OBSERVER - With ~300M people using dating apps around the world, the online dating business is expected to reach $14.42B in revenue by 2030. While publicly traded dating apps have lagged behind the Dow Jones and S&P 500 indexes over the past few years and investors are reluctant to bet on this category, the largest dating app companies perform fairly well financially. Match has seen its revenue and profit grow in recent years but faced a 5% drop in paying users YOY, attributed to Tinder's 50% price increase. In response, Match introduces weekly subscriptions to appeal to Gen Z's. Analyst Ygal Arounian highlighted the companies' challenge: "Both Match and Bumble are trying to convert free users to paying users, but they need to maintain the quality of the experience while being careful about putting too many things behind a paywall and hurting the experience."