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Match made in data: The state of dating apps 2026
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Dating apps have long been a primary way people meet, with 45% of Americans now using them to find dates, more than those meeting through friends, at events, or on social media. According to a 2025 Bumble report, 72% of singles globally say they want to find a long-term partner in the next year.
But user expectations are shifting. Amid phenomena like dating app fatigue, users are becoming more selective and less committal. In response, dating apps are adjusting their strategies.
In this article, we dive into dating app performance alongside the product and market trends influencing how the industry is evolving, with additional analysis of Valentine’s Day–specific behavior.
Swipes slow down: Installs and sessions feel the pressure
Global dating app installs and sessions declined in both 2024 and 2025, with growth slowing even further in the latter year. Year-over-year, installs dropped 4% and sessions fell 7% in 2025, highlighting a challenging landscape for user acquisition and engagement.
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The first half of 2024 saw installs and sessions lag behind the yearly average, with installs dropping 13% in March and sessions down 5%. A mid-year rebound pushed installs 10% to 14% above average from July to October, while sessions climbed 1% to 6%. However, this momentum faded by December, as installs fell 5% below average and sessions dropped to –11%.
2025 started strong, with installs and sessions 6% and 4% above average in January. However, this early momentum faded. From spring through early fall, installs hovered just 1% to 5% above average, while sessions ranged from –1% to 3%. By December, both metrics had dropped, with installs down 11% and sessions down 6%.
Still in the game: Retention rebounds
In 2025, user retention improved, returning to the 2023 level. Day 1 retention climbed from 24% in 2024 to 26% in 2025, with steady gains across the retention curve: day 7 increased from 11% to 7%, day 14 from 8% to 9%, and day 30 from 5% to 6%.
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Pricier user acquisition, but less time per swipe
The average session length for dating apps decreased from 13.21 minutes in 2024 to 11.49 minutes in 2025, Meanwhile, sessions per user on day 0 (day of install) increased from 1.91 to 2.03, suggesting new users opened dating apps more often on their first day, even as time per visit declined.
CTR dropped from 2.2% in 2024 to 1.6% in 2025, while acquisition costs rose across all pricing metrics. CPC increased from $0.18 to $0.48, CPM nearly doubled from $4.37 to $8.57, and CPI climbed from $1.46 to $2.76.
Install per mille dropped from 3.73 to 2.2, meaning fewer installs were generated per thousand impressions. This points to increased competition and pricing pressure.
The paid-to-organic rate increased from 1.65 to 2.14, while reattribution rose from 0.05 to 0.07, suggesting dating apps are relying more on paid channels to acquire and re-engage users.
Valentine’s Day app trends 2025
Valentine’s Day still drives mobile engagement, but dating apps are no longer necessarily the main focus. Our analysis highlights which app categories captured the most user activity ahead of Valentine’s Day 2026, helping marketers plan effective campaigns.
In 2025, users planned for Valentine’s Day in advance rather than waiting until the last minute. Installs and sessions peaked ahead of February 14, as people downloaded apps and returned often to organize meals, entertainment, and social plans in advance.
Recipe apps saw strong growth in both installs and sessions. Installs rose gradually in early February, hitting a +49% on February 11. Sessions picked up after February 9 and peaked at 31% above average on February 11, remaining high through February 13. Food delivery apps did get a boost on Valentine’s Day, with installs up 16% over the yearly average.
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Video streaming apps saw the biggest pre-Valentine’s Day surge. Downloads jumped 138% above the daily average on February 9, with sessions up 29% on February 9 and 24% on February 10. Engagement stayed high through February 13, but both metrics dropped on Valentine’s Day itself.
Social networking apps also saw early gains. Installs peaked at 37% above average on February 9, and sessions grew steadily before Valentine’s Day.
Dating apps saw only a small lift. Installs were 12% above average on February 9, and session growth reached +4% between February 9 and 12 before dropping to +1% on Valentine’s Day. Like previous years, Valentine’s Day was not a major driver for new users or engagement in this category.
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What comes next?
As the dating app space evolves, a clear view of performance is essential, especially when launching new features, testing monetization strategies, or planning campaigns for key moments like Valentine’s Day.
Adjust gives teams a clear picture of how product updates and marketing activities drive growth. With cross-channel attribution, cohort and event tracking, and flexible reporting, you can pinpoint what’s driving installs, engagement, revenue, and retention. It’s also easy to compare performance across segments, campaigns, and seasonal periods, so you can make informed decisions.
If you want to learn more about how Adjust can support your app business, request a demo today!
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