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.
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 has seen “significant demand” for its new weekly subscriptions — the number of U.K.-based Gen Z women switching to a paid Tinder plan has jumped 73% since the April launch, and the boost to Hinge was similar. Match is also exploring a, due to launch in the fall. Bumble, which already has a weekly offering, will start testing a premium tier later this year, alongside a cheaper option specifically aimed at Gen Z.
The premium offerings are targeted at people who want a more curated, matchmaking style experience. “They feel that the relative value of $40 or $50 a month for their special someone feels exceptionally low,” Bumble Chief Executive Whitney Wolfe Herd said on a recent earnings call. The cheaper options are explicitly targeted at Gen Z. “If you think about Gen Z, not everyone has disposable income,” Herd said.
The dating companies are also looking to generative artificial intelligence to entice users with new features. Bumble sees it as a way to “curate match recommendations,” Match hopes it can help “eliminate awkwardness,” and Grindr sees “new use cases for engagement.”
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