Match Group Q3 Report: Analysing Dating Trends in Japan

Match Group has released its Letter to Shareholders for the third quarter of 2022, outlining the company’s latest financial and business results. In this article, we look at what the report shares about dating trends in Japan.

The report starts by assuring shareholders “the fundamental drivers of a strong market for dating services remain intact”, pointing to the low levels of marriage in the country, the lowest since the end of the second World War. 

Initially, the report’s findings are not overly positive. While finding a partner in the country is challenging, and despite being the third largest economy in the world, online dating is not as popular as in other developed regions, it states.

Furthermore the pandemic impacted the country on a social level, resulting in the market growth slowing down, where pre-pandemic it had been developing steadily. 

However, there are good signs. The report states that research indicates Japanese under 30 years old use dating apps more, often with 4 apps at a time.

This benefits Match Group as Pairs and Tinder are popular, with remaining first-choice among millennials, and growing among Gen Z, respectively.

“We’re confident that we will capitalise on the leading position of our brands and the local expertise of our teams on the ground as the Japanese market returns to growth”, the report concludes.