Global dating app installs and sessions declined in both 2024 and 2025, with installs dropping 4% and sessions falling 7% year-over-year in 2025.
However, user retention improved, returning to 2023 levels: Day 1 retention rose from 24% to 26%.
Average session length decreased from 13.21 to 11.49 minutes, while acquisition costs surged—CPI increased from $1.46 to $2.76, and CPM nearly doubled to $8.57.
The paid-to-organic rate rose to 2.14, indicating heavier reliance on paid channels.
Valentine's Day 2025 gave dating apps only a modest lift (installs +12%, sessions +4%), while video streaming apps saw installs spike 138% and recipe apps grew 49%.
Adjust provides cross-channel attribution and cohort analysis to help marketers navigate these trends.
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