--- title: "Dating Apps' Gender Cost Gap: A £40 Per Date Problem" description: "Men pay £40 per date on major platforms, five times more than women. This disparity could threaten long-term growth as regulatory scrutiny increases." lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Dating Apps' Gender Cost Gap: A £40 Per Date Problem", "description": "Men pay £40 per date on major platforms, five times more than women. This disparity could threaten long-term growth as regulatory scrutiny increases.", "abstract": "Men pay £40 per date on major platforms, five times more than women. 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[Home](/) 2. [News](/news) 3. [Data & Analytics](/news) 4. Dating Apps' Gender Cost Gap: A £40 Per Date Problem ![A man looking at a smartphone displaying a dating app alongside floating currency symbols and match analytics.](https://images.pexels.com/photos/18439629/pexels-photo-18439629.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A man looking at a smartphone displaying a dating app alongside floating currency symbols and match analytics. [Data & Analytics](/news?category=data-analytics) # Dating Apps' Gender Cost Gap: A £40 Per Date Problem By [DII Data Team](/author/data-analytics)· May 18, 2026· 5 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgender-imbalance-raises-mens-dating-costs&text=Dating%20Apps'%20Gender%20Cost%20Gap%3A%20A%20%C2%A340%20Per%20Date%20Problem)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgender-imbalance-raises-mens-dating-costs)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fgender-imbalance-raises-mens-dating-costs) Reviewed and updated: July 31, 2026 A A ## Key Points - • Analytics firm PlayersTime revealed male dating app users pay up to £40 per date, which is five times higher than female costs on identical subscriptions. - • Male users average five dates annually compared to 27 dates for female users, with Bumble showing the widest gap at 4.8 dates for men. - • According to PlayersTime, men receive an average of 33 monthly matches on Tinder, while female Tinder users secure 81 monthly matches. - • Match Group reported that Tinder lost paying subscribers for seven consecutive quarters leading up to the fourth quarter of 2024. Dating apps have spent years optimising conversion funnels, retention metrics, and [ARPU](/glossary/arpu). But the industry has been remarkably quiet about a more fundamental number: what subscribers actually pay per date. Fresh data from analytics firm PlayersTime reveals a stark disparity that should trouble anyone thinking about long-term growth. Men on major platforms are paying up to £40 per date — five times what women pay on identical subscriptions — and securing dramatically fewer dates overall. Five annually, compared to 27 for women. The figures from PlayersTime's analysis show the gap at its widest on [Bumble](/companies/bumble), where men average 4.8 dates per year against women's 26.8. ![Person using dating app on mobile phone](https://images.pexels.com/photos/16749378/pexels-photo-16749378.jpeg) Person using dating app on mobile phone The DII Take This is the dating industry's dirty secret made quantifiable. Platforms have built business models that extract revenue from male frustration whilst delivering dramatically inferior ROI. That works until it doesn't — and the combination of member fatigue, regulatory attention to algorithmic pricing, and a consumer advocacy movement armed with hard cost-per-date data could turn this into an existential problem faster than growth teams expect. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. > Any operator still treating this as a feature rather than a bug is storing up trouble. ## The economics of imbalance The cost disparity originates in gender ratios that skew heavily male on most platforms, but it's compounded by algorithmic penalties and behavioural patterns. According to relationship psychologist Limor Gottlieb, cited in reporting by The Times, [men typically deploy high-volume swiping strategies — which many algorithms actively penalise with reduced visibility](https://digitalyieldgroup.com/blog/the-economics-of-attraction-gender-roi-gap-in-mobile-dating/). Women, facing more inbound interest, swipe more selectively. The result: women on [Tinder](/news/tinder-zoom-integrate-world-id) receive an average of 81 monthly matches compared to 33 for men, per the PlayersTime data. Premium subscriptions improve visibility but can't override the supply-demand fundamentals. A small cohort of highly active men captures a disproportionate share of matches, leaving a long tail of paying subscribers with minimal return. What's particularly notable is how rarely this shows up in investor presentations or earnings calls. [Match Group and Bumble focus on paying subscriber](/news/ofcom-updates-online-safety-roadmap-2027) counts, ARPU, and retention. Nobody discusses cost per date, or whether male subscribers are getting sufficient value to sustain long-term growth. ![Couple meeting for first date at cafe](https://images.pexels.com/photos/36763465/pexels-photo-36763465.jpeg) Couple meeting for first date at cafe ## Regulatory exposure ahead The Competition and Markets Authority has spent the past two years examining subscription pricing practices across digital platforms. Gender-based cost disparity — even if driven by user behaviour rather than explicit pricing tiers — sits uncomfortably alongside growing scrutiny of algorithmic