How Do Dating Apps Make Money?

Want to know how to monetize a dating app?

A lot of people often wonder how dating apps make money and in this guide, we shall be answering everyone’s doubts and queries.

It goes without saying that the recent rise of the online dating market has attracted people from across the world to build their own solutions. Though still confused about the monetization bit.

We are here to help you with that.

Let’s get started with the overview of the dating market and then we shall be looking at everything else related to the same.

Dating App Market Statistics

There are a lot of businesses and startups that want to create a dating app.

But why?

Well, the dating app industry as we know it today is larger than ever. The market for dating apps is worth billions with the number of users growing at an amazing rate.

Take a look at some online dating statistics to learn more about the same.

• The global online dating market is expected to reach $58.8 billion by 2027.
• Gen Z users are more likely to pay for dating apps than older generations.
• Dating-related eCommerce is a growing trend, with apps offering virtual gifts, event tickets, and merchandise. Bumble’s Honeycomb earned $3.4 million in Q3 2023.
• Convenience and value are key factors influencing a user’s decision to pay for premium features.
• 78% of dating appsuse a freemium model, offering basic features free and charging for premium options.
• 50% of app usersare willing to pay for dating apps, highlighting the potential for monetization.

Amazing, right?

Well, while it is easy enough to make a dating app, the hard part is revenue generation, leading to the question “How do dating apps make money?”.

Let’s answer just that in the section below.

How Much Money Do Dating Apps Make?

With the industry generating over a billion dollars as a whole, people can’t help but wonder, how much money do dating apps make?

In this section of the blog, we shall be discussing looking at top dating apps and how much money they make.

Let’s get right into it:

1. Tinder: How Tinder App Make Money?

Let’s start with Tinder, the pinnacle of dating apps in the market today.

As per the latest statistics, the undisputed king raked in a whopping $1.2 billion, making it one of the highest-earning dating apps in the market.

So how does the Tinder app make money?

Well, Tinder app revenue models are as mentioned below:

• Freemium: Limited swipes, likes, matches per day; Premium subscriptions (Tinder Plus, Tinder Gold) for unlimited swipes, boosts, seeing who likes you, etc.
• In-App Purchases: Super Likes to stand out, Boosts to increase profile visibility.

2. Bumble: How Bumble App Make Money?

Bumble is a dating app made for “women”.

And this women-driven app buzzed with $800 million in revenue. Speaking of the revenue model of dating apps, it has a rather unique one.

Here, women make the first move, attracting a quality user base willing to pay for premium features like extending matches and seeing who likes them.

• Freemium: Limited swipes can only message matches who have already liked you; Bumble Boost subscription for unlimited swipes, Beeline, rematch, extend matches, Spotlight Boost.
• In-App Purchases: Bumble Coins for Super Swipe, Incognito Mode, and Additional Spotlight Boosts.
• Partnerships: Brand collaborations, events, merchandise.

3. Match.com: How Match.com App Make Money?

A veteran in the space, Match.com held steady with $500 million in revenue.

Its focus on serious relationships and compatibility-based matching attracts a mature audience willing to invest in premium memberships for enhanced search filters and communication tools.

And here are the ways to monetize a dating app like match.com.

• Freemium: Limited communication features, search filters; Premium subscriptions for unlimited messages, advanced search, read receipts, etc.
• In-App Advertising: Targeted ads are displayed throughout the app.

4. Hinge: How Hinge App Make Money?

Who hasn’t heard of Hinge?

Hinging on meaningful connections, this app saw its revenue soar to $300 million.

The curated matches are based on shared interests and values resonate with users who pay for premium features like sending unlimited likes and seeing who likes them back.

• Freemium: Limited daily likes, sending “roses”; Premium subscriptions for unlimited likes, sending roses, seeing who likes you, etc.
• In-App Advertising: Non-intrusive ads displayed in specific locations.

5. OkCupid: How OkCupid App Make Money?

This OG dating app kept it real with $250 million in revenue.

