Infographic Timeline: Ten Years of Tinder
A decade of swiping and over half a billion downloads later, Tinder still leads the market share of online dating apps in the United States at 32%.
What started as a “hook-up” app 10 years ago for college students, is now a mainstream hit that is globally used in 190 countries and 45 languages.
The graphic above highlights key moments that have shaped the app’s success, using data from Match Group’s investor presentations and news reports.
From Hatch to Match: The Early Days of Tinder
The concept of the app emerged when the original founding partners, Sean Rad and Joe Munoz, won a hackathon in 2012. Their collaboration lead to the development of Tinder (originally named Matchbox).
Marketing the app to college students was a strategic decision that quickly gained the interest of millennials. This young demographic had been traditionally underserved in the online dating world, and with the global adoption of smartphones, a mobile-only dating app hit the right spot at the right time.
Monetization began in 2015 when premium features became exclusively available for paid users. Annual revenue that year was $47 million and by 2021 that grew to $1.7 billion.
Match Group acquired Tinder in 2017, with a $3 billion valuation. But at the time, very few could predict the stellar run Tinder would have, having risen to become the top dating app in the world and one of the most popular apps overall.
This surge in popularity is also reflected in the financials — Tinder is just one of the 30 dating apps that Match Group owns, but it represents over 50% of their overall revenues. In addition, Tinder is closing in on generating $2 billion per year.
Today, Match Group is worth roughly $17 billion, and by some estimates Tinder is worth around $9 billion, over triple the price of the original acquisition.
Note: Tinder’s value is based on the valuation multiples for online dating companies as well as Tinder’s revenues as a portion of Match Group’s total.
Tinder and Technology
The swipe feature was an integral part of Tinder’s design, and it revolutionized the dating world. Gamifying dating was a novel concept when the feature was introduced back in 2012.
From the 1998 film “You’ve Got Mail” to today’s dopamine-inducing hit of “It’s a Match!,” it’s easy to see the influence technology has on the way we date and mate.
Below is a snapshot of app features that have been driven by technology and culture:
|Year||Technological Feature||Key Business Focus|
|2012||The “Swipe”||Gamification is the hook|
|2014||Tinder Plus||App monetization driven by user experience|
|2015||Instagram Integration & Facebook “Common Connections”||Network effects|
|2017||Tinder Gold||Power to the user - “Insight to who has liked me”|
|2019||Traveler Alert||Putting user safety first|
|2020||Panic Button / “Are You Sure?”||Putting user safety first|
|2021||Plus One||The pursuit of connections post-covid|
|2023?||Virtual Exploration - It’s a “Swipe Party”||Understanding the changing demographic|
The Tinder Algorithm
During the app’s early development, the discovery of a new match relied partially on the “Elo” rating system to score desirability. Attractiveness was evaluated by how often people swiped. The more selective you were with swiping, the higher your attractiveness was rated within the algorithm.
But now according to Tinder’s pressroom:
“Elo is old news at Tinder.”
Instead, Tinder’s algorithmic criteria for profile discovery depends on the users:
- Recent activity – members who are sending likes and nopes
- Profile elements such as the user’s interests
Tinder now says that proximity is a key factor in how people match on the app.
The Future of Tinder: A Changing Demographic
And keeping the app relevant to a young demographic requires thoughtful consideration that goes beyond just adding new technological features. According to research organization YouthSight, more than 90% of Gen Z’ers report having frustrations with dating apps.
Only time will tell if technological incentives such as features for the metaverse, or virtual coins that further gamify the dating app, are attractive enough for Tinder to compete against the allures of meeting people IRL.
Ranked: The Highest Paid CEOs in the S&P 500
This graphic reveals the top 20 highest paid CEOs in the S&P 500 from Sundar Pichai to Jamie Dimon.
Ranked: The Highest Paid CEOs in the S&P 500
Many of the world’s most valuable companies are listed on the S&P 500, the benchmark index for the U.S. stock market.
For this reason, it is no surprise to see that CEOs of these key companies have multi-million dollar compensation packages. But what do these pay packages comprise? And do these CEOs always receive the compensation they are awarded? Or does it increase and decrease with stock market fluctuations?
