Tinder Newsletter
Contents
01
Executive Summary
- Monetization
- Top Monetization Networks
- User Acquisition
- UA Strategy
- Creative Strategy
02
App Overview
- Core Functionality
- Fun Features
- Monetization
- In-App Purchases
03
User Acquisition
- Revenue + Revenue in Top 5 Countries
- Downloads + Downloads in Top 5 Countries
- Monetization Networks
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
Tinder Strategy
Executive Summary
Fun Features:
Super Likes
Tinder U
Festival Modes
Tinder Boosts
Noonlight Timeline
Monetization
Unlimited Rewinds
Super Like
Boosts
Tinder Plus
Tinder Gold
Tinder Platinum
Tinder SELECT
Top Monetization Networks
User Acquisition
Revenue of $4,951,507,036
Top countries in revenue: USA, UK, Australia, Germany, Canada, France
Total downloads of 573,066,020
Top countries in downloads: USA, UK, France, Germany
UA Strategy
Downloads: Tinder's downloads fell by 0.89% in the last 14-30 days and dropped by 3.13% in the last 30-60 days. There was a 0.9% increase in downloads in the last 60-90 days.
Revenue: Over the last 14-30 days, Tinder experienced a 1.7% decline in revenue and a 4% reduction in the last 30-60 days. However, there was a positive upturn of 2.2% in revenue during the last 60-90 days.
Monetization Networks: YouTube consistently led as the top monetization network, showing equal growth over the last 90 days.
Popular Markets: France showed a steady 11.6% growth in the last 14 to 30 days, Germany saw a notable 11.5% increase, the UK observed a 13.3% rise in the last 30 to 60 days, and the USA experienced a 13.3% upturn in the last 14 to 30 days.
Creative Strategy
Unique/New Creatives: In the last 14 to 30 days, new creatives increased by 17.9%, and a 29% rise in the last 30 to 60 days. There was a notable growth of 36.8% in the last 60 to 90 days.
Monetization Network: YouTube continued to be a top monetization platform during the last 90 days.
Popular Markets: France saw an 11.6% rise in the last 14 to 30 days, while Germany experienced an 11.5% increase in the same period, and the UK demonstrated a 13.3% upturn in the last 30 to 60 days.
Tinder is a leading mobile dating and geosocial networking app. Users express interest through a "swipe right" or convey disinterest with a "swipe left" on profiles featuring photos, concise bios, and highlighted interests. The app facilitates connections based on user preferences, including age range, gender, and location.
Core Functionality
Tinder is mainly for dating and finding new connections, catering to casual and more serious relationships.
Tinder utilizes geolocation to connect users with individuals nearby, while also providing a Passport feature for linking with users in various locations.
Tinder's interface is simple, focusing on swiping and matching. The main screen displays a profile picture, name, age, and a short description of potential matches.
Users are presented with profiles one at a time and can swipe right to express interest or swipe left to indicate disinterest.
When two users mutually swipe right, a match is created, enabling them to engage in private messaging within the app.
Tinder also allows users to customize their profiles by adding photos, and a bio, and connecting their Instagram or Spotify accounts.
Tinder offers subscription services like Tinder Plus and Tinder Gold, providing users with enhanced features such as unlimited swipes, rewind options, and more.
Fun Features:
Super Likes
Tinder U
Festival Modes
Tinder Boosts
Noonlight Timeline
Monetization
Monetization Strategy: Tinder
Tinder's early UX flow focuses on activation over monetization, allowing users to experience core functionality before pushing them to pay.
Tinder's monetization strategy is broken into a few key levers, including subscriptions, Super Likes, and Boosts
Tinder monetizes its user base without compromising the user experience by allowing advertisers to display targeted ads to users
The app's success is also attributed to its use of F2P (free-to-play) game monetization principles, such as creating a rewarding core loop for users.
Rewind: The Rewind button allows users to take back their last Like or Nope. This feature is available to Tinder subscribers, enabling them to undo their last swipe
Super Like: The Super Like button allows users to show extra interest in a profile. It's a way to let someone know that they stand out from everyone else. Users can use one Super Like per day, or get more with a Tinder subscription.
Boost: The Boost button allows users to increase the visibility of their profile for a limited time, making it one of the top profiles in the area for 30 minutes. This feature is available for Tinder Gold and Tinder Platinum users
1. Unlimited Rewinds
The IAP within Tinder Plus allows users to rewind or go back to a profile they may have accidentally swiped left on, giving them a chance to consider a potential match.