So how does OkCupid make money in the ever-growing dating app market? well, here are their monetization models below:

• Freemium: Limited personality quiz questions, search filters; Premium subscriptions for incognito browsing, advanced search filters, priority likes, etc.
• In-App Advertising: Targeted ads displayed within the app.

6. Plenty of Fish: How Plenty of Fish App Make Money?

Let’s talk about “PlentyOfFish”.

This free-to-use app swam to $200 million in revenue.

Its large user base and diverse demographics attract advertisers, generating revenue through targeted ads and sponsored profiles.

• Freemium: Can contact anyone, limited ads; Premium subscriptions for ad-free experience, priority placement in search results, etc.
• In-App Advertising: Banner ads, video ads, sponsored profiles.

7. Coffee Meets Bagel: How Coffee Meets Bagel App Make Money?

Coffee Meets Bagel takes the unique approach of sending daily curated matches entices users to pay for additional “beans” to unlock more matches and extend connections.

This curated dating app brewed up $150 million.

And here are its monetization models in the flash.

• Freemium: Limited daily “beans” to unlock matches and extend connections; Premium subscriptions for more beans, priority likes, invisibility mode, etc.
• In-App Advertising: Occasional non-intrusive ads.

8. Badoo: How Badoo App Make Money?

Badoo focuses on local connections and a freemium model with optional premium features for incognito browsing and chat filters, attracting a budget-conscious, location-driven user base.

This global player ignited $100 million in revenue.

An easy-to-understand breakdown of how badoo makes money is, as mentioned below:

• Freemium: Limited messages, profile boosts; Premium subscriptions for unlimited messages, incognito mode, chat filters, etc.
• In-App Advertising: Banner ads, video ads, sponsored profiles

9. eHarmony: How eHarmony App Make Money?

eHarmony, a well-known dating platform, has a rather unique dating app revenue model.

Seeking everlasting love, the app matched its way to $80 million in revenue.

Its long-standing brand and compatibility-based matching algorithm attracts users willing to pay for in-depth personality assessments and premium communication tools.

• Freemium: Limited communication features, personality quiz access; Premium subscriptions for unlimited contacts, detailed personality reports, compatibility matches, etc.
• In-App Advertising: Subtle ads are displayed in specific app sections.

Popular Dating App Monetization Strategies

It’s finally time to answer “How to monetize a dating app?”

Here, we shall be going through popular app monetization strategies that you can embed in your app.

With this said, let’s look at the top models and more.

A] Subscription – Freemium

“Freemium Model” is the most popular way to make money with dating apps.

Today, over 78% of dating apps use a freemium model, offering basic features for free and charging for premium upgrades.

For those who don’t know, here’s how it works:

The freemium model, as the word itself, is made up of two “FREE” & “PreMIUM” parts of apps. Users can download and use the free version as they please, but the more advanced features and premium parts of apps are locked away. Users can subscribe to the same, opening door to better convenience, value, data privacy, and security.

Amazing, right? Well, that’s exactly why every other dating app is so crazy about it.

Speaking of which, what makes this one of the proven dating app monetization models is the freedom it offers. You can create tiered subscription models and decide the prize. While on average the subscription cost is $15, it varies by niche and features.

Subscription apps in the dating industry are quite successful. And it is expected to reach $5.8 billion by 2025 in the US alone.

The best part is, that Gen Z users are more likely to pay for dating apps than older generations.

Done right, you can make millions with one of these dating app monetization models. But there are more, let’s continue.

B] Paid Apps

There are a lot of different money-making ways for dating apps.

But let’s talk about one of the oldest and most successful ones, the paid apps.

Also known as one-time payment models, this is less common than freemium, but popular in niche markets and for apps with unique features.

In other words, if you are building another generic dating app, you may not go with this way to monetize the app, however, if you are going for niche-specific ones – for instance, LGBTQ dating apps – this is the one to go for.

