DOWN, a popular dating app known for promoting transparency in relationships, has reached a significant milestone with 15 million registered users. The app, which allows users to indicate whether they are seeking casual or serious relationships, ranked as the #5 dating app in the U.S. by downloads across all iOS categories.
What sets DOWN apart is its rapid growth in 2024, achieving a 400% increase in revenue compared to the previous year. Remarkably, this success came with minimal advertising investment, meaning that this success primarily came from app’s organic appeal and word-of-mouth spread. This boost in users has also seen DOWN’s user base is shift, with Gen Z now making up over 50% of its users – surpassing the Millennials that used to be the majority.
DOWN’s popularity has been fueled by new features that enhance user engagement and steamline the matching process. For example, the new “Highlight” feature allows singles to showcase their personality with fun stickers, while users can also express their preferences through a range of interests they’re “down to try” with potential matches.
Colin Hodge, President and Founder of DOWN, stated, “DOWN’s growth solidifies our commitment to building a community where users can be
transparent about their dating intentions”. This focus on transparency has made DOWN a popular option for people who want to find good matches directly, rather than having to swipe through dozens of options to find somebody compatible.