fairness. The fact that men and women pay the same subscription price but receive radically different value could invite closer examination, particularly if framed through consumer protection rather than discrimination law. The EU's Digital Services Act mandates transparency around algorithmic systems that significantly affect users. Explaining why male subscribers receive one-fifth the dates for the same price is precisely the sort of disclosure platforms would rather avoid. That doesn't mean current practices are illegal, but it does mean the cost-per-date metric provides regulators and consumer advocates with a quantifiable basis for scrutiny that didn't exist before. > Operators dismissing this as noise should recall how quickly the CMA moved on fake profiles and auto-renewal practices. ## Who's attempting solutions Several platforms have positioned themselves as addressing gender imbalance, though the evidence for improved male outcomes remains thin. [Thursday](/news/thursday-acquires-thursday-com-domain-value) built its model around once-weekly active days, theoretically concentrating liquidity and improving match rates. Feeld, which has built a community around non-traditional relationship structures, claims more balanced gender ratios than mainstream apps. Bumble's women-message-first mechanic was pitched as rebalancing power dynamics, but PlayersTime's data suggests it's delivered the worst male outcomes of any major platform. The 4.8 dates per year figure is particularly striking given that [Bumble](/news/seattle-singles-rising-in-person-dates)'s entire brand positioning has been around creating a better experience. Better for whom, exactly? The uncomfortable reality is that most attempts to address gender imbalance have been marketing exercises rather than structural interventions. Variable pricing by gender would trigger immediate regulatory and reputational risk. Stricter gender ratio management would require turning away male subscribers, directly contradicting growth targets. ![Analytics dashboard showing dating app metrics](https://images.pexels.com/photos/8768570/pexels-photo-8768570.jpeg) Analytics dashboard showing dating app metrics ## What happens when members do the maths The original source material includes a remarkable claim: that this imbalance 'could be a beneficial thing for the industry' because male users are 'more willing' to pay. That's the kind of short-term thinking that works until acquisition costs spike because word spreads that the product doesn't deliver. We've seen this film before in adjacent industries. [Match Group](/news/hinge-acknowledges-difficulties-of-dating)'s Tinder has been losing paying subscribers for seven consecutive quarters as of Q4 2024 results. Bumble's growth has stalled. The narrative from both has been market maturity and increased competition. But if cost per date becomes a standard comparison metric — the way price per gigabyte became standard for mobile carriers — platforms with 5:1 cost disparities between male and female subscribers are going to face uncomfortable questions. The operator that cracks gender balance and can demonstrate superior cost per date won't just gain competitive advantage. They'll reframe the entire market's value proposition and force incumbents to address an inefficiency they've been quietly monetising for years. [Research shows growing disillusionment among male dating app users](https://www.mentorresearch.org/men-are-disillusioned-with-dating-apps-in-the-us-and-england), suggesting that patience with the current model may already be wearing thin. Meanwhile, [studies indicate that male users report significantly higher rates of decreased self-esteem after sustained app use](https://proditive.medium.com/dating-apps-give-men-fewer-matches-but-thats-not-actually-the-problem-9cbee4d04598), pointing to psychological costs beyond the financial metrics. That's either an opportunity or a threat, depending on which side of the imbalance you've been building on. ## Key Takeaways - • Dating app operators face growing subscriber churn and regulatory scrutiny from the UK Competition and Markets Authority if algorithmic visibility penalties disproportionately impair return on investment for paying male subscribers. - • Investors must evaluate cost-per-date metrics as user fatigue and algorithmic transparency mandates under the EU Digital Services Act threaten long-term average revenue per user targets. ## Frequently Asked Questions ### How much do men pay per date on dating apps? ### How many dates do Bumble users get per year? ### How long has Tinder lost paying subscribers? Cite this article [Mergers & Acquisitions](/tag/mergers-acquisitions)[Monetisation](/tag/monetisation)[Regulation & Policy](/tag/regulation-policy) D [DII Data Team](/author/data-analytics) Data & Analytics Desk The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry. [More articles by DII Data Team](/author/data-analytics) ### In this article - [The economics of imbalance](#section-1-the-economics-of-imbalance) - [Regulatory exposure ahead](#section-2-regulatory-exposure-ahead) - [Who's attempting solutions](#section-3-who-s-attempting-solutions) - [What happens when members do the maths](#section-4-what-happens-when-members-do-the-maths) ### Mentioned in This Article Companies [![Thursday logo](https://img.logo.dev/getthursday.