Diving a little deeper into the paid dating app monetization model, the average download cost is around $5 and it can vary depending on features and target audience.

With all the benefits it offers, there are some challenges as well. For instance, initially, it’s difficult to attract users initially, overcoming free app alternatives.

But then again, it also provides higher upfront revenue, a more engaged user base, and less churn.

C] In-App Advertising

Advertising has been one of the top dating app monetization models ever.

This is how apps like Yubo, Bumble, OkCupid, and all other major dating apps make money. In fact, if a dating application is using another monetization model, they also use this one in addition to it, ramping app revenue generation.

One example of this is integration with a freemium model, where dating apps show ads in the free version but they are taken away with a subscription.

Average advertising revenue per user (ARPU) varies widely but can be significant for popular apps. Tinder’s Super Likes brought in $1.2 billion in 2020.

Now, it’s a simple enough strategy and a tested dating app revenue model.

However, balancing user experience with ad placements and targeting relevant ads without being intrusive can be a bit of an issue at times.

But then again, if it’s done right, it gives many benefits including an additional revenue stream, and can be free for users.

So, if you are asking how free dating apps make money? This is the answer.

D] eCommerce Integration

Take a look at the dating app trends-powered monetization model.

eCommerce platform integration with dating apps.

This has recently been seen in the Grindr app which has its own in-app store where users can buy virtual gifts, event tickets, and merchandise. This has proven to be a great dating app monetization model.

Another example is Bumble’s Honeycomb earned $3.4 million in Q3 2023.

Potential benefits include a diversified revenue stream, enhanced user engagement, and creating brand loyalty. But there are also some challenges like ensuring a seamless in-app shopping experience and maintaining a focus on core dating functionality.

In any case, with the recent eCommerce platform development trends and how easy it is to integrate different solutions, this is very much possible (without breaking the wallet).

If you have the resources for it, you should definitely go for it.

E] Partnership

Lastly, we have the least common yet amazing answer to “How to make money with dating app?”

We are talking about “Partnership”

While this is less common compared to some other models on the list, it can be effective for specific app goals.

For example, it can open doors to the opportunity of partnering with local businesses for event sponsorships and co-marketing initiatives with other brands. In other words, it’s a great app marketing strategy that also generates revenue.

As one of the best dating app revenue models, there are various benefits to opting for this. This includes accessing new audience segments, increasing brand awareness, and generating additional revenue.

But beware, finding relevant partners and ensuring mutually beneficial agreement can be a little challenging.

With this, we are done with dating app monetization models. Now, let’s see how you choose the right monetization strategy for your app.

How To Choose the Right Dating App Monetization Model?

Now that we are done with the “how to monetize a dating app” question, it’s time to ask, how to choose the right one.

Let’s get right into it:

1. Understand Your Target Audience

Want to disrupt the market and get the attention of the people?

For that, you must know who the people you are looking to attract are. This is the most basic step.

Once you have a general profile of your target audience, you will know what they are looking for, what interests them, and how you can deliver it.

With this, you can tap into true dating app monetization.

2. Research Competitors

Use the power of mobile app market research to gain information about what your competitors are doing.

See, unless you are doing something truly never seen before, there are high chances other platforms have something you can use to your advantage.

Learn from the best to be the best, it’s as simple as that.

3. User-Centric Approach

Users are everything for a dating app.

If you wish to successfully apply dating app monetization models, it’s important to consider what users want.

Taking a user-centric approach has never failed any dating app in the market.

This is how you choose the right monetization model. And with this out of the way, let’s look at some tips in the section.

The Secret To Making Money With a Dating App: Tips

Want to make your dating app successful among people?

Here are some tips to generate revenue with dating apps that no one else will ever tell you about. The tips are as mentioned below”

• Deliver what users are looking for
• Avoid common dating app development mistakes
• Adapt with time
• Depending on user feedback and Mobile app testing
• Don’t miss out on dating app trends
• Work with an experienced team of developers

This brings us to our next point.

