revenue
The quarterly revenue of Tinder has been on the rising with a mild lowered growth during the first quarter (Q1) and second quarter (Q2) of 2020 (from $299 million to $305 million).
The most whopping growth in terms of quarterly growth was during the second quarter (Q2) to the third quarter (Q3) of 2020 (from $305 million to $351 million). Currently, the most recent registered value is for the first quarter (Q1) of 2022, which stands at $456 million.
32. Annual Tinder Revenue
The annual growth of Tinder has been rising with no massive downfall. From the registered data, we see that the company has grown 18% in the two recent years (from 2019 to 2020).
2015 – $47 million
2016 – $169 million
2017 – $403 million
2018 – $805 million
2019 – $1.15 billion
2020 – $1.4 billion
Source: Statista and BusinessOfApps
33. Tinder Market Share in the U.S.
The company owns 32% of shares in the dating market in the U.S., among other dominating companies like Bumble (22%), Hinge (15%), and Plenty of Fish (14%). Tinder has firmly maintained its position in the dating apps industry for the U.S. audience for about five years so far (2022).
Other apps that are slowly growing in the market are:
- Zoosk (2%)
- Match (4%)
- OkCupid (4%)
- Badoo (6%)
- Grindr (7%)
34. Tinder Accumulated a Direct Revenue of $1.4 Billion in 2020.
The company has seen steady growth over the years, as we noticed from the quarterly growth. It made only $45 million in 2015 (three years after launch), but those numbers amounted to $1.4 billion five years later (2020).
35. In 2020 Tinder Grew Its Revenue By 18%.
Tinder experienced one of the best years in 2020, with its proceeds growing by 18% in contrast to the previous year (2019) when it experienced only 6% growth.
In 2020 Tinder accounted for 50% of revenue for Match Group, Inc, the parent company that also owns other apps like Hinge, OkCupid, and PlentyOfFish.
Source: Statista and SensorTower
36. In January 2021, Tinder Reached $65 Million in Revenue.
The Tinder stats registered an increase to $60+ million as of the first month of 2021. This revenue was mostly generated from North and Latin American users contributing to around $31 million. The second-largest user base was in Europe, Africa, and the Middle East, amounting to $24 million together. Then, the Asia Pacific brought the least amount of revenue with $9 million.
37. In 2020, Tinder's Average Revenue Per User (ARPU) Decreased by 2%.
Even though the company amounted to an 18% growth in revenue in 2020, it faced a decrease of ARPU by 2%, as reported to its investors, in the second quarter. However, this loss was compensated quickly with the release of new features.
This new feature was the Tinder Platinum package through which the company was aiming to increase the revenue back. The launch did well, but Tinder Gold still accounts for most of the company's earnings and remains one of the users' favorite packages.
38. Over 51% of Tinder Users Are Paid Subscribers
Overall, paying users in the dating space accounted for around 15% (14.48%) of online dating users in the U.S. in 2020. This number is estimated to reach a full 15% percentage in 2024. Tinder is the only dating app so far to have more paid than unpaid subscribers.
Statista conducted a survey to find the percentage of paid users in dating apps, and it found out that Tinder was pioneering with 51% percent of paying users. In the second place comes Bumble with 32%, and then Match with 31% of paying users. Other companies have lower percentages of paying users:
- eHarmony (28%)
- OkCupid (24%)
- PlentyOfFish (21%)
- Hinge (20%)
- Grindr (17%)
International Tinder Stats
39. Tinder Was the Most Installed Dating App in Europe in 2020
Tinder registers most of its users in the U.S., but it is widely used extensively even outside the U.S. Its largest competitor outside Europe is Badoo which is downloaded nearly as much as Tinder in countries in Europe, where people are less likely to pay for dating apps.
Tinder accounted for 1.64 million downloads in Europe for March 2020, noting a 4% increase compared to the previous year. Badoo came the second with around 1.63 million downloads which accounted for a 13% increase in installs compared to 2020. Other dating apps (ranked by the most downloaded) were:
- Meet Singles Nearby
Source: Sensor Tower
40. Tinder Is the Second Most Visited Dating Site Worldwide as Of April 2022
Badoo received over 105 million visits during April, which makes the dating site (badoo.com) the most visited during April. Tinder (tinder.com), the best-performing dating brand under the Match Group portfolio, was registered the second, with nearly 95 million visits.
After these two sites, we have Plenty of Fish (pof.com) receiving nearly 32 million visits in April and OkCupid with almost the same amount of visits (with a difference of 380 thousand visits). Other apps in the list were:
- internationalcupid.com (20.4 million visits)
- beboo.ru (17.61 million visits)
- match.com (16.69 million visits)
- ashleymadision.com (14.79 million visits)
- mamba.ru (11.26 million visits)
- oneamour.com (2.96 million visits)
41. In January 2021, Tinder Was the Most Downloaded Dating App Worldwide
The dating industry has over 1,500 dating apps to date, and Tinder has kept its place as the most downloaded one on an international scale during January 2021. The app received over six million downloads during this month.
