Tinder's decline versus Hinge's rise: A shift in dating preferences

In the recently published financial report of the dating app market giant – Match Group- one can observe Tinder is having difficulties grappling with. A decrease in premium users has been recorded for the sixth consecutive quarter. However, there is a growing interest in its rival – Hinge.

Who hasn't heard of Tinder? A few years ago, this dating platform enjoyed huge interest, attracting many users. Even if we skip questions about the effectiveness of Tinder in achieving its main goal, which is to facilitate new relationships, it's hard not to notice that for some time now, Match Group has not found a way to improve functionality and eliminate problems related to bots, which spoil the overall impression of using the app. However, there is enthusiasm for introducing new, not always clear features, such as the recently added ability to share information about your date on Tinder.

Unfortunately, as the earlier financial report mentioned, Tinder is increasingly losing popularity. Although it can still boast an impressive active user count of 50 million, only 10 million of them are paid subscribers. At the same time, Hinge – another dating app belonging to Match Group, enters the scene with a 50 percent increase in revenue compared to the previous year, which translates to roughly £89 million in income.

Interestingly, for the time being, 1.4 million users pay for Hinge's services. This is an impressive number for an app promoted with the slogan "Hinge, designed to be deleted." For the uninitiated, Hinge is a platform aimed at helping users find long-term relationships, not short-term flings like Tinder. After finding their other half, users are expected to uninstall the app.

Users are increasingly deciding to pay for the ability to find true love, rather than for short and casual acquaintances. Tinder offers optional in-app purchases, such as Super Likes and the "See Who Likes You" feature, but the revenue from these services has dropped by 18 percent. As Gary Swidler, Chief Financial Officer of Match Group, observed, this trend is becoming more visible. The changing preferences of users may herald a new era in the world of digital dating, where apps such as Hinge gain an edge by focusing on more lasting relationships. It seems that this is what young people from Generation Z are currently looking for.