Match and Bumble Wanna Know What Love Is: 4Q22 Dating App Recap

Key Takeaways:

• Match Group reorganized its portfolio of apps, separating Tinder and Hinge into distinct divisions, while grouping its more mature brands with its emerging brands into an arm deemed Evergreen & Emerging brands

  • ST MAU estimates show accelerating user growth decline for Match’s Evergreen brands with MAU growth for the cohort falling 14% YoY in 4Q22 vs -11% in 4Q21 and -5% in 4Q20. Match’s Emerging 2 brands saw MAU growth remain relatively flat in 4Q22

  • Per ST estimates, MAUs on Hinge increased 22% YoY in 4Q22 vs 21% on competitor Bumble and

  -3% on Tinder. Hinge MAU growth in India soared 42% YoY in 4Q22 and comprised 13% of Hinge’s total MAUs in 4Q22 (vs. 11% in 4Q21); the app began to gain organic traction in the market in 2Q22

• User loyalty remains strong for Hinge: Sensor Tower Churn Analysis indicates that Hinge’s churn remains lower than its peers, at 23% in ’22 vs 26% each on Tinder and Bumble

  • Additionally, per Sensor Tower Power User Curve data 8% of Hinge MAUs opened the app everyday in 4Q22 vs ~5.5% each on Tinder and Bumble

• Bumble’s reported 4Q22 paying users were up 35% YoY (6% QoQ) vs ST MAUs on the Bumble app which increased 21% YoY (4% QoQ), while Badoo app paying users slid 11% YoY (flat QoQ) in 4Q22 vs ST MAUs on the Badoo app which decreased 16% YoY (flat QoQ), as the ongoing conflict in Ukraine and inflation cut into growth

For more information, request the full report from reports@sensortower.com.