Tinder’s parent company, Match Group, acknowledges that the traditional dating format is no longer meeting the expectations of young users. In June, the company launched the Double Date feature, which allows users to search for a date together with a friend. According to TechCrunch, during testing, nearly 90% of users of the new feature were under 29, and participants in group chats sent 35% more messages than users in regular one-on-one chats.
These new features were a response to so-called “swipe fatigue”—a state in which users grow tired of endless choices, superficial communication, and frequent rejections. According to the Financial Times, dating apps are increasingly shifting their focus from matching algorithms to live communication, safety, and offline events. Services that allow users to meet in person right away or connect through shared interests—rather than through a feed of profiles—are growing in popularity.
This shift in user behavior is already impacting the business. As TechCrunch notes, Match Group’s number of paying subscribers fell by 5% in the first quarter—to 14.2 million. This has increased pressure on the company and accelerated the launch of new products targeting a younger audience.
Match Group itself believes the problem is broader than a decline in the popularity of individual apps. According to the company’s research, Gen Zers are more likely to delay starting relationships, focusing instead on personal development and mental well-being. Fortune has dubbed this phenomenon the “readiness paradox”: young people want relationships but at the same time feel they aren’t ready for them. In response, Tinder continues to develop dating tools that minimize psychological pressure—from double dates to in-person events.
