● Covered by 1 source · 2 reportsMedium impact2 neutral
Tinder and Bumble Shift Focus to In-Person Events Amidst Gen Z Preference for Real-World Connections
Key points
- Tinder to expand in-person events to 26 cities by September.
- Tinder aims for 75 cities by the end of 2026 for its events.
- Bumble launched 'Plans' app for group in-person meetups.
- Both companies cite Gen Z preference for real-world connections.
- Tinder reported a 7% decline in monthly active users in Q2.
Dating Apps Adapt to User Preferences
Tinder and Bumble are changing their strategies to focus on in-person events and group interactions. Tinder plans to expand its in-person events to 26 cities by September and 75 cities by the end of 2026. Bumble has introduced a new app called Plans, designed for connecting people in group settings, and intends to integrate more real-life experiences into its flagship app.
Responding to Gen Z Trends
This strategic shift is a direct response to a trend among Gen Z users who are increasingly seeking real-world connections and less pressure in initial encounters, moving away from traditional online dating methods. Both companies have noted this preference in their internal research and observations of user behavior.
Bumble CEO Whitney Wolfe Herd stated that group socializing is a significant part of how Gen Z prefers to meet, and that the company believes in the importance of meeting people in groups.
Tinder's Performance and Turnaround Efforts
Match Group, Tinder's owner, reported a decline in revenue for its flagship dating app in the second quarter, leading to a more than 10% drop in the company's stock. Tinder's monthly active users were down 7% in Q2, an improvement from an 8% decline in the previous quarter. Tinder has not reported positive user growth in over three years.
Despite these figures, Match Group CEO Spencer Rascoff expressed optimism about narrowing Tinder's user declines and anticipated positive daily active user growth in the near future.
Industry-Wide Shift
The moves by both Tinder and Bumble indicate a broader change in the online dating industry, with a potential shift away from the traditional 'swipe' model. Bumble's CEO suggested that the 'swipe era' is coming to an end, emphasizing the growing importance of in-person group interactions for meeting new people.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
Bumble is moving away from the traditional swiping model in its dating apps, emphasizing in-person group interactions through its new app, Plans, and future updates to its flagship app. This shift aims to attract Gen Z users who prefer real-world connections and less pressure in initial encounters.
Tinder is expanding its in-person events feature to 26 cities globally by September and 75 cities by the end of 2026, in response to declining revenue and user engagement on its app. This move addresses a trend among Gen Z users who prefer real-world connections over traditional online dating, as indicated by Tinder's internal research.