Resources · Benchmarks

Dating operator benchmarks.

Conversion, revenue per user, retention, churn, and acquisition costs for dating sites and apps. Sourced from public 2024-2025 industry data, presented without spin, with every figure linked to its source.

Methodology & caveats

  • Figures are compiled from public 2024-2025 industry sources, listed at the foot of this page.
  • Most are mobile-app data. Treat them as directional for white-label dating sites, which have different traffic and trial dynamics.
  • White-label operators partly avoid the cold-start problem via the shared member pool, so first-month metrics often outperform raw app benchmarks.
  • Any vendor-supplied figure is labelled as a vendor claim, not a benchmark.
  • These ranges will be refined over time by the WhiteLabelDating operator survey below.

Conversion

How efficiently visitors become free signups and then paying members.

Free to paid conversion

Lower for casual; higher for mainstream products with well-timed paywalls.

~3.2% median
2-8%
as of 2024-2025businessofapps.com revenuecat.com datingpro.com Related: Dating freemium vs paid →

Trial to paid (17-32 day trial)

For mid-length trials. Shorter trials convert lower; longer trials skew this number upward.

~46%
35-55%
as of 2024-2025revenuecat.com Related: Dating subscription pricing →

Revenue per user

What an active user (and a paying user) is worth per month.

ARPU (per active user)

Declining from ~$46 (2018) toward ~$39 by 2028; US ARPU sits around ~$23.

~$26 / month
$20-40
as of 2024-2025electroiq.com Related: How much can you earn? →

ARPPU (per paying user)

What an actual subscriber pays per month, before any platform revenue-share.

~$21-28 / month
$15-35 / month
as of 2024-2025helplama.com Related: How dating sites make money →

Retention & churn

How many users stick around past day one, day seven, and month twelve.

Day 1 retention

Roughly one in four installs opens the product the day after signup.

~24%
20-28%
as of 2024-2025businessofapps.com

Day 7 retention

Around one in ten remain active after a week.

~11%
10-14%
as of 2024-2025businessofapps.com

12-month subscriber retention

Most dating subscribers cancel within a year. Plan LTV accordingly.

~3-4%
3-5% (≈90-95% churn within a year)
as of 2024-2025businessofapps.com datingadvice.com

Monthly subscriber churn

Dating sits well above the cross-category average of ~9% per month.

10-15% / month
8-18% / month
as of 2024-2025revenuecat.com

Acquisition cost

What it costs to get an install or a registration from paid channels.

Cost per install (dating)

Rose from ~$1.46 (2024) to ~$2.76 (2025). Paid social and search-led.

~$2.65
Android ~$2.06 / iOS ~$3.70
as of 2024-2025businessofapps.com mobilemarketingreads.com

Cost per registration

Heavy regional spread. Niche, English-language NA traffic is the priciest.

~$5.25
NA ~$5.28 / EMEA ~$1.03 / APAC ~$0.93
as of 2024-2025businessofapps.com adjust.com Related: SEO for dating sites →

Market size

The overall pie operators are competing for.

Global market size

North America accounts for ~39% of global revenue.

~$11-12B in 2025
→ ~$21B by 2033 (CAGR ~7.4%)
as of 2024-2025precedenceresearch.com

Submit your numbers

Drop in any subset of your real numbers. We compare them against the benchmarks above and, if you opt in, add them anonymously to the operator dataset. No accounts, no PII.

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