Tinder’s effort to monetise dating takes gold as it becomes top grossing iOS app

Tinder Gold

Mobile dating app Tinder has had a solid affirmation of its monetisation efforts by becoming the top grossing App Store app following the global launch of its premium subscription service Gold.

The chart measures the top earning apps each day and weighs them accordingly. On top of this, App Annie has shared data showing that the app has been in the top 15 earners for the whole of the year on account of its 2015 service, Tinder Plus providing a solid revenue stream.

While Plus allows users to rewind their swipes to take a second opinion on prospective partners, Gold offers more premium features such as letting users immediately match and message, unlimited likes, one profile boost and five super likes each day, all vital parts of the app’s ecosystem.

Although interest in subscriptions could eventually wane, Tinder is also ad supported, meaning it is not dependent on a single stream of revenue. When Gold was announced in June, Tinder said: “We know you. You live in a world where every moment counts — where speed equals success, you're always on the go, and you can't let anything slow you down. Especially your Tinder feed.”

As such it seems to have leveraged speedy couplings by cutting through some of the restrictive features afforded by its free – and original – offering. The feature will set users back £7.49 a month although there are discounts available for long-term subscribers.

Recently, the service became available on desktop, opening up to a whole new userbase on a second platform.

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