How Big Is the Dating App Market? 2025 Deep Dive


The dating app industry in 2025 is booming globally, with total revenue hitting $6.18 billion and a user base of over 364 million. Despite a drop in downloads since 2019, the market remains profitable, driven by subscriptions, in-app purchases, and a shift toward niche platforms. In the UK alone, the industry is projected to reach £399 million, with new growth fueled by AI-powered matching, VR dating, and hyper-personalized experiences. While user fatigue and mental health concerns challenge app makers, innovation is keeping the sector alive. This deep dive explores key stats, market leaders, tech trends, and what's next for the dating app economy.

Global Market Size & Usage

The global dating app industry reached $6.18 billion in revenue in 2024, up from previous years—with about 364 million users worldwide, and roughly 25 million paying subscribers Business of Apps. Despite massive scale, app downloads have declined since peaking in 2019, signaling a shift in user behavior and market maturity

Key Usage Benchmarks

  • Retention rate remained low at 3.3% in 2024, slightly up from prior years, but still behind 2021’s 4.1%.

  • Subscription churn is high—over 95% of monthly subscribers become inactive within 12 months.

  • Conversion rates hover around 20% on Google Play, 18.2% on iOS, while user activation falls to just 7% by day 30.

  • Active users average 80 minutes per day on the apps—a number that’s been declining since 2021.

🇬🇧 The UK Market: Trends & Size

Market Stats

The UK dating services industry is projected to reach £399 million in revenue by 2025, growing at a modest 1.2% CAGR over the past five years. Ofcom data shows declining user engagement—Match Group’s services in the UK reached about 2.9 million adults, down from 3.2 million in 2023. Bumble’s reach dropped similarly from 1.7 million to 1.4 million adults in that period.

Future Outlook

Grand View Research projects UK online dating app revenue scaling from $388 million in 2023 to $660 million by 2030, growing at a 7.9% CAGR Strategic Revenue Insights Inc. Subscription remains the largest and fastest growing revenue stream.

Why Users Plugging Out

Burnout and Disillusionment

Platforms like Tinder and Bumble face increasing criticism for addictive design and low fulfillment. A Barron’s report anticipates flat revenue growth for 2024–2025, with Tinder not rebounding until 2027 .
User sentiment mirrors that: around 79–80% of Gen Z users report dating‑app burnout, often citing fake profiles and repetitive experiences.

Mental Health & Body Image

Studies show over 85% of academic reviews link dating app use to negative body image, and nearly half report adverse effects on mental health including anxiety and self-esteem issues.

Innovation: AI, Niche, & VR Are the Future

AI-Powered Matching

Investors and developers are betting on AI to revive engagement. AI-enabled features like predictive matchmaking, video profiles, and chatbots are slated to enhance user retention and personalization across platforms.

Niche Platforms Rising

The shift toward tangible, identity-based social networks is growing. Apps targeting specific communities—like LGBTQ+ (Grindr), faith-based, pet lovers—are strengthening retention and monetizing engagement more effectively.

VR & Video Dating

The pandemic introduced video dating as a norm: 40% of users tried video chats in 2024. Early-stage VR dating, virtual cafés, and gamified shared experiences are emerging as next-generation features.

Top Players & Market Share

  • Match Group (Tinder, Hinge) generated over $3.5 billion in 2024, but revenue from Tinder is expected to decline before rebounding in 2027 .

  • Bumble grew subscription and conversation volumes—boasting 4 million paying users in 2024—but still faces stagnation in active user growth.

  • Grindr posted strong growth in LGBTQ+ markets, with analysts forecasting 20%+ CAGR through 2029.

Globally, North America holds ~35 % of the market, Europe ~25 %, and Asia‑Pacific ~20 % in 2025, with APAC projected to grow fastest due to expanding user bases in China and India.

Why the Dating App Market Still Matters

  • Even with slowdown, dating apps earned $6.18 billion globally in 2024.

  • UK remains a sizeable segment, nearing $500 million+ industry value.

  • Rising demand for AI, VR, and niche experiences offers new product pathways.

  • The emergence of real‑life matchmaking and premium matchmakers (charging $20k‑$150k+) shows users are valuing authenticity over volume in relationships

Summary

Metric2024 / 2025 Highlights
Global revenue$6.18 billion (2024)
Global user base~364 million users, ~25M paying
UK market revenue£399 million ($500M) (2025)
UK market growth rate~1.2% CAGR
User retention~3.3%, activation drops to ~7% by day 30
Future trendsAI matchmaking, video/VR dates, niche apps

Dating apps are still valuable—but today’s winners need to tackle mental health concerns, engagement burnout, and monetization fatigue. Strategic innovation in AI, VR, and user safety paired with niche community experiences could define the next era of growth.























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