Dating apps pulled in about 6.18 billion dollars globally in 2024, with the United States accounting for roughly half that revenue at 3 billion dollars. Around 360 million people swiped, liked, and messaged on these platforms last year. That’s 15 million more than in 2023. The market itself sits at 12.9 billion dollars in 2025 and should hit 20 billion by 2030 if growth continues at the current 7.5 percent annual rate.
Premium subscriptions tell an interesting story about what people actually spend on. Between 20 and 25 million users pay for features worldwide, which works out to about 6 or 7 percent of all users. Among those who’ve tried online dating, 35 percent have paid for premium features at least once. The split between relationship goals stays pretty consistent: 44 percent want long-term partners, while 40 percent prefer casual dating.
When Connection Preferences Take Different Paths
Table of Contents
People looking for casual connections often find themselves exploring various relationship styles that weren’t common a decade ago. Some users prefer meeting through video calls first, others like the spontaneity of same-day meetups, and plenty of folks browse sugar daddy profiles or check out platforms catering to specific age preferences. The dating app market has grown to accommodate these different approaches, with specialized platforms emerging alongside mainstream apps.
What makes casual dating interesting now is how people mix and match different apps based on what they’re after that particular week. Someone might use Tinder for quick meetups, try AdultFriendFinder’s 80 million user base for something more direct, or test out apps with video-first features when they want to screen matches before meeting. With 40 percent of dating app users specifically seeking casual connections, platforms have started offering features that cater to short-term dating without pretending everyone wants marriage.
Platform Breakdown and Pricing
Tinder leads the pack with 46 percent of dating app users having tried it. The app offers three paid tiers: Plus at 9.99 dollars monthly, Gold at 14.99 dollars, and Platinum at 19.99 dollars. Each tier adds features like unlimited swipes, passport location changes, and profile boosts. Men make up a larger portion of users seeking casual connections on Tinder, with 31 percent citing casual sex as their main reason for using the app compared to 13 percent of women.
Bumble follows with 26 percent market penetration and has gained ground every year since 2017. Their Premium tier runs 29.99 dollars monthly, while Premium Plus costs 39.99 dollars. The weekly options come in at 14.99 and 19.99 dollars, respectively. Bumble’s approach requires women to message first, which some casual daters find slows down the matching process, but others appreciate it for reducing unwanted messages.
Hinge holds about 15 percent market share and positions itself differently. While marketing focuses on relationships, plenty of users employ it for casual dating. Hinge Plus costs 34.99 dollars monthly or 16.99 weekly, with HingeX at 44.99 monthly or 22.99 weekly. The app limits free likes to eight per day, pushing users toward paid subscriptions faster than competitors.
Age Groups and User Patterns
Young adults between 18 and 29 make up the core user base, with 65 percent having tried dating apps. The 30 to 49 bracket follows at 49 percent participation. Revenue concentration skews even younger: the 18 to 25 group generates 36 percent of total revenue, followed by 26 to 34 year olds. Over 70 percent of all dating app users fall between 18 and 34.
Current active users lean male at 57 percent versus 38 percent female. About 30 percent of American adults actively use dating apps in 2025. Among current users, 40 percent are 18 to 29, and 44 percent are 30 to 49. This distribution shows casual dating appeals across age groups, though younger users dominate raw numbers.
Specialized Platforms Worth Considering
AdultFriendFinder operates in a different space from mainstream apps, catering specifically to hookups and casual encounters with its 80 million user base. The platform skips relationship pretenses entirely. HUD App takes a similar approach but adds boost features that push profiles higher for 60 minutes. These boosts cost between 3.50 and 9.99 dollars, depending on package size.
Plenty of Fish maintains 29 percent usage among dating app users despite less marketing than competitors. Match.com sees 25 percent usage, though it targets relationship seekers more than casual daters. Both platforms offer free basic features with optional upgrades, making them accessible entry points for testing online dating.
Technology Changes and Safety Features
Artificial intelligence now suggests matches based on behavior patterns beyond simple swipes. By 2030, forecasts suggest 75 percent of dating apps will use AI and machine learning for matching. Video calls before first dates have become standard on many platforms, letting people screen matches without committing to in-person meetings.
Apps have added identity verification systems and scam detection to address safety concerns. Some platforms send communication nudges promoting healthier interaction patterns. These features matter for casual daters who meet new people frequently and want quick verification methods.
Retention Reality Check
Dating apps face steep retention challenges. Average retention sits at 3.3 percent, up from 2023 but below the 4.1 percent seen in 2021. Over 95 percent of monthly subscribers become inactive within 12 months. Even annual subscribers show 75 percent inactivity rates. These numbers explain why apps push premium features hard and constantly release new functions to keep users engaged.
The casual dating segment might actually benefit from low retention rates since users often take breaks between dating phases or delete apps after finding suitable matches. Apps compensate through aggressive marketing to new users and win-back campaigns targeting former subscribers.
Image Source: BigStockPhoto.com (Licensed)
Related Categories: Relationships, Love and Family, Reviews
