Online Dating - United States

  • United States
  • Revenue in the Online Dating market is projected to reach €1.29bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 1.88%, resulting in a projected market volume of €1.39bn by 2028.
  • In the Online Dating market, the number of users is expected to amount to 65.9m users by 2028.
  • User penetration will be 17.9% in 2024 and is expected to hit 19.0% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €21.33.
  • 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 United States has been experiencing significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences:
One of the key factors driving the growth of the Online Dating market in United States is the increasing acceptance and popularity of online dating among consumers. With busy lifestyles and limited time for socializing, many individuals are turning to online platforms to meet potential partners. The convenience and accessibility of online dating platforms have made them a preferred choice for a wide range of customers, including young professionals, single parents, and older adults. Additionally, the ability to connect with people from different backgrounds and locations has also contributed to the popularity of online dating in United States.

Trends in the market:
A major trend in the Online Dating market in United States is the rise of mobile dating apps. With the widespread adoption of smartphones and the increasing availability of high-speed internet, mobile dating apps have become an integral part of the online dating experience. These apps offer users the convenience of accessing dating platforms on the go, allowing them to connect with potential partners anytime and anywhere. The popularity of mobile dating apps has also been fueled by the gamification of the dating process, with features such as swiping and matching algorithms adding an element of fun and excitement to the experience. Another trend in the Online Dating market in United States is the growing focus on niche dating platforms. As the market becomes more saturated, dating platforms are targeting specific customer segments to differentiate themselves and attract a loyal user base. Niche dating platforms cater to specific interests or demographics, such as religious affiliations, ethnic backgrounds, or shared hobbies. By providing a more tailored and specialized dating experience, these platforms are able to attract users who are looking for more specific matches and connections.

Local special circumstances:
The United States has a large and diverse population, which presents both opportunities and challenges for the Online Dating market. On one hand, the size of the market offers a vast pool of potential users, allowing dating platforms to attract a large user base. On the other hand, the diversity of the population means that dating platforms need to cater to a wide range of preferences and cultural norms. This requires a localized approach, with platforms adapting their features and marketing strategies to appeal to different regions and communities within the United States.

Underlying macroeconomic factors:
The growth of the Online Dating market in United States is also influenced by underlying macroeconomic factors. A strong economy and high disposable incomes contribute to increased spending on leisure activities, including online dating. In addition, the high rate of internet penetration and access to technology in United States has created a favorable environment for the growth of the online dating industry. As technology continues to advance and become more integrated into everyday life, the Online Dating market in United States is expected to continue its upward trajectory.


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