Dating Services - Japan

  • Japan
  • Revenue in the Dating Services market is projected to reach US$409.80m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.95%, resulting in a projected market volume of US$460.40m by 2028.
  • The Matchmaking market has a projected market volume of US$307.90m in 2024.
  • In global comparison, most revenue will be generated in the United States (US$2,547.00m in 2024).
  • The average revenue per user (ARPU) in the Dating Services market is projected to amount to US$33.73 in 2024.
  • In the Dating Services market, the number of users is expected to amount to 13.1m users by 2028.
  • User penetration in the Dating Services market will be at 9.8% in 2024.

Key regions: Europe, India, Brazil, Asia, Germany

Region comparison

Analyst Opinion

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

Customer preferences:
In Japan, there has been a shift in customer preferences towards online dating services. This can be attributed to the increasing popularity of smartphones and the internet, which have made it easier for people to connect and communicate with others. Additionally, the younger generation in Japan is more open to the idea of online dating, as they seek to meet new people and explore potential relationships outside of their immediate social circles.

Trends in the market:
One of the key trends in the Dating Services market in Japan 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 growing demand for personalized and targeted dating experiences, as individuals look for partners who share similar values and interests. Furthermore, these niche platforms often provide a safer and more secure environment for users, as they can connect with like-minded individuals who are more likely to be compatible. Another trend in the market is the integration of artificial intelligence (AI) and machine learning (ML) technologies. Dating platforms in Japan are increasingly leveraging AI and ML to enhance the matchmaking process and provide more accurate and relevant matches. These technologies analyze user data, preferences, and behavior to identify potential matches and improve the overall user experience. This trend is driven by the desire to provide more personalized and efficient dating services, as well as the need to differentiate from competitors in a crowded market.

Local special circumstances:
Japan has a unique dating culture and social dynamics that contribute to the development of the Dating Services market. Traditional gender roles and societal expectations often make it challenging for individuals to meet potential partners through traditional means. Additionally, the high-pressure work environment and long working hours in Japan can limit opportunities for socializing and meeting new people. As a result, many individuals turn to dating services to expand their social circles and find compatible partners.

Underlying macroeconomic factors:
The Dating Services market in Japan is also influenced by underlying macroeconomic factors. Japan has a rapidly aging population, with a declining birth rate and an increasing number of single adults. This demographic shift creates a growing market for dating services, as individuals seek companionship and romantic relationships. Furthermore, the Japanese government has been actively promoting initiatives to encourage marriage and address the declining birth rate, which indirectly supports the growth of the Dating Services market. In conclusion, the Dating Services market in Japan is experiencing growth due to changing customer preferences towards online dating, the rise of niche dating platforms, the integration of AI and ML technologies, local dating culture and social dynamics, and underlying macroeconomic factors such as an aging population and government initiatives. These factors contribute to the development of a thriving and evolving dating services 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.


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  • Demographics
  • Global Comparison
  • Key Players
  • Methodology
  • Key Market Indicators
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