Tinder’s premium service is raking in some serious cash

Tinder recently moved to a subscription-based freemium model in order to help make more money, and it looks like it’s paying off. Not only has the dating app’s parent company expressed its delight at how quickly the app’s penetration rates have grown, it also highlighted Tinder’s high renewal rates and the fact that the launch of its premium service has caused the app to move up by six spots on Google Play’s revenue rankings, with even an even more impressive jump on iOS. 

Dating app Tinder’s move into the subscription business seems to be paying off. According to remarks made by parent company IAC during its quarterly earnings reported this week, the company is pleased with Tinder’s penetration rates – it reached its current level of penetration quicker than IAC’s OkCupid did, in fact – and renewal rates are higher than any other product, the company said. Now new data from app store analytics firm App Annie also showcases Tinder’s climb in the charts following the release of Tinder’s subscription service Tinder Plus, which saw the app moving up six spots in Google Play’s revenue rankings, while on iOS it jumped from No. 969 in Overall revenue rankings to No. 26. Tinder reached that No .26 position on March 2 – when the Tinder Plus subscription service debuted. So while the jump is related to a launch event, it’s still a massive leap over a short period of time. More importantly, perhaps, is that throughout the month of March the app remained in the top 100 Overall revenue rankings on iOS. It also climbed up from No. 14 in Lifestyle prior to the Tinder Plus launch to maintain a No. 1 position throughout the month.