In today’s infographic, we use data published by The Wall Street Journal to show the highest paid CEOs of S&P 500 companies in 2022, and delve into what their compensation includes.
The 20 Highest Paid CEOs
The compensation packages of CEOs of S&P 500 companies comprise not just salaries, but bonuses, stock awards, and other incentives.
Here are the CEOs of S&P 500 companies that were awarded the highest pay packages last year, and the sectors they belong to.
|Sundar Pichai||Alphabet||Communication Services||$226M|
|Michael Rapino||Live Nation Entertainment||Communication Services||$139M|
|Tim Cook||Apple||Info Tech||$99M|
|Peter Zaffino||American International Group||Financials||$75M|
|Hock Tan||Broadcom||Info Tech||$61M|
|Vicente Reynal||Ingersoll Rand||Industrials||$55M|
|Reed Hastings||Netflix||Communication Services||$51M|
|Theodore Sarandos||Netflix||Communication Services||$50M|
|Hamid Moghadam||Prologis||Real Estate||$48M|
|Stephen Squeri||American Express||Financials||$48M|
|James Gorman||Morgan Stanley||Financials||$39M|
|David Zaslav||Warner Bros. Discovery||Communication Services||$39M|
|William McDermott||ServiceNow||Info Tech||$39M|
|Darren W. Woods||Exxon Mobil||Energy||$36M|
|David Simon||Simon Property Group||Real Estate||$36M|
|James Dimon||JPMorgan Chase||Financials||$35M|
|Julie Sweet||Accenture||Info Tech||$34M|
Sundar Pichai, CEO of Google’s parent company, Alphabet, topped the list with an awarded pay package valued at around $226 million, which was over 800 times Google’s median employee compensation. His pay package included his annual salary of $2 million, a sum of $6 million for his personal security and stock awards valued at $218 million.
Meanwhile, Live Nation Entertainment CEO Michael Rapino’s awarded pay package shot up to $139 million in 2022 from almost $14 million the previous year. This included stock awards initially valued at $116 million. Tech companies Apple and Broadcom were not far behind. While Apple CEO Tim Cook’s compensation package was valued at $99 million in 2022, Broadcom’s president and CEO Hock Tan was awarded $61 million.
Other CEOs that made it to the list include global insurance giant AIG’s CEO, Peter Zaffino, and Netflix’s co-CEOs Ted Sarandos and Reed Hastings. While Hastings received a $10 million hike last year, he stepped down from this role in January 2023.
Rising Median CEO Income Hits a Wall
Over the last decade, the median pay awarded to CEOs across S&P 500 companies has doubled.
|Year||Median Total Compensation for S&P 500 CEOs||Change (%)|
In 2021, this number hit a high of $14.7 million.
However, in 2022, the median CEO compensation package hit a wall for the first time in a decade as it slightly fell to $14.5 million.
Compensation Actually Paid
A compensation package dependent on market valuation means that these CEOs may receive more or less than the pay they are slated to receive.
This is because most stock awards aren’t granted when announced, but instead vest over time, becoming subject to changes in share prices.
In 2022, the SEC introduced new disclosure rules for companies to report this realized value for executive pay packages, appropriately called “compensation actually paid.”
|CEO||Company||Total Pay||Compensation Paid|
|Michael Rapino||Live Nation Entertainment||$139M||$36M|
|Peter Zaffino||American International Group||$75M||$91M|
|Vicente Reynal||Ingersoll Rand||$55M||$51M|
|Theodore (Ted) Sarandos||Netflix||$50M||$50M|
|Stephen Squeri||American Express||$48M||$43M|
|James Gorman||Morgan Stanley||$39M||$31M|
|David Zaslav||Warner Bros. Discovery||$39M||-$41M|
|Darren Woods||Exxon Mobil||$36M||$90M|
|David Simon||Simon Property Group||$36M||$30M|
|James Dimon||JPMorgan Chase||$35M||$37M|
The Wall Street Journal report revealed that many of the top-paid S&P 500 CEOs in 2022 received much smaller pay packages due to market fluctuations.
For example, Sundar Pichai ended up receiving about $116 million as the value of Alphabet’s stock dropped at the time that his grants vested. Similarly, Michael Rapino was paid almost $36 million, though his stock awards will continue vesting for another five years.
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