Match Group Charts Long-Term Growth Path Centered on AI and User Engagement

At Citi’s 2025 Global Technology, Media and Telecommunications Conference, Match Group outlined a clear shift in strategy under CFO Steven Bailey’s guidance – moving away from short-term monetization and toward sustained user growth, innovation, and market expansion.

Bailey emphasized the company’s ambition to reach a broader demographic – specifically, the estimated 250 million global active daters not yet engaging with apps. Central to this strategy is increasingly leveraging artificial intelligence not only to personalize user experiences and bolster safety but also to improve operational efficiency.

One significant opportunity identified is the adoption of in-app payments. With Match Group currently paying approximately $700 million annually in fees to Apple and Google, enabling in-app transactions could potentially save the company more than $65 million in the coming year.

Financial disclosures reveal a mixed outlook. While the company’s Q2 2025 revenue held steady at around $864 million, paying user numbers declined by 5% to 14.1 million. Despite this dip, revenue per payer increased by 5%, signaling continued monetization strength. A notable upside is Hinge’s performance trajectory. The app is projected to reach $1 billion in annual revenue by 2027, supported by AI-driven enhancements and earlier traction—reports indicate revenue growth of 25% year-on-year in Q2 2025, along with increased user engagement.

Match Group is positioning itself for what it terms the “long game”, balancing internal efficiencies with external innovation. As part of its three-year turnaround roadmap, the emphasis on AI, strategic reinvestment, and operational streamlining marks a significant recalibration of priorities