Online Dating - Japan

  • Japan
  • Revenue in the Online Dating market is projected to reach €75.93m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.29%, resulting in a projected market volume of €83.14m by 2028.
  • In the Online Dating market, the number of users is expected to amount to 8.1m users by 2028.
  • User penetration will be 6.1% in 2024 and is expected to hit 6.6% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €10.04.
  • In global comparison, most revenue will be generated in the United States (€1,291.00m in 2024).
  • With a projected rate of 17.9%, the user penetration in the Online Dating market is highest in the United States.

Key regions: United States, China, Japan, Europe, Germany

Comparaison de régions

Analyst Opinion

The Online Dating market in Japan has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences:
Japanese customers are increasingly turning to online dating platforms to find romantic partners. This shift in preference can be attributed to several factors. Firstly, the convenience and accessibility of online dating platforms allow users to connect with potential partners anytime and anywhere. This is particularly appealing to busy individuals who may not have the time or opportunity to meet new people through traditional means. Additionally, the anonymity provided by these platforms allows users to feel more comfortable and confident in expressing themselves, leading to more meaningful connections.

Trends in the market:
One notable trend in the Japanese online dating market is the rise of niche dating platforms. These platforms cater to specific interests or demographics, such as religious affiliations, hobbies, or age groups. This trend reflects the increasing desire for personalized and targeted dating experiences. By focusing on specific niches, these platforms are able to provide users with more relevant matches and increase the chances of finding a compatible partner. Another trend in the market is the integration of artificial intelligence (AI) and machine learning technologies. These technologies are being used to improve the matching algorithms of online dating platforms, resulting in more accurate and personalized recommendations. AI can analyze user data, preferences, and behavior to identify potential matches, increasing the likelihood of successful connections. This trend is expected to continue as AI technology advances and becomes more sophisticated.

Local special circumstances:
Japan's unique cultural and social dynamics also contribute to the development of the online dating market. In Japanese society, there is often a strong emphasis on conformity and group harmony. This can make it challenging for individuals to express their true selves and find compatible partners through traditional methods. Online dating platforms provide a more relaxed and open environment for individuals to explore their personal preferences and connect with like-minded individuals. Furthermore, Japan has a rapidly aging population, with a significant proportion of the population being single or divorced. This demographic shift has created a growing demand for online dating services among older adults who are seeking companionship or romantic relationships. Online dating platforms offer a convenient and discreet way for older adults to meet potential partners, addressing the social isolation that can come with aging.

Underlying macroeconomic factors:
The growth of the online dating market in Japan is also influenced by underlying macroeconomic factors. Japan has a highly developed and technologically advanced society, with a high internet penetration rate. This provides a solid foundation for the growth of online dating platforms, as more people have access to the internet and are comfortable using digital services. Additionally, Japan has a strong culture of consumerism and a high disposable income. This enables individuals to invest in online dating services and explore different platforms to find their ideal partners. The willingness to spend on online dating services contributes to the overall growth and profitability of the market. In conclusion, the Online Dating market in Japan is experiencing significant growth due to changing customer preferences, the rise of niche dating platforms, the integration of AI technology, unique cultural dynamics, and underlying macroeconomic factors. These factors collectively contribute to the development of a thriving online dating market in Japan.


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
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