The dating app market has recorded its first annual decline, falling by close to two percent to $6 billion in 2025, in a sign that users are pushing back against rising costs and aggressive monetisation campaigns.
Revenue for both Tinder and Bumble declined in 2025, by 5.2 percent and 9.5 percent respectively, according to the 2026 edition of the Dating App Report. These are the two largest apps by revenue in the market, an indication that customers may also be shifting from top-tier apps to newer and more niche options.
Annual revenues for Grindr, PURE and Feeld all increased in 2025, and while their revenues are much smaller than Tinder and Bumble, this shows niche options are not facing the same pressures as mainstream apps. That said, Match Group’s other dating app, Hinge, saw revenue increase by 25 percent, suggesting there may still be room for traditional monetisation strategies if packaged correctly.
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The pullback has been mostly felt in the North American and European markets, where customers are, on average, less likely to buy a subscription or are paying for shorter periods than in previous years. Even so, North America still commands over 50 percent of revenue in the dating app market.
Alongside Tinder and Bumble slipping, many of the older, ‘evergreen’ platforms such as Plenty of Fish, Match.com and Badoo also reported declines in revenue. Not only are fewer people using these apps, but there is also a smaller pool inclined to pay for premium services.
Even though it is the first annual decline for the market, there is nothing to suggest these apps will not recover in 2026. Match Group has already started to explore ways to improve the dating experience on Tinder, including in-person meet-ups and reduced pricing for some users. However, there is growing antipathy towards these platforms due to increased pricing, dynamic pricing and algorithmic changes that reduce the likelihood of finding a match quickly. Until some of these issues are addressed, Match and Bumble should expect increased competition from smaller players, alongside a continued shift by customers towards alternative forms of dating.
Want to learn more about the dating app industry? Check out hundreds of insights in our report.
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