Besides, users get access to unlimited likes, passports, control of profile visibility, and ad-free swiping.
Tinder Plus comes with flexible subscription levels, including weekly, monthly, and six-month options, to suit distinct user commitments.
The plans are priced weekly, with the monthly plan providing popular value and the six-month plan being the most economical for those seeking the best value.
2. Super Like
The IAP associated with Tinder Gold allows users to ‘Super Like’ a profile, tripling the chance of confirming a match.
Tinder Gold provides subscription plans of 1 week, 1 month, and 6 months, each with a weekly cost. Longer subscriptions imply more savings.
Users gain unlimited likes, pre-swipe match insights, profile rewinds, advanced control, 5 weekly Super Likes, top picks, and a monthly boost to increase match potential.
3. Boosts
The exclusive ‘Boost’ IAP is designed to bring users’ profiles among the top in their selected area for 30 minutes. This is meant to increase the profile visibility and likelihood of getting potential matches.
Users can purchase Boosts in packs of 3, 10, or 20, with a discount of 28% on 10 Boosts and 41% on 20 Boosts.
The feature allows users to leverage the benefits of increased visibility for a limited time, making it an effective tool for those looking to expand their dating pool.
4. Tinder Plus
Tinder Plus subscribers enjoy the benefit of unlimited right swipes and unlimited rewinds, allowing them to express interest in as many profiles as they desire.
With the ‘Passport’ feature available on Tinder Plus, users can match with profiles across global locations.
Users can manage their visibility settings, providing them the choice to select who can view their profile, thereby offering a secure dating experience.
Subscribers receive a monthly profile boost and an uninterrupted user experience with ad-free swiping and profile browsing.
5. Tinder Gold
Tinder Gold provides features like 'See Who Likes You' for quicker matching and 'Top Picks' for curated choices, aimed at increasing the user's likelihood of finding a match.
Subscribers can control their visibility and preferences, including 'Control Who Sees You' and 'Control Who You See'.
Tinder Gold includes free Super Likes, which can multiply the chances of matching, and a monthly free Boost to increase profile visibility.
The service offers an ad-free experience, the ability to hide ads, and additional perks like a Passport feature to connect with people around the world and the opportunity for friends to suggest matches.
6. Tinder Platinum
Tinder Platinum, designed for premium users, is meant for increased visibility. Subscribers have the option of sending messages before a match occurs, allowing them to stand out.
'Likes' sent by Platinum members are given priority, ensuring their profile reaches potential matches and increases the odds of receiving a positive response.
Users can review the 'Likes' they have sent over the past week, allowing them to recall their expressed interests.
Subscribers can enjoy all the popular features of Tinder Gold™. The offering includes Passport, Rewind, Unlimited Likes, five Super Likes per day, and one Boost per month.
7. Tinder SELECT
An exclusive membership program, Tinder SELECT, allows users to send direct messages to other users without having to match first (up to two times a week).
With Tinder SELECT, users get priority status in the 'Likes You' grid of others even without a Gold or Platinum subscription, an exclusive SELECT badge, and access to a special mode where members can interact with highly sought-after profiles.
To apply for Tinder SELECT, a user's profile must have a minimum number of interests and pictures, a bio of a certain length, a relationship goal, and photo verification. This selective process ensures high-quality profiles and exclusivity of this subscription plan.
Tinder SELECT is available as an invite-only subscription plan at a monthly cost of $499. This premium subscription is limited to less than 1% of Tinder’s most active user base.
Pricing Structure
In-app Advertisements
In-app advertisements on Tinder, known as Tinder Ads, offer opportunities for brands to engage with the target audience.
Users are offered in-app rewards, like 5 extra likes or swipes, in exchange for watching in-app ads.
Tinder's swiping interaction is used for ads. Users can swipe left to dismiss the ad or swipe right to learn further about the product.
The swiping integration with in-app ads ensures high visibility and keeps users engaged with the ad content as they would with a potential match.
Spotify Integration
The platform has established a partnership with Spotify, providing subscribers of Tinder Gold with an exclusive three months of complimentary access to Spotify Premium.
Providing a free trial of Spotify Premium incentivizes new users to try out a service they might not have considered otherwise, potentially leading to long-term adoption.
Partnership with Tinder creates a unique selling point for both platforms, setting them apart from their competitors and potentially attracting new users who are interested in the combined offering of music and dating.
