Matchmaking - Russia

  • Russia
  • Revenue in the Matchmaking market is projected to reach US$30.71m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 5.67%, resulting in a projected market volume of US$38.29m by 2028.
  • In the Matchmaking market, the number of users is expected to amount to 1.1m users by 2028.
  • User penetration will be 0.7% in 2024 and is expected to hit 0.8% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$32.13.
  • 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 Russia is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences:
In Russia, there is a growing demand for matchmaking services as individuals seek meaningful connections and long-term relationships. With the rise of online dating platforms and social media, people are increasingly turning to matchmaking services to find compatible partners. This shift in customer preferences can be attributed to the convenience and efficiency offered by matchmaking services, which use advanced algorithms and personalized matching techniques to connect individuals based on their interests, values, and goals. Additionally, many people in Russia are looking for serious relationships and marriage, making matchmaking services an attractive option.

Trends in the market:
One of the key trends in the matchmaking market in Russia is the increasing popularity of online platforms. These platforms provide a convenient and accessible way for individuals to connect with potential partners, regardless of their location. Online matchmaking services also offer a wide range of features and tools, such as personality tests and compatibility algorithms, to help users find their perfect match. This trend is expected to continue as more people in Russia embrace technology and rely on digital platforms for various aspects of their lives, including dating and relationships. Another trend in the market is the growing demand for personalized and tailored matchmaking services. While online platforms provide a convenient way to meet potential partners, some individuals prefer the personalized approach offered by professional matchmakers. These matchmakers work closely with clients to understand their preferences, values, and goals, and then hand-pick potential matches based on these criteria. This personalized approach appeals to individuals who are looking for a more customized and curated dating experience.

Local special circumstances:
Russia has a unique cultural and social landscape that influences the matchmaking market. Traditional gender roles and family values are still deeply ingrained in Russian society, and many individuals prioritize finding a life partner and starting a family. This cultural context creates a strong demand for matchmaking services that cater to individuals looking for serious relationships and marriage. Additionally, the vast geography of Russia, with its diverse population spread across different regions, makes it challenging for individuals to meet potential partners organically. This further drives the demand for matchmaking services that can bridge the geographical gap and connect individuals from different parts of the country.

Underlying macroeconomic factors:
The growing matchmaking market in Russia is also supported by underlying macroeconomic factors. Russia has experienced economic growth in recent years, leading to an increase in disposable income and spending power among its population. As a result, more individuals are willing to invest in matchmaking services to enhance their dating experience and increase their chances of finding a compatible partner. Furthermore, the improving economic conditions have also contributed to a greater sense of stability and security, encouraging individuals to prioritize their personal lives and seek long-term relationships. In conclusion, the matchmaking market in Russia is witnessing significant growth and development due to changing customer preferences, the popularity of online platforms, the demand for personalized services, local cultural and social circumstances, and underlying macroeconomic factors. As the market continues to evolve, matchmaking service providers will need to adapt to these trends and cater to the unique needs and preferences of individuals in Russia.


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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