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Thursday Dating Platform ](/companies/thursday)[![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Feeld Dating Platform ](/companies/feeld)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) People [ Limor Gottlieb relationship psychologist ](/people/limor-gottlieb) Products [![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Feeld logo](https://img.logo.dev/feeld.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Feeld ](/products/feeld-app)[![Thursday logo](https://img.logo.dev/thursday.dating?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Thursday ](/products/thursday)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app) ## Trending in Dating Tech 1. 1 [![A person holding a smartphone displaying a dating app profile alongside a coffee cup on a wooden table.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-expands-face-check-direct-date) [Hinge's Face Check and Direct to Date Are Admissions That the Core Experience Is Broken](/news/hinge-expands-face-check-direct-date) 2. 2 [![A smartphone displaying a blocked dating application interface beside a digital privacy icon.](https://images.pexels.com/photos/19209287/pexels-photo-19209287.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/turkey-blocks-lgbtq-dating-apps) [Turkey's LGBTQ+ App Ban: A Test for Global Dating Platforms](/news/turkey-blocks-lgbtq-dating-apps) 3. 3 [![A frustrated woman looks at her smartphone screen while sitting alone at a wooden cafe table.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/study-men-go-on-more-dates) [Dating Apps' Gender Imbalance: Women Withdraw as Men Persist](/news/study-men-go-on-more-dates) 4. 4 [![A smartphone screen displaying a Hinge dating profile with a beating heart status badge next to the user name.](https://images.pexels.com/photos/36765306/pexels-photo-36765306.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-signals-feature-highlights-user-engagement) [Hinge's 'Signals' Badge: Engagement Fix or Just a Retention Play?](/news/hinge-signals-feature-highlights-user-engagement) 5. 5 [![A smartphone displaying a modern dating app interface set against the backdrop of the Singapore city skyline.](https://images.pexels.com/photos/28539711/pexels-photo-28539711.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/chinese-dating-app-tantan-rebrands-singapore) [Tantan's 'Intentional Casual' Rebrand: A Strategic Exit from China's Grip?](/news/chinese-dating-app-tantan-rebrands-singapore) ### Create a free account Unlimited access — delivered weekly. 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[← Previous Article Matrimony.com Profits Soar 18.7% as Match Group Misreads India ](/news/matrimony-profit-growth-full-year-decline)[Financial & Investor](/news?category=financial-intelligence)[Next Article → Gen Z's Dating App Disengagement: A Product or Profit Problem? ](/news/hobby-interest-platforms-dating-tools-rise)[Financial & Investor](/news?category=financial-intelligence) ## More in Data & Analytics [View all →](/news?category=data-analytics) [ Data & Analytics ![A close-up view of a smartphone displaying a dating app profile with various paid subscription tiers and notification icons.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match and Bumble's $4B Haul: Monetising Frustration, Not Growth Tinder, Bumble and Hinge generated $4 billion in revenue since January 2024, with April 2025 marking the highest monthly… Thursday 29th May · 1 min read Read → ](/news/dating-app-giants-user-spending-growth)[ Financial & Investor ![A smartphone screen displaying a plans-based dating app interface next to young professionals socialising in Miami.](https://images.pexels.com/photos/36729891/pexels-photo-36729891.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Plus 1's Early Monetization: Investor Pressure or Strategic Confidence? Plus 1 has reached 10,000 downloads in its first six months operating exclusively in South Florida The app has introduce… Friday 3rd April · 1 min read Read → ](/news/plus-1-reaches-10000-downloads-premium)[ Technology & AI Lab ![A person holding a smartphone showing a dating app profile alongside people socialising at an in-person singles event.](https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/render/image/public/media/posts/edb026a8-a42c-4a28-a8cb-bb373dfe4f01.png?width=600&height=340&resize=cover&quality=75&format=origin) ### Tinder's Events Pivot Is a Retention Play, Not a Product Strategy Tinder announces Events tab launching in beta late May/early June, marking first major pivot to in-person meetups Match … Friday 13th March · 1 min read Read → ](/news/tinder-ai-upgrades-event-video-dating)[ Financial & Investor ![A person holding a smartphone showing a vertical video feed next to a laptop displaying dating app user growth metrics.](https://images.pexels.com/photos/7589525/pexels-photo-7589525.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### TikTok's Uncertain Future Forces Dating Apps to Rebuild Their Acquisition Playbook TikTok's latest extension expires 23 January 2026, with no final approval from ByteDance, investors or Chinese governmen… Wednesday 21st January · 1 min read Read → ](/news/tiktok-us-future-uncertain-deadline-approaches) ![](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg) Up next: [Match and Bumble's $4B Haul: Monetising Frustration, Not Growth](/news/dating-app-giants-user-spending-growth) [](/news/dating-app-giants-user-spending-growth) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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