The number of paying customers taking advantage of Tinder Plus subscriptions has passed the 1m mark for the first time as singletons stump up less than $5 a month to unlock an unlimited number of swipes to find their dream partner.
This growth has seen Tinder become one of Match’s most lucrative domains as members seek to take advantage of premium features such as removing ads, reversing an inadvertent swipe and update location.
Tinder is seeking to move away from its widely perceived status as a simple hook-up app by offering members a more detailed tools to find connections but Match rejects the notion that such moves will undermine its more traditional platforms including Match.com and OkCupid.
Match Group CEO Greg Blatt said: "Nothing we see in the numbers support the idea that Tinder is the driver of any softness in our business. Tinder is a huge category expansion story. The category expansion far outweighs any cannibalistic impact.