Dating Apps Offer New Discount, Premium Tiers in Effort to Court Paying Users
- New weekly subscriptions are driving Gen Z subscription growth
- Premium tiers are also planned as paying user growth stalls
Dating apps are embracing AI and expanding their subscription plans, hoping new premium and discount tiers will court more paying users — particularly Gen Z — as growth slows.
Match Group Inc. has seen “significant demand” for its new weekly subscriptions — the number of UK-based Gen Z women switching to a paid Tinder plan jumped 73% since the April launch, and the boost to Hinge was similar. Match is also exploring a $500-a-month version, due to launch in the fall. Bumble Inc., which already has a weekly offering, will start testing a premium tier later this year, alongside a cheaper option specifically aimed at Gen Z. Grindr Inc. said its new weekly option is also driving monetization, and it’s looking at cheaper options and a premium tier.