The biggest online dating platforms are rethinking the way they court Gen Z. YPulse has talked about Gen Z’s “dating app fatigue” before, as many young singles are frustrated by the matches that rarely go anywhere. And the apps are feeling it: Match Group, which owns Tinder and Hinge, reportedly ended Q2 with a drop in paid membership by 6%, while Tinder’s monthly active users fell 7%. So now, these platforms are trying to shake things up with better matchmaking, more IRL opportunities, and even AI. Bumble even recently ditched its signature “women message first” rule after an internal 2024 survey found 66% of female U.S. Bumble users said they preferred men to initiate. The company is also testing Plans, a standalone app built around curated in-person events where users can meet IRL and match afterward. Tinder is making a similar move with its Events tab, which highlights local activities like trivia nights and pottery classes, to get Gen Z outside.(Fortune)
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