Fewer People Are Paying To Swipe On Tinder

With its stock price down 76% since the end of 2021, Match Group — which owns Tinder, Hinge, Match.com, and OkCupid — has been under heavy pressure from activist investors to turn things around. Given its size and maturity, Tinder has long been the company’s cash cow, accounting for $2 billion of direct revenue over the last 12 months, nearly 4x what Hinge brought in and ~57% of the company’s total revenue. 

But with a declining user base and a reputation for hook-ups rather than long-term connection, how do you turn Tinder around? Match Group execs, like plenty of business leaders before them, are looking to AI as a potential solution. The company is hoping that “advanced AI” will help people find matches on the platform more easily, with one slide in the company’s presentation showing an AI-powered insight for an “outdoorsy” individual looking to meet someone.

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