Tinder

Tinder is heading in a bold new direction that includes regenerative AI and a “fresh and new feel” according to its chief product officer Mark van Ryswyk.

At the Reuters Momentum Festival, the CPO shared that he and his team have been studying common user problems and have identified three key elements to focus on: realness, respect and relevancy. Van Ryswyk said on stage: “There’s an opportunity for us to deliver something by end of year that’s going to start to tackle these things,” he added.

According to Fast Company, Match Group refused to expand on these comments, but the company has been focused on rolling out premium features and appealing to its fastest-growing market Gen Z.

Match Group’s stock rose 21.3 percent during the month of June thanks to analysts’ more positive expectations of a turnaround at Tinder, and CEO Bernard Kim’s large insider buy of the company’s shares.

According to Motley Fool, there is new confidence among analysts in the dating company’s stock, which had been falling in part due to struggles with its flagship dating app Tinder, which led to the company falling short of revenue expectations in the first quarter of 2023.

To respond to concerns of falling subscriptions, the company has been promoting new premium in-app features. It has also invested in a huge marketing campaign for Tinder aimed at Gen Z, its fastest-growing audience. The effort seems to be working, since Gen Z is its fastest-growing audience.

The way dating apps are being used is changing, with more people looking for validation, friendship, and online connection rather than dates.

According to a new study by Stanford Medicine, dating apps are now showing similarities to social media platforms: using them for distraction and entertainment as well as searching for love. Among the 1,387 Tinder users (aged 17 to 84) surveyed for the study, half said they weren’t interested in meeting someone from a dating app offline, and nearly two-thirds were already married or described themselves as “in a relationship.”  

Because of the changing motivations, people’s experiences on dating apps vary widely, according to the researchers, and have “a strong influence on their satisfaction with the app,” according to Scope, published by Stanford Medicine.

NBCUniversal’s Peacock has struck a deal with dating app company Match Group to offer a three-month free subscription of its streaming service to users of the company’s popular dating apps.

The theme of the new campaign is “find someone to get streamy with,” according to the joint announcement.

The companies kicked off the campaign on June 22nd according to The Hollywood Reporter, and the offer will be extended to users of all of Match Group’s apps, including Tinder, Hinge, OkCupid, BLK and Plenty of Fish.

According to the announcement, the campaign will include “editorial content” and “experiential events” that are tied to Peacock programming, such as the upcoming Women’s World Cup and Big Ten football games. Match Group app members who participate will be eligible for additional offers and promotions from Peacock for the duration of the campaign, but the 3-month subscription is available now.

Tinder has added new profile stickers to celebrate Pride month, and as young LGBTQIA+ daters become the fastest-growing user base on its platform.

Young users can now add “My First Pride” as a sticker to help them connect with others attending Pride-related events, according to The Advocate. “Came Out Online” is another sticker specifically honoring younger Tinder users who first came out on a dating app or social media platform.

In fact, Tinder’s new Future of Dating Report found that 54 percent of LGBTQIA+ singles between the ages of 18 and 25 come out on dating apps first, and to friends and family later. The study also found that young singles say their sexual identity and gender identity have become more fluid over the past three years.

According to a new study from Tinder, Gen Z singles say that they are changing a lot of the norms surrounding dating and relationships that were popular with previous generations.

The Future of Dating Report found that 75 percent of Gen Z respondents feel that they are challenging these norms that were “passed down to them,” according to Mashable. Tinder also noted that Gen Z, specifically users aged 18 to 25, make up more than half of its user base.

For one, Gen Z daters choose to respond quickly to messages as opposed to previous generations who would delay for fear of looking too eager. Instead of waiting for “the perfect time” to respond, 77 percent of Tinder users now respond to a match within 30 minutes, and 40 percent respond within five minutes, according to Relevant Magazine.