- Besides Plus and Gold subscription, Platinum is still in testing phases;
- If it proves itself to be successful it should be able to global roll out later in Q4.
Tinder is testing a new top-level subscription plan, Tinder Platinum, which it expects to roll out during the forth-quarter. At Tinder’s parent company Match Group earnings call, Shar Dubey, Match Group’s CEO said that Platinum is designed to provide additional value beyond Tinder Gold by increasing users’ chances to get more matches and more conversations.
Besides Plus and Gold subscription, Platinum is still in testing phases but if it proves itself to be successful it should be able to global roll out later in Q4. According to the CEO, Gold was by far the most successful and unique revenue feature Tinder has ever launched, almost doubling its subscriber conversion.
However, Platinum is not at all expected to be anywhere close to it. “This is more about adding, giving our power users more control, a better experience and more advantages”.
Match Group’s total revenue in the second-quarter grew 12% over the prior year quarter to $555 million and the average subscribers increased 11% to 10.1 million, up from 9.1 million in the prior year quarter. “Our first time subscribers and direct revenue grew year-over-year across almost all of our major brands. Now, the organic word-of-mouth driven new user trends, those haven’t fully recovered yet, probably because the much lower level of socializing going on in the world”, Dubey said.