Do you really know?

Why are more and more people paying to find love?

Jan 27, 2025

Explore the evolving landscape of online dating, where a third of relationships now start on digital platforms. Discover the impact of a rising trend: premium subscriptions, with Tinder's new invite-only service costing almost £5,000 annually. Delve into the reasons behind users opting to pay for love and the potential benefits of these costly memberships. Navigate the fine line between casual encounters and serious commitments in a world where finding love can often have a hefty price tag.

04:24

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Quick takeaways

The rise of online dating has dramatically changed how relationships form, with forecasts predicting over half will initiate digitally by 2035.

The commercialization of dating apps, like Tinder Select, shows users are increasingly willing to pay for enhanced features to improve their matchmaking experience.

Deep dives

The Shift to Online Relationships

A significant trend is emerging in the world of dating, where more individuals are turning to online platforms to find love. According to a report from eHarmony, a third of relationships formed between 2015 and 2019 began online, up from just 19% in the previous decade. This shift indicates a growing reliance on digital matchmaking, with projections suggesting that by 2035, over half of all relationships will initiate through online dating. As social dynamics change, traditional dating methods are increasingly supplemented or replaced by digital interactions.

The Rising Cost of Finding Love: An Exploration of Dating App Subscriptions

4min

According to a 2019 report from eharmony, a third of relationships had started online between 2015 and 2019, compared to just 19% in the preceding decade. The so-called “Future of Dating” also suggested that by the year, more than half of relationships will have begun online.

Whether you're seeking a serious relationship or just a casual fling, there's something out there for everyone. As with any constantly evolving market, dating apps have turned into a real business, and the quest for love can come with a hefty price tag. In September 2023, Tinder introduced a new invite-only service called Tinder Select, and brace yourself – it costs £4925 per year.

But why pay, you might wonder? And can you still use these apps for free? In under 3 minutes, we answer your questions!

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A podcast written and realised by Joseph Chance.

First Broadcast: 6/11/2023

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