Tinder now claims to have made over a billion matches and also says that its daily number of swipes often surpasses a billion. Little wonder, then, that the dating app has generated so many headlines and received such lofty valuations.

But getting online daters to spend their cash has been a major issue for the online dating industry, with GWI’s data showing that only 1 in 8 dating site visitors are paying for the services in question. So, if Tinder is to push into profitability, then its premium Tier – Tinder Plus – needs to succeed.

The signs are certainly promising: already, one quarter of its user base say they are paying for online dating services in some form – giving it a notable over-index. If Tinder can convince all these users to upgrade to Tinder Plus then it can bring in the revenue that its massive valuations have promised.

To find out more about Tinder, read our new blog: What to Know About Tinder in 5 Charts


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.