Online Dating - Europe

  • Europe
  • Revenue in the Online Dating market is projected to reach €0.59bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 1.65%, resulting in a projected market volume of €0.63bn by 2028.
  • In the Online Dating market, the number of users is expected to amount to 88.6m users by 2028.
  • User penetration will be 9.3% in 2024 and is expected to hit 10.4% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €7.49.
  • In global comparison, most revenue will be generated in the United States (€1,291.00m in 2024).
  • With a projected rate of 17.9%, the user penetration in the Online Dating market is highest in the United States.

Key regions: United States, China, Japan, Europe, Germany

Comparación de regiones

Analyst Opinion

The Online Dating market in Europe has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing use of technology in everyday life.

Customer preferences:
In today's fast-paced and digital world, customers are looking for convenient and efficient ways to meet new people and form connections. Online dating platforms provide a convenient solution, allowing users to browse through profiles and connect with potential partners from the comfort of their own homes. This appeals to a wide range of customers, including busy professionals who may not have the time or opportunity to meet new people through traditional means. Additionally, the ability to filter and search for specific criteria allows users to find potential matches that align with their preferences and values.

Trends in the market:
One of the key trends in the Online Dating market in Europe is the increasing popularity of mobile dating apps. With the widespread use of smartphones and the convenience they offer, more and more people are turning to mobile apps to find love. These apps provide a seamless user experience, allowing users to swipe through profiles and chat with potential matches on the go. This trend is particularly prevalent among younger generations, who are more comfortable with using technology and are always connected to their smartphones. Another trend in the market is the growing acceptance and normalization of online dating. In the past, there was a stigma associated with meeting someone online, but this perception has shifted in recent years. As more people have success stories and positive experiences with online dating, it has become a socially acceptable way to meet new people. This has led to an increase in the number of users and a broader demographic of people participating in online dating.

Local special circumstances:
While the overall trends in the Online Dating market in Europe are similar across countries, there are some local special circumstances that influence the market. For example, in countries with a higher population density and urbanization rate, there may be a larger pool of potential matches for users to choose from. On the other hand, in more rural areas, the pool of potential matches may be smaller, leading to a different user experience.

Underlying macroeconomic factors:
The Online Dating market in Europe is also influenced by underlying macroeconomic factors. For example, in countries with high levels of disposable income and a strong economy, users may be more willing to pay for premium features and services offered by online dating platforms. Additionally, in countries with a higher proportion of single adults, there may be a larger market for online dating services. Cultural factors also play a role, as attitudes towards relationships and dating can vary across different countries in Europe. In conclusion, the Online Dating market in Europe is experiencing growth due to changing customer preferences and the increasing use of technology. Mobile dating apps and the normalization of online dating are key trends in the market. Local special circumstances and underlying macroeconomic factors also play a role in shaping the market dynamics. As technology continues to advance and societal attitudes towards online dating evolve, the market is expected to further expand in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Visión general

  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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