As Gen Z reconsiders dating apps, Tinder’s IRL events expand to dozens more cities
Tinder is expanding its in-person events to more cities as it attempts to reverse a decline in active users among Gen Z. The company is pivoting toward real-world social experiences to address the growing trend of users moving away from purely digital dating.
Why it matters
This reflects a broader shift in consumer behavior where younger generations are seeking offline alternatives to digital-only platforms.
As Gen Z rethinks the point of online dating, Tinder is trying to stay in the game by expanding its in-person events to dozens of new cities by September, the company told analysts on its second-quarter earnings call on Tuesday.
Match Group (Tinder’s owner) reported its flagship dating app saw revenue decline in the quarter, which sent the company’s stock down by over 10% in after-hours trading. Nevertheless, Match still appeared to be bullish on its Tinder turnaround efforts.
CEO Spencer Rascoff spoke of narrowing Tinder’s declines in monthly active users, which were down 7% in Q2, slightly better than last quarter’s 8% decline. He also said he believed Tinder’s daily active user growth would once again lean positive “any day now.” The app has not reported positive user growth in more than three years.
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