1、An Analysis of Dating and Social Discovery App Market Trends in the United States.THE STATE OF DATING&SOCIAL DISCOVERY APPS IN THE U.S.2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|2023 Sensor Tower Inc.-All Rights Reserved|2This report,which leverages Sensor

2、Towers Store Intelligence and Usage Intelligence data,explores the Dating and Social Discovery app space in the U.S.The analysis includes:-Dating and Social Discovery app download and revenue trends from January 2019 through December 2022.-Demographic data for selected Dating Apps.-Usage trends for

3、selected Social Discovery apps.The report is broken down into four main sections:-Top Dating and Social Discovery Apps:An overview of the main mobile trends for the Top Dating and Social Discovery apps.-Dating Apps:Apps such as Tinder,which facilitate meeting people for dating.Limited to apps that s

4、aw at least 1M installs in any year between 2019-2022.-Social Discovery Apps:Apps with a primary focus on allowing users to meet new friends,without a focus on communities or games.Limited to apps that saw at least 1M installs in any year between 2019-2022.IntroductionMARKET OVERVIEW04DATING APPSSOC

5、IAL DISCOVERY APPSCONCLUSION091318 2023 Sensor Tower Inc.-All Rights Reserved|3MARKET OVERVIEW:U.S.2023 Sensor Tower Inc.-All Rights Reserved|4SubcategoryMatch Group,Bumble Holding,and Meet Group Apps Continue to Dominate in 2022Top Dating and Social Discovery Apps by Downloads in the U.S.(App Store

6、 and Google Play)2023 Sensor Tower Inc.-All Rights Reserved|51TinderMatch GroupBumbleBumble HoldingYuboLazimi SachaPlenty of FishMatch GroupHingeMatch GroupHoopAlexi PourretWink9 CountMeetMeMeet GroupHilyHilyBadooBumble Holding234567891020201TinderMatch GroupBumbleBumble HoldingHingeMatch GroupPlent

7、y of FishMatch GroupYuboLazimi SachaMeetMeMeet GroupItsmeNatural SyntheticsFamEdward ZhangBadooBumble Holding234567891020211TinderMatch GroupBumbleBumble HoldingHingeMatch GroupWizzVLBPlenty of FishMatch GroupMeetMeMeet GroupBadooBumble HoldingYuboLazimi SachaBLKMatch Group23456789102022TaggedMeet G

8、roupWizzVLBNEW-2-NEW-35-+2NEW+1NEW-+2+6-1-+2NEWDatingSocial DiscoverySubcategoryLGBTQ Dating App,Grindr,Climbs Up to the No.4 Spot in 2022Top Dating and Social Discovery Apps by Revenue in the U.S.(App Store and Google Play)2023 Sensor Tower Inc.-All Rights Reserved|6DatingSocial Discovery1TinderMat

9、ch GroupBumbleBumble HoldingMeetMeMeet GroupTaggedMeet GroupHingeMatch GroupPlenty of FishMatch GroupGrindrTiga AcquisitionMatchMatch GroupZooskZooskHilyHily234567891020201TinderMatch GroupBumbleBumble HoldingHingeMatch GroupTaggedMeet GroupPlenty of FishMatch GroupMeetMeMeet GroupGrindrTiga Acquisi

10、tionMatchMatch GroupBLKMatch Group234567891020211TinderMatch GroupBumbleBumble HoldingHingeMatch GroupGrindrTiga AcquisitionTaggedMeet GroupMatchMatch GroupBLKMatch GroupPlenty of FishMatch GroupYuboLazimi Sacha23456789102022-ZooskZoosk-3YuboLazimi Sacha+1+3NEW-+2NEW-3+2-1+2+1+1Dating and Social Dis

11、covery apps saw 18.9M installs in Q4 2022,down 11 percent year-over-year.When it comes to yearly installs,Dating and Social Discovery apps saw a total of 77.3M installs,down seven percent Y/Y.As the post pandemic return to normalcy continues,dating and social discovery app downloads continue to drop

