After Spotify and Netflix, it's Tinder's turn to skip Google Play for subscriptions

Convenient for users, the ability to subscribe to different services via Google Play and the App Store represents a thorn in the foot of the application editors. 

Seeking, like his little friends Netflix and Spotify to get rid of the significant commissions charged by Google when a subscription is underwritten through it, Tinder now passes all new subscriptions by its own application.

Goal: maximize revenue

The strategy of Match Group - the publisher of Tinder - is clear as the water of rock. The first year, Google (as Apple for that matter) gives itself 30% of the revenue generated by subscriptions subscribed through the Play Store. An annuity that drops to 15% after a year, but still represents a significant shortfall for application publishers. 

Just like Netflix and Spotify have done in the past, Tinder will no longer be able to subscribe to their Google Account in the future. For any new subscription, the user will be asked for his banking information directly in the application. The management of the subscription will also pass entirely by Tinder, without the possibility of

A visibly welcomed approach. According to Bloomberg, which relays the discovery of the Macquarie Institute, the title of Match Group has risen by 5% when the analyst's note Ben Schachter was published.

Blow for Google

For now, Match Group has not announced its intentions regarding the App Store. But since the Apple App Store displays the exact same terms and conditions for publishers, there's no doubt that Tinder will eventually follow the same path as the Play Store. 

Also, it goes without saying that by seeing one of the most popular applications in the world out of his pocket, Google must expect a significant decline in revenue. Added to the already effective loss of Netflix, Spotify and - worse - of Fortnite, available exclusively through the Epic Store on Android, the saving of the subscription on the Google store is at half-mast.

Sign that this economic model, in force for a number of years, needs to be reformed in-depth? The creeping revolt of the publishers of applications seems in any case to be a signal of alarm which is difficult to ignore.