Collaborate with Expert Dating App Developers and Create the Next Best

Do you want to create a dating app? Nimble AppGenie is here to help you.

As a leading dating app development company with a proven track record, we have what it takes to bring your idea to reality, in the form of a working dating application.

Whether you want to create a good old dating app like Tinder or have a unique idea, our teams of expert app developers are here to help you.

Hire Mobile App Developers with us and get a team assigned in 24 hours.

We are that fast!

Conclusion

The dating app industry is booming, with billions of dollars in revenue generated by leading apps such as Tinder, Bumble, and Match.com. Various monetization strategies are employed by these apps, including freemium models, in-app advertising, paid apps, eCommerce integration, and partnerships. Choosing the right strategy for your dating app depends on your target audience and app features.

Understanding your users, researching competitors, and adopting a user-centric approach are crucial steps in successful monetization. To navigate this competitive landscape effectively, collaborating with experienced dating app developers can help you create the next best dating app and maximize your revenue potential.

FAQs

1. What are the most common monetization strategies for dating apps?

Common monetization strategies for dating apps include subscription models, in-app purchases, advertising, and premium features.

2. How can I choose the right monetization strategy for my dating app?

The right monetization strategy depends on factors such as your target audience, app features, and competition. Consider what your users value most and what they are willing to pay for.

3. What are the benefits of using a subscription model for a dating app?

Subscriptions offer a consistent and predictable revenue stream, encourage user commitment, and provide access to premium features for paying users.

4. Can you explain how in-app purchases work in the context of a dating app?

In-app purchases in dating apps may involve buying virtual gifts, unlocking advanced features, or accessing premium content. Users pay real money to enhance their experience.

5. How does the Tinder app make money?

Tinder, one of the most popular dating apps, primarily makes money through the following monetization methods:

• Tinder Plus and Tinder Gold Subscriptions
• In-App Purchases
• Advertising

Tinder also occasionally offers premium features and promotions

6. What are the pros and cons of including advertising in a dating app?

Pros of in-app advertising: Additional revenue sources and potential for partnerships with brands. Cons: Risk of disrupting the user experience and possible privacy concerns.

7. How can I ensure that advertising in my dating app doesn’t negatively impact user experience?

To maintain a positive user experience, use non-intrusive ad formats, target ads to user preferences, limit ad frequency, and provide options for users to control their ad settings.

8. What role does user engagement play in dating app monetization?

User engagement is critical for monetization. Engaged users are more likely to make in-app purchases, view ads, and subscribe to premium features. Focus on keeping users active and satisfied.

9. How do dating sites make money?

Dating sites make money through several monetization strategies, including:

• Subscription Models
• In-App Purchases
• Advertising
• Freemium Models
• Sponsored Content

10. Are there any best practices for personalizing the dating app experience for users?

Yes, personalization can improve user retention and monetization. Utilize algorithms to suggest relevant matches, tailor content, and send personalized notifications based on user behavior and preferences.

11. What factors should I consider when deciding on a pricing structure for premium features in my dating app?

Consider the perceived value of premium features, pricing compared to competitors, and the willingness of your target audience to pay for those features when determining your pricing strategy.

12. How can excellent customer service contribute to dating app monetization?

Excellent customer service can lead to higher user satisfaction and trust, which in turn can result in increased user retention and willingness to invest in premium features or subscriptions. Address user inquiries and issues promptly to maintain a positive user experience.

13. How profitable are dating apps?

Dating apps can be highly profitable, but their profitability depends on various factors, including the size of the user base, the effectiveness of monetization strategies, and market competition. Some popular dating apps have reported significant revenues, while smaller or newer apps may face challenges in achieving profitability.

Niketan Sharma

Niketan Sharma is the CTO of Nimble AppGenie, a prominent website and mobile app development company in the USA that is delivering excellence with a commitment to boosting business growth & maximizing customer satisfaction. He is a highly motivated individual who helps SMEs and startups grow in this dynamic market with the latest technology and innovation.