- MTCH and BMBL app monetization peaked last summer
- Dating app growth inflected negative YoY in June
- User engagement trend lines (below) show Bumble is declining, while consensus expects a QoQ acceleration in Paying Users
Dating apps’ declining user growth could be justified by increased monetization, given MTCH and BMBL maturity, but user engagement trends are lukewarm year-to-date.
Below we look at Average Minutes per Daily Active User (DAU), as non-paying dating app users will have a limit to usage. Hinge (MTCH) has improved this metric since the start of the year, while Bumble (BMBL) has declined.
The market expects to see a sequential growth in BMBL’s Paying Users, but app engagement metrics signal differently.
Bumble (BMBL): Correlation Coefficient of >.9 Exists Between Apptopia Daily Active Users and Bumble Paying Users
