Adapty unveils game-changing insights on dating app monetisation at last week’s Dating and Social Discovery Conference in New York
During Wednesday’s Dating and Social Discovery Conference in New York, Ben Gohlke of Adapty shook up industry assumptions with fresh data and proven strategies that are transforming how dating apps generate revenue in 2025.
Contrary to conventional wisdom, subscriptions are no longer king. Adapty’s analytics reveal that a staggering 75.8 per cent of dating app revenue comes from one-time purchases, leaving traditional subscriptions trailing at just 24.1 per cent. Even more surprising? Trial-based subscriptions are virtually extinct.
Gohlke emphasized the importance of early engagement, noting that user activity peaks within the first 30 days, with churn spiking sharply by month two. Long-term retention remains elusive, making early monetization essential.
Among the headline strategies:
- Weekly subscription plans are outperforming monthly options in key geographies
- A/B testing of pricing and paywall placement is no longer optional—apps running 5+ paywall tests saw a 10 per cent month-over-month boost in MRR, with one test driving a 39 per cent revenue surge
- Targeted price tier adjustments in Tier-2 and Tier-3 markets delivered revenue boosts of 40 per cent or more
- Refund recovery tools like Adapty’s Refund Saver are reclaiming up to 57 per cent of lost revenue—automatically
“Your users swipe based on data. Your subscription strategy should, too,” Gohlke urged.
As dating app competition intensifies, Gohlke’s message was clear: Test more. Tweak often. Monetize smarter.
For dating apps looking to scale revenue without guesswork, Adapty’s full stack of tools and insights are redefining the playbook for 2025.
