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We haven't yet tried offering additional products and services that enhance their dating journey. And so we have confidence that the effect of the higher cancellations from iOS 13 is going to dissipate. Selling and marketing spend declined as a percentage of revenue again this quarter by nearly five points to 18%, our lowest level as a public company.Let's turn to Slide 5. So we look it in combination.

Growth at brands like Tinder, which rely less on paid marketing, coupled with spending discipline at several of the other brands have enabled us to expand margin significantly over the past five years, with EBITDA margins going from 33% in 2015 to 38% in 2019. EBITDA margin improved by a point over the prior year quarter. Our goal is to make the overall experience more engaging by giving our users more things to do on Tinder and therefore more reasons to come back again and again, Swipe Night is a great example of this. We're investing the team and the product and in marketing to drive user growth.I can take this.

I'm extremely pleased with the progress made at Hinge, as it has quickly become a leading app in the extremely competitive North America and UK markets. Later this year we will see the rollout of new a la carte features targeted at power users and other monetization features.Let's jump into the slides, starting on page 4 to talk about how fantastic our results were in 2019 and while we're confident we're well positioned for the future. But after a challenging few months for me personally, it was the right decision and it is never easy to leave a place you love, the timing seemed right as we expect to start a new chapter as an independent company.In Q4, overall company ARPU was up $0.01 year-over-year to $0.59.

The company, which also owns Hinge, OkCupid, and Match.com, also said Tinder averaged 5.9 million subscribers in the fourth quarter of 2019, representing an increase of 36 percent over the past year.Tinder sells in-app subscriptions that offer users perks, including unlimited swiping and increased prominence of their profile among nearby users. And my taking over, does not change our core strategy. Gary, I was hoping you could just go into some more detail on the 4Q sub dynamics you talked about iOS 13 ramping up late in the quarter, can you give us -- it sounds like that's more of a churn thing, can you give us a sense on how you feel about gross adds in the quarter and also whether there were any other factors that may have impacted -- is there any way to quantify iOS 13 and then how that plays out as you go into these first few months of 2020? Tinder’s making a lot of money off the single people of the world.
From there we've reduced leverage significantly even while returning over $1.2 billion in capital to shareholders through share buybacks and dividends. This one is just on Tinder. And it's not changed just because that what's we thought, it's changed based on the data that we're seeing. These include Pairs Engage targeted at the matrimony market in Japan and OkCupid in several Asian markets. Single people aren’t going away — neither is the swipe — and Tinder’s in a prime position to make money off both of them. So the last two years is really focused on user growth and now I've talked about, kind of putting the spotlight on monetization, which includes new revenue features, merchandising, pricing all the things that we have done for many, many years and have a proven playbook. Tinder has grown like few other companies before it. And so we'll see how that works out, but again as I said to John in answering the last call, we see that small wins can really lead to a big impacts on the Tinder platform, a lot of things in the hopper to get us there. This has been driven by a combination of refocusing the product on its core features and running provocative marketing campaigns. They increased in Q4, they grew again in January. I think we're going to go back to our more typical levels of marketing spend and we have a lot of things under way to do that. And what we've been able to see as this has rolled out is that the curve that we see on the elevated cancellations, really follow the adoption curve for the iOS 13 upgrade.Thanks, Lance. And the reality now is that a lot of the brands in the non-Tinder bucket have returned to some level of growth. The Q1 EBITDA range reflects the heavier marketing push we are planning to make as well as $10 million of year-over-year higher legal costs.More importantly, there is an incredible leader who is taking the reins from me.