Matchmaking - Kenya

  • Kenya
  • Revenue in the Matchmaking market is projected to reach US$2.68m in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 2.42%, resulting in a projected market volume of US$3.02m by 2029.
  • In the Matchmaking market, the number of users is expected to amount to 458.2k users by 2029.
  • User penetration will be 0.5% in 2024 and is expected to hit 0.7% by 2029.
  • The average revenue per user (ARPU) is expected to amount to US$9.58.
  • 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.
Region comparison

Analyst Opinion

Casual dating has been gaining popularity in Kenya in recent years, with more and more people embracing the concept of non-committal relationships.

Customer preferences:
In Kenya, customer preferences for casual dating have been driven by several factors. Firstly, the younger generation is increasingly adopting a more liberal mindset and is open to exploring different types of relationships. Additionally, the rise of social media and dating apps has made it easier for individuals to connect with like-minded people and find potential casual partners. The convenience and anonymity provided by these platforms have contributed to the growth of the casual dating market in Kenya.

Trends in the market:
One of the key trends in the casual dating market in Kenya is the increasing number of women who are actively seeking casual relationships. Traditionally, casual dating was seen as more of a male-dominated activity, but this trend is changing as women become more empowered and confident in expressing their desires. This shift in dynamics has created new opportunities for businesses to cater to the needs of female customers in the casual dating market. Another trend in the market is the growing demand for casual dating experiences that are tailored to specific interests or preferences. For example, there is a rising demand for niche dating platforms that cater to specific communities or interests, such as LGBTQ+ individuals or people with specific hobbies or lifestyles. This trend reflects the desire for more personalized and targeted casual dating experiences in Kenya.

Local special circumstances:
Kenya's cultural diversity and urbanization have played a significant role in shaping the casual dating market. In urban areas, where people have more exposure to different cultures and lifestyles, there is a higher acceptance of casual dating. However, in more conservative rural areas, casual dating may still be viewed with skepticism or disapproval. This regional variation in attitudes towards casual dating creates unique challenges and opportunities for businesses operating in the market.

Underlying macroeconomic factors:
Kenya's growing economy and increasing urbanization have contributed to the development of the casual dating market. As the country experiences economic growth, more people have disposable income to spend on leisure activities, including casual dating. Additionally, urbanization has led to a shift in social dynamics, with more young people moving to cities for education and employment opportunities. This demographic change has created a larger pool of potential customers for the casual dating market. In conclusion, the casual dating market in Kenya is experiencing growth due to changing customer preferences, such as the increasing acceptance of casual relationships among women and the demand for niche dating experiences. The local special circumstances, including cultural diversity and regional variations in attitudes, also shape the market. Furthermore, underlying macroeconomic factors, such as economic growth and urbanization, contribute to the development of the casual dating market in Kenya.


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