Online Dating - Italy

  • Italy
  • Revenue in the Online Dating market is projected to reach US$21.11m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 0.22%, resulting in a projected market volume of US$21.30m by 2028.
  • In the Online Dating market, the number of users is expected to amount to 3.9m users by 2028.
  • User penetration will be 6.2% in 2024 and is expected to hit 6.5% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$5.71.
  • In global comparison, most revenue will be generated in the United States (US$1,392.00m 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

Region comparison

Analyst Opinion

The Online Dating market in Italy has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Online Dating market in Italy have shifted towards convenience and efficiency. With busy lifestyles and limited time for socializing, many Italians are turning to online platforms to meet potential partners. Online dating offers the convenience of connecting with people from the comfort of one's own home, allowing individuals to browse through profiles and initiate conversations at their own pace. Additionally, the ability to filter potential matches based on specific criteria such as age, location, and interests has become increasingly important to Italian users, as it allows them to narrow down their options and find more compatible partners. Trends in the market indicate a growing acceptance and popularity of online dating in Italy. In the past, there was a stigma associated with meeting someone online, but this perception has gradually changed. As more people have found success in forming meaningful relationships through online dating, the stigma has diminished, leading to increased adoption of these platforms. Furthermore, the COVID-19 pandemic has accelerated the growth of the online dating market in Italy, as social distancing measures and lockdowns have limited traditional avenues for meeting new people. This has prompted more Italians to turn to online dating as a safe and effective way to connect with others. Local special circumstances also contribute to the development of the Online Dating market in Italy. Italy has a rich cultural heritage and a strong emphasis on family and relationships. However, societal norms and traditional values can sometimes make it challenging for individuals to meet potential partners outside of their existing social circles. Online dating platforms provide a solution to this by expanding the pool of potential partners and offering a more diverse range of options. Additionally, the Italian dating culture places importance on physical appearance and presentation. Online dating allows individuals to showcase their best attributes through carefully curated profiles and photos, which can be appealing to Italian users. Underlying macroeconomic factors have also played a role in the growth of the Online Dating market in Italy. The country has experienced economic challenges in recent years, including high unemployment rates and limited job opportunities, particularly for young people. This has led to a greater emphasis on personal fulfillment and relationships, as individuals seek companionship and support in uncertain times. Online dating provides an avenue for Italians to meet like-minded individuals and form meaningful connections, offering a sense of stability and companionship in an otherwise uncertain environment. In conclusion, the Online Dating market in Italy is developing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The convenience and efficiency of online dating platforms, coupled with a growing acceptance of meeting online, have contributed to the market's growth. Additionally, Italy's cultural emphasis on relationships and the need for personal fulfillment, along with economic challenges, have further fueled the demand for online dating services.


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
Please wait