Casual Dating - Europe

  • Europe
  • Revenue in the Casual Dating market is projected to reach US$289.00m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 1.47%, resulting in a projected market volume of US$306.40m by 2028.
  • In the Casual Dating market, the number of users is expected to amount to 26.9m users by 2028.
  • User penetration will be 2.8% in 2024 and is expected to hit 3.2% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$12.02.
  • In global comparison, most revenue will be generated in the United States (US$293.80m in 2024).
  • With a projected rate of 4.5%, the user penetration in the Casual Dating market is highest in the United States.

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

Region comparison

Analyst Opinion

The Casual Dating market in Europe has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences:
In Europe, there is a growing trend towards more casual and non-committal relationships, which has fueled the demand for casual dating services. Many people are prioritizing their careers and personal growth over long-term relationships, leading to an increase in the number of individuals seeking casual connections. Additionally, the rise of online dating platforms has made it easier for people to connect and engage in casual dating, further driving the market growth.

Trends in the market:
One of the key trends in the European casual dating market is the increasing popularity of mobile dating apps. These apps provide a convenient and discreet way for individuals to find and connect with potential partners for casual dating. The ease of use and wide range of options offered by these apps have made them a preferred choice for many Europeans. Another trend in the market is the growing acceptance and normalization of casual dating in society. In the past, casual dating was often stigmatized and seen as taboo, but attitudes have shifted in recent years. More people are embracing the idea of casual dating as a legitimate and acceptable way to explore their sexuality and meet new people.

Local special circumstances:
Each country in Europe has its own unique cultural and social factors that influence the casual dating market. For example, in countries like France and Italy, where romance and love are highly valued, casual dating may be viewed differently compared to countries with a more liberal attitude towards relationships, such as the Netherlands or Sweden. These cultural differences can impact the demand for casual dating services and shape the overall market dynamics in each country.

Underlying macroeconomic factors:
The economic stability and disposable income of individuals also play a role in the development of the casual dating market in Europe. In countries with a strong economy and high disposable income, people may have more resources to spend on casual dating services. On the other hand, in countries with economic challenges, individuals may prioritize other expenses over casual dating, leading to slower market growth. Overall, the Casual Dating market in Europe is driven by changing customer preferences, the rise of mobile dating apps, growing acceptance of casual dating, local cultural factors, and underlying macroeconomic factors. As these trends continue to evolve, the market is expected to experience further growth and expansion 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.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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