42. US and U.K. Accounted for the Majority of Tinder iOS Revenue as of June 2021
The Tinder app was launched for iOS devices in 2012, and since then, it has been downloaded worldwide with constant increases. The U.S. was the leading market with $12.44 million in June 2021, followed by the United Kingdom, bringing $2.87 million. Other leading countries worldwide that account for most of the app revenue on iOS were:
- Germany ($2.75 million)
- France ($1.49 million)
- Canada ($1.46 million)
- Netherlands ($0.66 million)
- Switzerland ($0.64 million)
43. 34.5% of Tinder users in the U.S. Open the App Daily
Statistics show that the U.S., the country from which Tinder reaps most of its revenue, has an active audience of 34.5% of users who use the app daily. This is concerning Android devices. This number expands to 68.9% when we analyze the percentage of monthly active users.
Tinder's Business Stats
44. Tinder's CAGR Increased by 123% (2015-2020)
The revenue increase of Tinder brought the Match Group 50% of its overall revenue in 2020 ($1.15 billion). We should consider that the parent company owns over 137 apps, and Tinder only could make as much as their other 68 apps together. This indicates that the company has progressed a lot during these years, noting a CAGR increase of 123% from 2015 to 2020.
45. Paying Users Increased by 17% During the First Quarter (Q1) of 2022
In the first quarter of 2022, according to its quarterly release, Tinder registered growth in paid subscribers by 17%, even though there was an elimination of age-based discounts for users. This brought an increase of 1% in the RPP (Revenue Per Payer) and an increase in the Tinder Direct Revenue by 18%.
Source: Match Group
46. Tinder Was Ranked As The 2nd App in Apple App Store for iPhone Devices by Revenue in Feb 2022
While TikTok is booming, this hasn't faded the use of Tinder but only ranked it as the second app in regards to revenue in February 2022. During this period, the app generated $23.68.
47. In April 2022, Tinder Topped as The Most Used Social Media App in Hong Kong
Asian cities like Hong Kong have become more open to online dating, with 46% of participants surveyed in research admitting to having used online dating apps in Hong Kong at least once.
This explains why Tinder was ranked the highest-grossing social media platform in Hong Kong in April 2022, accumulating around $150,600 in earnings. Another interesting fact is that six out of the ten highest-grossing social media apps in Hong Kong were dating apps.
48. Tinder's Parent Company Acquired Hyperconnect for $1.73 billion
Match Group, Tinder's parent company, announced its biggest acquisition, that of the Seoul-based start-up company Hyperconnect for $1,725 billion on 10 Feb 2021. This acquisition followed an increase in Europe RPP (Revenue Per Payer), APAC (Asia Pacific), and other RPPs.
Hyperconnect is a video-technology and social discovery company primarily known for Azar and Hakuna Live apps. Tinder promised to enhance its video and voice chat features for an improved experience.
Source: TechCrunch and Match Group
Tinder Advertising Stats
49. Tinder Partnered Up with Netflix in the Marketing Campaign for Dating Reality T.V. show Love is Blind: Japan
The company found its ideal partnership with Netflix while the movie giant advertised its dating reality T.V. show in Japan. In a survey conducted in 2020, Tinder was the fifth most popular dating app in Japan, with Pairs and Tapple at the forefront.
This campaign brought in more traffic and engagement in the app and a surge of new users. Regardless of the pandemic times, the Match Group, Tinder's parent company, looked for ways to push the app further in this market.
Source: Statista and Match Group
50. #Whatever Was the First Sponsored Ad Campaign On Tinder
Besides subscription plans and à la carte purchases, another way for Tinder to make money is similar to the majority of social media channels: through paid ads. Brands
The first advertising campaign in the app was from the American-style lager brand, Budweiser, in 2015. The campaign was mainly done to test the waters of advertising for Tinder, and it resulted in massive engagement for the brand.
51. Launching an Advertising Campaign on Tinder Can Cost Over $5,000
Even though Tinder makes most of its recurring revenue through paid subscription plans, brands can also advertise on it. The price of the Tinder campaign is not exactly measured since the company hasn't made public any cost, but they can add up to $5,000 per single campaign.
One way to get your advertisements shown on Tinder is through the Facebook (Meta) Audience Network. The ads are mixed with users' profiles and show up when users swipe.
Source: Meta and Appinventiv
52. Domino's Advertised on Tinder for the Valentine's Day
The purpose of Tinder is to bring single people together into short or long-term relationships. The purpose of Domino's is to sell pizza. So what's the connection between the two?
Well, if you're single, food can somehow relieve the pain of not having a partner. But more than this, the brand made the deal a bit sweeter by offering free pizza and discounts to Tinder users matching on Feb 14th. As reported by the advertising agency in charge of this campaign, Iris Worldwide, they could reach over 230,000 people.
Source: Iris Worldwide and CampaignLive
53. Atlanta Hawks Used Tinder Ads for Their Match on 7th Jan 2015
It appears that Domino wasn't the only brand to fall for the potential of Tinder Ads. The basketball team, Atlanta Hawks, initiated the campaign to promote its match against the Grizzlies while encouraging fans who matched to watch it together.
Named The Swipe Right Night, the campaign gave matched users the chance to sit in the Atlanta Hawks' “Love Lounges” together to watch the game. The campaign was successful and was touted around the press, bringing more and more engagement.