Online Dating - Sweden

  • Sweden
  • Revenue in the Online Dating market is projected to reach €14.91m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 0.47%, resulting in a projected market volume of €15.19m by 2028.
  • In the Online Dating market, the number of users is expected to amount to 1.1m users by 2028.
  • User penetration will be 10.1% in 2024 and is expected to hit 10.7% by 2028.
  • The average revenue per user (ARPU) is expected to amount to €14.28.
  • 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 Sweden has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing acceptance of online dating as a mainstream way to meet potential partners.

Customer preferences:
Swedish consumers have shown a growing preference for online dating platforms due to their convenience and accessibility. With busy lifestyles and limited time for traditional dating methods, many individuals are turning to online platforms to find love and companionship. Additionally, the younger generation, in particular, is more comfortable with technology and social media, making online dating a natural choice for them.

Trends in the market:
One of the key trends in the Swedish online dating market is the rise of niche dating platforms catering to specific interests and demographics. These platforms offer a more targeted approach to matchmaking, allowing users to find like-minded individuals who share their hobbies, values, or cultural backgrounds. This trend reflects the increasing demand for personalized and tailored dating experiences. Another trend in the market is the growing popularity of mobile dating apps. With the widespread use of smartphones and the ease of accessing dating apps on the go, more and more Swedes are using these apps to connect with potential partners. Mobile dating apps provide a convenient and efficient way to meet new people, and their popularity is expected to continue to rise.

Local special circumstances:
Sweden has a unique dating culture that influences the online dating market. Swedish society places a strong emphasis on gender equality, and this is reflected in the online dating scene as well. Swedish women are known to be independent and assertive, and they often take the initiative in initiating conversations and making the first move. This dynamic creates a more balanced and egalitarian dating environment, which is attractive to many individuals.

Underlying macroeconomic factors:
The strong economy and high disposable income levels in Sweden contribute to the growth of the online dating market. With a relatively affluent population, Swedes have more financial resources to invest in dating services and are willing to pay for premium features and subscriptions. This creates a favorable market environment for online dating platforms to thrive and innovate. In conclusion, the Online Dating market in Sweden is experiencing growth due to changing customer preferences, including the convenience and accessibility of online platforms. The rise of niche dating platforms and mobile dating apps are also shaping the market. The unique dating culture in Sweden, characterized by gender equality and assertive women, further contributes to the growth of the online dating market. Additionally, the strong economy and high disposable income levels in Sweden provide a favorable market environment for online dating platforms.


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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