Hinge tests cheaper tier

Match Group announced during its third-quarter earnings call on Monday that Hinge is testing a new lower-priced subscription plan with additional filters and custom location boundaries.

Designed for price-sensitive users

Steve Bailey, chief financial officer of Match Group, said the plan is designed for women in particular but also for price-sensitive users who want more control over who they see.

“It's designed for women in particular, but also for price-sensitive users.”

Hinge's pricing problem

Hinge is one of Match Group's highest-priced products with revenue per payer around thirty dollars, almost twice that of Tinder, but has lower payer penetration than Tinder.

“The revenue per payer, for example, at Hinge is almost twice that of Tinder, around $30.”

Users tired of subscriptions

Dating apps are struggling to convince people to pay for services as users face subscription fatigue, endless swiping, and frustration with the overall dating experience.

Hinge's strong quarter

Despite testing a cheaper plan, Hinge had a strong quarter with global monthly active users growing twelve percent year over year, direct revenue increasing nineteen percent, and paying users rising twenty-three percent to two point…

Tinder's decline

By comparison, Tinder brought in four hundred eighty million dollars in direct revenue but experienced a slight two percent decline year-over-year, with eight point nine million paid users, a four percent decline from a year…

Beyond cheaper subscriptions

Match Group is testing Group Hangouts and Events to make platforms feel less like traditional dating apps, and plans to test real-time adaptive recommendations in the fourth quarter to make suggestions more relevant.