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Tinder Sees Subscriptions Drop as Consumers Pull Back

Jan 31, 2024 - pymnts.com
Match Group, the parent company of Tinder, reported a 5% decline in paid users to 15.2 million in Q4 2023, with Tinder's user count dropping 8% to 10 million. However, Hinge, another Match Group platform, saw a 33% increase in users to 1.4 million. Despite the decline in users, revenue per paid user grew by 17%. The company attributes the decline to financial challenges forcing consumers to cut back on nonessential services like dating apps.

Looking forward, Match Group expects positive trends in the third quarter of the year, driven by marketing and product initiatives aimed at enhancing the visibility and value of their paid packages. The company also plans to leverage artificial intelligence to improve user experience and attract more users. In addition, Match Group announced a $1 billion share buyback plan amid lower consumer spending on online dating platforms.

Key takeaways:

  • Match Group's Q4 2023 financial results revealed a 5% year-over-year decline in paid users across its platforms, with Tinder's subscriber count dropping 8% to 10 million.
  • Despite the decline, Match Group's revenue per paid user grew by 17%, and the company expects payer trends to turn positive in the third quarter of the year due to marketing and product initiatives.
  • Match Group announced a $1 billion share buyback plan amid lower consumer spending on online dating platforms, with financial challenges prompting many consumers to cut back on nonessential services like dating app subscriptions.
  • The company plans to use artificial intelligence more in its apps to improve the user experience and draw in dating app holdouts, with a long list of product features using the technology expected to boost revenue from subscriptions and other paid products.
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