12、 from their mid-pandemic high,dipping below levels seen in Q4 2019.Despite a decline in overall downloads,Dating and Social Discovery apps saw a significant,eight percent download growth on Google Play.Meanwhile,the App Store saw a 17 percent decrease in installs Y/Y.Dating and Social Discovery App

13、Downloads are Trending Down Quarterly App Store and Google Play Downloads of Top Dating and Social Discovery Apps in the U.S.2023 Sensor Tower Inc.-All Rights Reserved|705M10M15M20M25M30MQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 20226

14、M5.8M5.4M5.4M5.6M5.7M5.8M6.9M6.6M7.2M7.6M8.4M7.9M7.9M7.9M8M12.9M13.4M13.3M15.1M15.6M15M14M14.8M14.6M15.4M19M16.9M13.1M12.8M11.1M11.6MApp StoreGoogle Play-11%Despite the decrease in Dating and Social Discovery app installs,the categorys revenue continued to see growth.U.S.consumer spending in Social

15、and Dating apps reached$356M in Q4 2022,up two percent year-over-year,and up 47 percent when compared to Q4 2019.In terms of yearly revenue,Dating and Social Discovery Apps generated$1.4B in 2022,up five percent Y/Y.A significant proportion of the revenue growth came from Google Play while App Store

16、 revenue declined.Google Play saw revenue increase by a whopping 29 percent Y/Y,meanwhile the App Store saw revenue decrease by four percent Y/Y.This shift away from the App Store towards Google Play is likely due to more difficult economic conditions in the U.S.Since Android users tend to skew lowe

17、r income,we may see fewer people adopt Apple products and opt to purchase Android devices.If this economic uncertainty continues,it is likely that Google Plays share of revenue and downloads will continue to increase,a trend seen in less economically stable countries.Dating and Social Discovery App

18、Revenue Continues to Grow Quarterly App Store and Google Play Consumer Spending of Top Dating and Social Discovery Apps in the U.S.2023 Sensor Tower Inc.-All Rights Reserved|8Note Regarding Consumer Spending Estimates:We report gross revenue(including the cut for Apple or Google).Android estimates d

19、o not include third-party stores$0$50M$100M$150M$200M$250M$300M$350M$400MQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022$72M$72M$68M$55M$56M$59M$56M$55M$46M$52M$51M$43M$43M$44M$51M$65M$284M$288M$306M$293M$294M$290M$290M$272M$272M$256M$

20、227M$195M$200M$196M$207M$200MApp StoreGoogle PlayDATING APPS:U.S.2023 Sensor Tower Inc.-All Rights Reserved|9Despite a three percent year-over-year decrease in downloads across both stores in December 2022,Dating apps saw a combined total of$133M in revenue,up 13 percent Y/Y.The majority of these ga

21、ins came from Google Play which saw revenue grow from$14.5M in December 2021 to$22.4M in December 2022,a roughly 55 percent increase Y/Y.The App Store,which accounts for a larger share of revenue,only saw revenue increase from$85.6M to$90.3M,about six percent Y/Y.When it comes to downloads,Google Pl

22、ay saw a five percent Y/Y growth in December 2022,while App Store downloads declined by seven percent.Though Dating app installs fell by three percent Y/Y,the download growth seen by Google Play indicates that the proportion of Dating app users choosing Google Play is growing relative to those choos

23、ing the App Store.Dating Apps See Overall Revenue Climb While Installs Decline Monthly Top Dating App Installs and Revenue,U.S.2023 Sensor Tower Inc.-All Rights Reserved|10Note Regarding Consumer Spending Estimates:We report gross revenue(including the cut for Apple or Google).Android estimates do n

24、ot include third-party stores.$0$20M$40M$60M$80M$100M01M2M3M4MJan-20Jun-20Nov-20Apr-21Sep-21Feb-22Jul-22Dec-22App Store DownloadsGoogle Play DownloadsApp Store RevenueGoogle Play RevenueBeginning of COVID-19Four of the top five Dating apps saw year-over-year growth in the proportion of male users th

25、at installed the app in the U.S.between Q4 2021 and Q4 2022 on the App Store.The only exception was Badoo,which already had the highest overall percentage of male users at 70 percent and saw stability in the percentage between 4Q21 and 4Q22.The 25-54 age range was responsible for most of the growth

