Matchmaking - Japan

  • Japan
  • Revenue in the Matchmaking market is projected to reach €285.60m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 3.36%, resulting in a projected market volume of €326.00m by 2028.
  • In the Matchmaking market, the number of users is expected to amount to 3.4m users by 2028.
  • User penetration will be 2.5% in 2024 and is expected to hit 2.8% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €93.36.
  • In global comparison, most revenue will be generated in China (€1,123.00m in 2024).
  • With a projected rate of 3.8%, the user penetration in the Matchmaking market is highest in South Korea.

Key regions: India, South Korea, China, Asia, United States

Comparaison de régions

Analyst Opinion

The Matchmaking market in Japan has seen significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences:
In Japan, there is a strong cultural emphasis on marriage and family, leading to a high demand for matchmaking services. Many Japanese people view marriage as a crucial milestone in their lives and seek assistance in finding a suitable partner. Additionally, the country's aging population and low birth rate have created a sense of urgency among individuals to find a life partner. As a result, matchmaking services have become increasingly popular, offering a convenient and efficient way for people to meet potential partners.

Trends in the market:
One notable trend in the Japanese matchmaking market is the increasing use of technology. Online platforms and mobile applications have become common tools for matchmaking, allowing individuals to connect with potential partners based on their preferences and compatibility. These platforms offer a wide range of features, such as personality assessments and algorithm-based matching, to enhance the matchmaking process. Another trend is the rise of specialized matchmaking services. Rather than relying on traditional matchmaking agencies, many Japanese people are turning to niche services that cater to specific demographics or interests. For example, there are matchmaking services exclusively for professionals, seniors, or individuals with specific hobbies or interests. This trend reflects the growing desire for personalized and tailored matchmaking experiences.

Local special circumstances:
Japan's unique social and cultural dynamics play a significant role in shaping the matchmaking market. The country's traditional values and expectations around marriage create a strong demand for matchmaking services. Additionally, the high cost of living and long working hours in Japan often leave little time for individuals to actively search for a partner, making matchmaking services an attractive option. Furthermore, the declining birth rate and aging population in Japan have contributed to the growth of the matchmaking market. With fewer young people available for marriage, individuals are increasingly turning to matchmaking services to expand their options and increase their chances of finding a suitable partner.

Underlying macroeconomic factors:
Japan's economic stability and high disposable income levels have also contributed to the growth of the matchmaking market. Individuals in Japan are willing to invest in matchmaking services, recognizing the potential benefits of finding a compatible partner. Additionally, the country's strong technological infrastructure and widespread internet access have facilitated the growth of online matchmaking platforms. In conclusion, the matchmaking market in Japan is experiencing significant growth due to changing customer preferences, such as the desire for personalized and technology-driven matchmaking experiences. The country's unique social and cultural dynamics, along with underlying macroeconomic factors, further contribute to the market's expansion. As the demand for matchmaking services continues to rise, the market is likely to see further innovation and diversification in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.

Vue d’ensemble

  • Revenue
  • Demographics
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
Veuillez patienter