Top In-App Purchases
User Acquisition
Revenue: $4,951,507,036
Top Countries Tier:1
USA
🇺🇸 (40%) : $1,998,313,967
UK
🇬🇧 (6%) : $320,523,558
Australia
🇦🇺 (5%) : $235,927,468
Germany
🇩🇪 (5%) : $225,216,658
Canada
🇨🇦 (4%) : $187,792,078
France
🇫🇷 (3%) : $150,903,250
Downloads: 573,066,020
Top Countries Tier:1
USA
🇺🇸 (18%) : 103,953,246
UK
🇬🇧 (8%) : 20,833,598
France
🇫🇷 (3%) : 16,937,834
Germany
🇩🇪 (3%) : 17,822,367
Other Countries:
Brazil 🇧🇷 (13%),
India 🇮🇳(10%)
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $17.35
Tier-2 East: $15.11
Global: $8.64
Top Creatives
Creative 1
CREATED
Oct 12, 2023
IMPRESSION
2,282,871
Impressions by country
France (13%),
Germany (8%),
UK (2%),
USA (1%)
Other countries
Italy (37%),
Spain (27%)
Creative tags
COLORS
Monetization Network:
Creative 2
CREATED
Dec 14, 2023
IMPRESSION
877,644
Impressions by country
France (13%),
Germany (8%),
UK (2%),
USA (1%)
Other countries
Italy (36%),
Spain (27%)
Creative tags
COLORS
Monetization Network:
Creative 3
CREATED
Nov 17, 2023
IMPRESSION
598,868
Impressions by country
France (13%),
Germany (8%),
UK (2%),
USA (1%)
Other countries
Italy (36%),
Spain (27%)
Creative tags
COLORS
Monetization Network:
Top Creatives (Competitors)
1. Bumble
CREATED
Oct 27, 2023
IMPRESSION
1,697,348
Impressions by country
USA (20%),
UK (9%),
France (7%),
Germany (4%)
Other countries
India (12%),
Brazil (6%)
Creative tags
COLORS
Monetization Network:
2. Hinge
CREATED
Aug 18, 2023
IMPRESSION
624,269
Impressions by country
Germany (25%),
France (18%),
UK (5%),
USA (4%),
Canada (1%)
Other countries
India (25%),
Spain (20%)
Creative tags
COLORS
Monetization Network:
User Acquisition Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Downloads
Over the last 14 to 30 days, downloads experienced a 0.89% decline.
There was a 3.13% decrease in downloads during the last 30 to 60 days.
In the last 60 to 90 days, downloads showed a rise of 0.9%.
2. Change in Revenue
Over the last 14 to 30 days, there was a 1.7% decline in revenue.
In the last 30 to 60 days, revenue decreased by 4%.
However, in the last 60 to 90 days, revenue was positive growth of 2.2%.
3. Change in Monetization Networks
YouTube consistently led as the top monetization network, showing equal growth over the last 90 days.
4. Change in Popular Markets
In the last 14 to 30 days, France consistently maintained a positive growth of 11.6%.
Similarly, Germany witnessed a remarkable growth of 11.5% in the same period.
The UK observed an increase of 13.3% in the last 30 to 60 days.
The USA also experienced a 13.3% increase in the last 14 to 30 days.
Creative Strategy
Change in %
% change = ((new value - old value) / old value) * 100
How is Strategy changing?
1. Change in Unique/New Creatives
Over the last 14 to 30 days, there was a rise of 17.9% in new creatives.
In the 30 to 60 days, an increase of 29% was observed.
This upward trend persisted over the last 60 to 90 days, demonstrating a notable growth of 36.8%.
2. Change in Monetization Networks
YouTube continued to be a top monetization platform during the last 90 days.
3. Change in Popular Markets
In the last 14 to 30 days, France experienced an 11.6% rise.
Germany observed a positive change, registering an 11.5% increase in the last 14 to 30 days.
The United Kingdom demonstrated a 13.3% increase over the last 30 to 60 days.
Push Notifications
Tinder sends 3-4 push notifications daily to alert users about new likes and messages, creating a sense of immediacy and increasing in-app engagement.
The notifications often include a direct call to action, like “Act fast to see if they're a match”, urging users to open the app immediately.
Notifications are personalized with names, making them more relatable and prompting users to check who has shown interest in their profile.
Some notifications tease users with incomplete information, such as "You’ve got a new like. Open Tinder to find out…", which piques curiosity and entices users to engage with the app to see full details.
Platforms Supported
Platforms Coming Soon
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