26、seen in male user installs of the top Dating apps.All of the top five Dating apps except for Badoo saw a decline in the proportion of installs from men aged 18-24.The top Dating apps also saw a decline in the proportion of installs corresponding to 55+male users except for Tinder and Bumble.One fact

27、or that could be driving this trend is the perceived relative success seen by very young and much older men on Dating apps.The Proportion of Men Using the Top Dating Apps grew in Q4 2022 Top 5 Dating App Install Demographics,U.S.,App Store,Men 2023 Sensor Tower Inc.-All Rights Reserved|110%10%20%30%

28、40%50%60%70%6.7%9.5%4.7%5.5%6.1%17.0%14.3%9.1%10.3%11.6%26.5%20.3%29.4%28.2%27.9%14.3%7.5%12.2%14.9%17.8%18-2425-3435-4445-5455+Tinder0%10%20%30%40%50%60%70%6.2%11.5%6.7%5.9%7.3%15.4%15.6%9.9%13.4%11.7%30.9%20.4%29.4%29.9%29.7%15.0%6.8%11.4%13.6%16.3%Q4 2021BumbleHingePlenty of FishBadoo3.5%2.9%2.3%

29、6.0%5.3%3.7%3.3%1.8%4.9%2.4%Q4 2022All of the top five Dating apps except for Badoo saw year-over-year decreases in the proportion of installs from Female Users in the U.S.on the App Store in Q4 2022.The only groups to see at least a one percentage point increase between 4Q21 and 4Q22 were 55+women

30、on Plenty of Fish,45-54 year old women on Hinge and Plenty of Fish and 25-34 year old women on Badoo.It is likely that the Dating Apps that manage to retain or even grow the number of female users will see more success in the future.A decrease in the number of women on dating apps,particularly young

31、er women,is likely to be followed by a decrease in male users due to an increase in the competition between men.Dating apps may want to target female users and change the app design and functionality based on womens preferences.Women are Walking Away from Dating Apps Top 5 Dating App Install Demogra

32、phics,U.S.,App Store,Women 2023 Sensor Tower Inc.-All Rights Reserved|12Q4 2021Q4 20220%10%20%30%40%50%6.4%9.2%8.2%6.4%5.3%10.7%15.1%21.0%17.3%13.5%9.1%5.6%9.0%9.4%9.9%18-2425-3435-4445-5455+0%10%20%30%40%50%4.1%8.7%6.8%6.6%5.8%16.0%14.4%18.5%14.6%12.7%7.0%3.7%8.6%8.1%8.9%1.5%1.6%1.2%7.6%1.3%1.3%1.6

33、%1.2%8.6%1.1%2.9%3.5%2.9%2.7%4.7%2.6%3.0%5.8%5.4%2.0%TinderBumbleHingePlenty of FishBadooSOCIAL DISCOVERY APPS:U.S.2023 Sensor Tower Inc.-All Rights Reserved|13Wizz Becomes the No.1 Social Discovery App in Terms of Downloads in 2022Top Social Discovery Apps by Downloads in the U.S.(App Store and Goo

34、gle Play)2023 Sensor Tower Inc.-All Rights Reserved|141YuboLazimi SachaHoopAlexi PourretWink9 CountMeetMeMeet GroupTaggedMeet GroupItsmeNatural SyntheticsHippoLichun AnSKOUTMeet GroupLMKLightSpaceOmegleHans Stuffer234567891020201YuboLazimi SachaMeetMeMeet GroupItsmeNatural SyntheticsFamEdward ZhangW

35、izzVLBTaggedMeet GroupWink9 CountHoopAlex PourretYik YakYik Yak234567891020211WizzVLBMeetMeMeet GroupYuboLazimi SachaTaggedMeet GroupWink9 CountYik YakYik YakMeeteQuantum CommunicationsFamEdward ZhangMeetupMeetup23456789102022HoopAlex PourretSKOUTMeet Group-4-4NEW+4-+2+3NEWNEW-1-6-2-2+2+2+3NEWNEW-2U

