Redmond, WA, USA – Jan 13, 2024: Assorted dating apps, including Tinder, Bumble, Hinge, HUD, Hickey, Wink, Coffee Meets Bagel (CMB), OkCupid, and Plenty of Fish (POF), are seen on an iPhone.
Around the world, millions of people have given up on the idea of finding love the old fashion way, instead turning to dating apps in search of a soulmate. While most platforms are free to download and use, many now offer premium subscription plans packed with additional features, transforming modern dating into a highly profitable global business.
The search for love is no longer happening in bars, workplaces or through mutual friends, but through algorithms, premium memberships and monthly direct debits.
Online dating is big business
Recently released statistics from Business of Apps reveals over 350 million people use dating apps, with 23 million paying for premium features. Since 2015, revenue generated by dating apps has risen consistently, with the industry now regularly producing more than €5 billion annually.
Although 2025 marked the first notable slowdown, with revenues falling by 1.78 per cent compared to 2024, long-term forecasts for the sector remain optimistic as companies continue to expand internationally and introduce new monetisation features.
The business model behind modern dating apps
The modern dating app economy increasingly relies on a “freemium” model, where basic access is free but the most desirable features sit behind a paywall. This strategy has proven extremely effective, particularly among younger users accustomed to subscription-based digital services.
Companies behind the world’s biggest dating apps continue investing heavily in artificial intelligence, personalised matchmaking and user engagement tools designed to keep people active on their platforms for longer periods. Critics argue that this model can sometimes prioritise profit over successful matchmaking, as apps benefit financially from retaining paying users rather than helping them leave the platform after finding a relationship.
Why men spend more on dating apps
On the apps themselves, there is a real imbalance within the user-base. According to Players Time’s recent analysis of dating apps, men outnumber women on every major platform. Tinder, Hinge and even Bumble – where the women make the first move – all report substantially higher percentages of male users, creating intense competition among men seeking matches and interactions.
Many dating services have capitalised on this imbalance by encouraging users to upgrade to premium memberships. Paid features often include unlimited swipes, profile boosts, advanced filters, read receipts and the ability to see who has already liked a profile. These tools are marketed as ways to improve visibility and increase the likelihood of securing dates.
As a result, men are considerably more likely to pay for premium subscriptions than women. Research from Players Time found that men spend between 145 per cent and 458 per cent more per date than women when using dating apps. In some cases, users may spend hundreds of euros annually on subscriptions, boosts and in-app purchases without any guarantee of finding a long-term partner.
