Match Group is testing a new, more affordable subscription tier for its Hinge dating app. The company aims to attract price-sensitive users and increase its current payer penetration, which remains lower than that of Tinder.
The upcoming Hinge plan will offer additional filtering options and custom location boundaries. According to CFO Steve Bailey, the average revenue per payer for Hinge is approximately $30, which is nearly double that of Tinder.
This strategy marks a shift from 2023, when the company focused on testing higher-priced tiers. Match Group is now exploring whether lower costs can convert a broader audience into paying customers amid growing user subscription fatigue.
Tinder, another Match Group property, reported $480 million in direct revenue for the third quarter of 2026, representing a 2% year-over-year decline. The platform currently has 8.9 million paid users, down 4% from the previous year.
To combat declining engagement, Match Group is introducing new features like Group Hangouts and Events. Additionally, the company plans to test real-time adaptive recommendations in the fourth quarter to improve personalization.
