Hinge Explores Budget-Friendly Option Amid Growing User Fatigue with Dating App Subscriptions
Hinge is piloting a more affordable subscription option as its parent company, Match Group, seeks innovative strategies to encourage users to invest in dating apps, amidst growing dissatisfaction with subscriptions and the dating experience itself.
In its earnings call for the third quarter of 2026, Match Group unveiled plans for this new Hinge tier, which will offer features like enhanced filters and customizable location settings, allowing users greater autonomy over their interactions.
Steve Bailey, Match Group’s CFO, mentioned, “This is particularly aimed at women and those sensitive to pricing. Hinge is among our higher-priced offerings, with nearly double the revenue per payer than Tinder, averaging around $30. However, Hinge has lower payer penetration, sitting just above half that of Tinder.”
Details regarding the pricing of this new subscription have not yet been disclosed. TechCrunch has contacted the company for further information.
This initiative arrives as dating apps grapple with a declining appetite for paid services, with users experiencing subscription weariness, monotonous swiping, and frustration with the overall dating landscape, leading them to reevaluate the value of premium features.
Interestingly, Hinge is undertaking this strategy despite being one of Match Group’s top-performing apps. It outpaced Tinder in growth, reporting a 12% increase in monthly active users year-over-year, a 19% rise in direct revenue, and a 23% uptick in paying subscribers, reaching 2.3 million. The app generated $221 million in direct revenue during the quarter, sourced from subscriptions and in-app purchases.
In contrast, Tinder recorded $480 million in direct revenue but saw a 2% year-over-year decline, with its paying users dropping by 4% to 8.9 million.
The introduction of a lower-priced subscription could enhance Hinge’s growth by converting more users into paying customers with a less daunting upfront commitment.
This also signals a change in Hinge’s subscription strategy. Earlier in 2023, the company tried out a premium tier targeting users willing to spend more for additional features but is now testing if a budget-friendly option can attract a wider audience.
However, simply offering cheaper subscriptions may not address the underlying issue of user fatigue with dating apps. Match Group has reported some positive trends, partly due to steps taken to make its platforms feel less conventional.
Recent projects, such as Group Hangouts and Events, provide users with alternative avenues for connection beyond the typical one-on-one matches. The company intends to expand these initiatives in the upcoming fourth quarter.
Another upcoming feature is real-time adaptive recommendations, set to be tested in the fourth quarter. Announced during the CEO Connection presentation in September, this feature will enable Tinder to adjust its suggestions instantaneously based on user actions, aiming for more relevant and personalized recommendations.
