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Mobile Trends

Mobile Apps are trending towards premium subscriptions

In a bid to broaden their user base and increase subscription revenues, mobile applications are pivoting towards premium subscription tiers. Leading dating apps like Tinder, Match, and Bumble are spearheading this trend by introducing premium tiers that could potentially cost as much as $500 per month.

We Grow Team

The shift toward premium tiers isn't exclusive to Tinder

Other prominent dating platforms, such as Match and Bumble, are actively exploring strategies to sustain their revenue growth. They've noticed that users' interest in paid features has plateauedAccording to reports, one emerging strategy involves the introduction of weekly subscription plans aimed at enticing a larger audience to explore paid services.

Match Group, for instance, has seen substantial interest in its newly introduced weekly subscription models. In the UK, there has been a notable 73% increase in the adoption of paid plans by Gen Z women on Tinder since the introduction of these weekly subscriptions in April. A similar trend has been observed on Hinge, another app under the Match Group umbrella, as well as Bumble. However, the drawback of weekly subscriptions is their potential for less predictable revenue, as users may subscribe for short durations and then cancel.

To address this issue, companies are exploring premium tiers with higher price points. Match Group, for example, is gearing up to launch a subscription tier priced at $500 per month in the near future. Bumble, which already offers weekly subscription options, plans to test a premium tier later this year, alongside a more budget-friendly option tailored specifically for Gen Z users.

Grindr is also experiencing positive results from its new weekly subscription option and is considering the introduction of more affordable choices as well as a premium tier.

These premium tiers are designed to cater to individuals seeking a more personalized and precise matchmaking experience.

While introducing these high-priced tiers, both Bumble and Grindr are also exploring the possibility of offering new, lower-cost tiers compared to their current subscription plans.It's worth noting that dating apps are not the only companies striving to adapt to the preferences of Gen Z users. In April, YouTube unveiled two new advertising options aimed at making it easier for advertisers to connect with this demographic.

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