36、nlike the top Dating apps which only saw a decline in downloads,the top Social Discovery apps saw a decline in both downloads and revenue in Q4 2022.Total installs fell to 1.8M,a 30 percent decline year-over-year,while the combined revenue dropped to$8.8M,a 51 percent decrease Y/Y.While revenue fell

37、 on both Google Play and the App Store,Social Discovery apps saw a trend similar to the one seen by Dating Apps,where App Store installs fell as Google Play installs grew.App Store downloads saw a 40 percent decline Y/Y,while Google Play installs grew by 18 percent.In the past there was a strong sea

38、sonal trend where downloads began growing in December.That trend appears to have lost steam in December 2022,indicating that the download peak seen in early spring may not be quite as impressive in 2023 as those seen in previous years.Social Discovery Apps See A Decline in Overall Installs and Reven

39、ue Monthly Top Social Discovery App Installs and Revenue,U.S.2023 Sensor Tower Inc.-All Rights Reserved|15Note Regarding Consumer Spending Estimates:We report gross revenue(including the cut for Apple or Google).Android estimates do not include third-party stores.$0$2M$4M$6M$8M$10M$12M$14M01M2M3M4MJ

40、an-20Jun-20Nov-20Apr-21Sep-21Feb-22Jul-22Dec-22App Store DownloadsGoogle Play DownloadsApp Store RevenueGoogle Play RevenueBeginning of COVID-19Most countries did not average at least 1M Monthly Active Users(MAU)in Q4 2022,except for the U.S.and the U.K.which saw a combined total of 7.9M and 1.9M MA

41、U across both stores,respectively.A disparity in the ratio of App Store to Google Play MAU can be seen between countries with better and worse economic conditions likely due to the fact that Android users tend to skew lower income.Any app publishers wishing to enter the Social Discovery app space ma

42、y want to consider future economic conditions when considering which store to target.All of the top ten countries except for the U.K.saw a decline in MAU between Q4 2021 and Q4 2022.The U.K.saw a 17 percent year-over-year growth in MAU,this is especially impressive when considering that Canada,the N

43、o.2 country by growth,actually saw a seven percent decline in average MAU.Mexico and the Philippines both lagged in terms of growth and saw over a 30 percent decline in average MAU.Any Social Discovery Apps seeking to expand outside of the U.S.may want to consider the U.K.as their top choice.The U.S

44、.Leads in Average Monthly Active Users in Q4 2022 Top Markets by Average Monthly Active Users(MAU)of the Top Social Discovery Apps,Q4 2022 2023 Sensor Tower Inc.-All Rights Reserved|16U.S.U.K.Brazil .Philippines .France .India .Canada .Germany .Mexico .Spain .01M2M3M4M5M6M7M8MApp StoreGoogle PlayCON

45、CLUSION.2023 Sensor Tower Inc.-All Rights Reserved|17 2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|As the post-pandemic return to normalcy continues,Dating and Social Discovery app downloads have waned,with Social Discovery apps in particular seeing a larger

46、relative decline.Despite this,Dating apps have continued to see growth in revenue.U.S.consumer spending in Dating and Social Discovery apps climbed to$1.4B,up 5 percent year-over-year in 2022,with the majority continuing to come from the App Store.Four of the top five Dating apps saw at least a one

47、percentage point decline in the fraction of Female users.The 18-24 age group for both males and females were responsible for a lower percentage of the installs seen in Q4 2022 compared to Q4 2021.The U.K saw an impressive 17 percent Y/Y growth in the number of Monthly Active Users(MAU)in Q4 2022,des

48、pite the decline seen in other top markets.Match Group,Bumble Holding,and Meet Group Apps continued to dominate among Dating and Social Discovery apps in 2022.The top three Dating Apps,Tinder,Bumble,and Hinge have remained unchanged since 2021,while Wizz rose to become the No.1 Social Discovery App

49、in 2022.The proportion of Google Play to App Store installs increased for both Dating and Social Discovery Apps.As economic uncertainty clouds the U.S.economy,we can expect this trend to continue as Android users tend to skew lower income.Conclusion:Key Takeaways 2023 Sensor Tower Inc.-All Rights Re

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