Dating Apps Shift Strategy Toward Asia as Western Growth Slows

Major online dating platforms are increasingly directing attention to Asian markets as growth in North America and Europe softens, industry data and executive commentary show. This trend reflects both a saturation of users in Western regions and shifting cultural attitudes in Asia that are reducing stigma around digital matchmaking.

Companies such as Match Group, which operates Tinder, Hinge and OKCupid, and others including Coffee Meets Bagel are reporting stagnation or decline in active users in traditional markets. Analytics firms tracking mobile app usage found Tinder’s active user base dropped by around 10% in the first half of 2025 compared with the same period in 2024, while Bumble saw about a 5% decrease. Additionally, time spent on dating apps in the U.S. has shown year-over-year declines, underscoring waning engagement in some segments.

Against that backdrop, Asia is emerging as a dynamic region for online dating adoption. Three of the top five global markets by download volume for dating apps in 2025 were in Asia, led by India with over 200 million downloads, followed by China and Indonesia. Despite slower relative growth in revenue, these markets represent significant user engagement opportunities for developers and platform operators.

Industry leaders point to cultural differences in how dating apps are used across regions. In several Asian markets, users tend to approach dating services with more “goal-oriented” intentions, prioritising information-rich profiles and long-term relationships over the casual “swipe” engagement that has dominated Western usage. Services in Japan and Korea, for example, integrate locally relevant features such as blood type indicators or employment verification to align with regional dating norms.

Local attitudes are also evolving. Increasing numbers of women in urban Asian centres are adopting online dating as accepted practice for finding partners, moving beyond traditional introductions through family and friends. This cultural shift, together with expanding internet access and smartphone penetration, is helping to sustain growth in Asia even as Western markets adjust to slower user acquisition.