Online Dating - Kenya

  • Kenya
  • Revenue in the Online Dating market is projected to reach US$0.39m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of -2.67%, resulting in a projected market volume of US$0.35m by 2028.
  • In the Online Dating market, the number of users is expected to amount to 1,123.0k users by 2028.
  • User penetration will be 1.7% in 2024 and is expected to hit 1.8% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$0.39.
  • 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 Kenya has experienced significant growth in recent years, driven by changing customer preferences and the increasing popularity of online dating platforms.

Customer preferences:
Kenyan consumers are increasingly turning to online dating platforms to meet potential partners. This shift in customer preferences can be attributed to several factors. Firstly, the convenience and accessibility of online dating platforms make them an attractive option for busy individuals who may not have the time or opportunity to meet new people in traditional ways. Additionally, online dating allows users to expand their social networks and connect with individuals from different backgrounds and locations, giving them a wider pool of potential partners to choose from.

Trends in the market:
One of the key trends in the Kenyan online dating market is the rise of mobile dating apps. With the increasing penetration of smartphones and affordable mobile internet, more and more Kenyans are using mobile dating apps to find love. These apps offer a user-friendly interface and allow users to easily browse through profiles, chat with potential matches, and arrange dates. The convenience and portability of mobile dating apps have made them a popular choice among Kenyan singles. Another trend in the Kenyan online dating market is the increasing emphasis on safety and security. As online dating becomes more mainstream, users are becoming more cautious about sharing personal information and meeting strangers in person. Online dating platforms are responding to this trend by implementing stricter verification processes, offering safety tips and guidelines, and providing secure messaging features. This focus on safety is helping to build trust among users and encourage more people to try online dating.

Local special circumstances:
Kenya has a young and dynamic population, with a large percentage of its citizens being under the age of 35. This demographic is particularly tech-savvy and open to new experiences, making them prime candidates for online dating. Additionally, the urbanization and increasing internet penetration in Kenya have created a conducive environment for the growth of the online dating market. As more Kenyans gain access to the internet and become familiar with online dating platforms, the market is expected to continue expanding.

Underlying macroeconomic factors:
Kenya's economy has been growing steadily in recent years, with increasing disposable incomes and a growing middle class. This economic growth has had a positive impact on the online dating market, as more Kenyans are able to afford smartphones and internet access. Additionally, the high rate of urbanization in Kenya has led to changing social dynamics, with more people living in cities and having less time for traditional social interactions. This has created a demand for online dating platforms that can help busy individuals find love and companionship. In conclusion, the Online Dating market in Kenya is experiencing significant growth due to changing customer preferences, the rise of mobile dating apps, and the increasing emphasis on safety and security. With a young and tech-savvy population, a growing middle class, and increasing internet penetration, the market is expected to continue expanding 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
  • Demographics
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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