Matchmaking - Italy

  • Italy
  • Revenue in the Matchmaking market is projected to reach US$23.34m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 1.96%, resulting in a projected market volume of US$25.22m by 2028.
  • In the Matchmaking market, the number of users is expected to amount to 412.0k users by 2028.
  • User penetration will be 0.7% in 2024 and is expected to hit 0.7% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$59.94.
  • In global comparison, most revenue will be generated in China (US$1,211.00m 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

Region comparison

Analyst Opinion

The Matchmaking market in Italy has been experiencing significant growth in recent years. Customer preferences have shifted towards online platforms and apps, leading to the rise of digital matchmaking services. This trend can be attributed to several factors, including convenience, increased internet penetration, and changing societal norms.

Customer preferences:
Italian consumers have increasingly turned to online platforms and apps for matchmaking services. This shift can be attributed to the convenience and accessibility offered by digital platforms. Online matchmaking allows users to browse through potential matches at their own pace and from the comfort of their own homes. This appeals to busy individuals who may not have the time or inclination to participate in traditional matchmaking methods.

Trends in the market:
The rise of online matchmaking platforms has led to a surge in the number of users in Italy. These platforms offer a wide range of features and services, such as advanced search filters and compatibility algorithms, which help users find compatible matches more efficiently. Additionally, the popularity of dating apps has made it easier for individuals to connect with potential partners on the go. This trend has also led to an increase in the number of niche matchmaking platforms catering to specific demographics or interests.

Local special circumstances:
Italy has a rich cultural heritage and a strong emphasis on family values. While traditional matchmaking methods, such as introductions through family and friends, still hold some significance, the younger generation is increasingly open to exploring alternative avenues for finding love. This shift in mindset has contributed to the growth of online matchmaking services in the country.

Underlying macroeconomic factors:
Italy has a relatively high internet penetration rate, with a significant portion of the population having access to the internet. This has created a favorable environment for the growth of online matchmaking platforms. Additionally, changing societal norms and an increasing acceptance of online dating have also played a role in the development of the matchmaking market in Italy. In conclusion, the Matchmaking market in Italy has experienced significant growth due to shifting customer preferences towards online platforms and apps. The convenience and accessibility offered by digital matchmaking services have appealed to Italian consumers, leading to an increase in the number of users. This trend is further supported by high internet penetration rates and changing societal norms. As the market continues to evolve, it is likely that online matchmaking services will continue to gain popularity in Italy.


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