Market Data

Global Dating App Downloads and Consumer Spending Just Had Their Best Month Ever

Randy Nelson

In January 2024, spending in top markets increased compared to the previous year, as consumers kick off 2024 searching for love

New year, new you, new love? 

That’s what the spike in downloads of — and spending in — mobile dating apps in January of each year certainly points to. This year, data.ai Intelligence reveals that the category set multiple records for downloads and revenue in the US and beyond. 

Love is Certainly on the Brain as Spend and Downloads Set Records in January 2024

This year, more money was spent in dating apps worldwide than in any previous January. The record amount of $505 million matched the category’s highest monthly spending ever, growing 6.6% from Q4 2023’s monthly average (compared to 2.9% between Q4 2022 and January 2023). 

Year-over-year growth was solid at about 8% but trailed the 17% growth recorded between January 2022 and January 2023 when consumer spend in markets like the UK, Canada, and Australia surged. Record highs in the dating subgenre are particularly notable – our recently released State of Mobile report revealed that only over-the-top (OTT) streaming apps had higher global consumer spending in 2023 among the non-game subgenres.

When looking at dating app downloads, we see a similar pattern with January 2024 exceeding the total from any previous January. Downloads saw a 1.9% increase YoY to 128 million. This is a strong signal for publishers as Valentine’s Day approaches – January is an especially significant month as consumers use the new year for change in their lives and return to dating after the holidays.

Consumers Remain Loyal to Their Dating Apps 

Our analysis also found that the top three US dating apps maintained their market share from January 2023, while others vied for the fourth position. 

The US dating app market is highly competitive, with 28 apps generating over $1 million in consumer spending in January 2024 alone. This competition enables app developers to target niche segments of the dating population, offering alternatives to the most popular apps. For example, apps like Grindr serve the LGBTQ community, and BLK caters to the Black community, providing options for users seeking different experiences.

The leader for spending in the US, Tinder, retained that standing last month with 29.3%, so did Bumble at #2 (14.3%) and Hinge at #3 (9.5%), their shares barely changing. Of the remaining top apps, Grindr improved its share the most YoY, rising from 4.2% in January 2023 to 5.6% last month (a 1.4 percentage point increase).

Although engagement among the top dating apps has been somewhat unsteady in some markets like the US, these download figures (and the associated growth) are encouraging. So are some of the steps dating app publishers take to increase brand loyalty, whether introducing innovation (and differentiating) new features or even starting their own clothing lines.

You’ll Love These Additional Dating App Insights

data.ai’s 2024 State of Mobile Report delves deep into regional and category-level market trends made possible by the more than 1.2 million apps categorized under data.ai’s industry-first Game IQ and App IQ taxonomy and data.ai’s applied ai-driven market data. Claim your copy of the State of Mobile 2024 today!

 

February 14, 2024

Market Data

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