Hinge Tests Budget Subscription Plan to Draw More Paying Users

Match Group is testing a cheaper subscription plan for Hinge as users grow tired of paying for dating apps. The company announced the new tier during its third-quarter 2026 earnings call on Monday. The upcoming plan will offer custom location boundaries and extra filters to give users more control over their matches. Steve Bailey, chief financial officer of Match Group, said the plan targets price-sensitive users and women in particular. He noted that Hinge is among the company's highest-priced products, with a revenue per payer of around $30, which is almost double that of Tinder. However, Hinge's payer penetration is only slightly more than half that of Tinder. Match Group has not yet revealed how much the new subscription will cost.

Growth And Strategy

The test comes despite strong performance from Hinge, which outperformed Tinder during the quarter. Hinge grew its global monthly active users by 12 percent year over year, while its direct revenue increased 19 percent. Paying users on Hinge rose 23 percent to reach 2.3 million by the end of the quarter, bringing in $221 million in direct revenue. By comparison, Tinder brought in $480 million in direct revenue but saw a 2 percent decline year over year, along with a 4 percent drop in paid users to 8.9 million. In 2023, Hinge experimented with a more expensive tier, but the company is now testing a more affordable option to reach a broader audience.

Context

Dating apps are facing widespread subscription fatigue and general user frustration with endless swiping and the overall dating experience. To combat this, Match Group is introducing alternative features like Group Hangouts and Events, alongside real-time adaptive recommendations for Tinder.