More dating apps are putting emphasis on friendship matchmaking. This change is happening as major dating platforms face growth challenges post-pandemic—a notable one being Bumble’s 25% market value fall following a revenue forecast revision in August. Now, Bumble, Muzz, and Match Group are all emphasizing their friend-finding options to appeal to young people feeling dating app fatigue, and potentially searching for friendship connections just as much. And although friendship features might not be as immediately profitable (because paying for extra swipes to find friends might not feel as worth it), dating platforms are investing in them with hopes to enhance user interaction, which could ultimately lead to users choosing their dating features in the future. Friendship finding has also been the center of many of these brands’ IRL event planning, as young people seek out spaces to meet new people in-person. (Financial Times)
📊 YPulse data: 82% of 18-39-year-olds agree, “Friendships are equally as important as romantic relationships”
