Match Group tests cheaper Hinge plan to boost payer conversion amid dating app fatigue
Match Group CFO Steve Bailey revealed Hinge has nearly double Tinder's revenue per payer but half its penetration, prompting a test of a lower-cost tier to expand its paying user base.
Match Group announced during its third-quarter 2026 earnings call that it is testing a cheaper subscription plan for its dating app Hinge. The move aims to convert more users into paying customers as people grow increasingly tired of expensive dating app subscriptions. Steve Bailey, Chief Financial Officer of Match Group, stated the new tier is designed for women and price-sensitive users, offering features like additional filters and custom location boundaries.
The decision highlights a strategic tension within Match Group’s portfolio. According to Bailey, Hinge is one of the company’s highest-priced products, with revenue per payer at approximately $30—nearly twice that of Tinder. However, Hinge’s payer penetration is only slightly more than half that of Tinder. While Hinge reported strong growth in Q3 2026, with global monthly active users up 12% year-over-year and direct revenue increasing 19%, its paid subscriber count stands at 2.3 million. In contrast, Tinder generated $480 million in direct revenue but saw a slight 2% decline year-over-year, with 8.9 million paid users.
This shift marks a reversal from Hinge’s previous strategy. In 2023, the company experimented with a more expensive tier aimed at users willing to pay extra for advanced features. Now, facing broader subscription fatigue, Match Group is exploring whether a more affordable option can appeal to a wider audience without diluting the brand’s premium positioning. The exact price of the new tier remains undisclosed.