As Gen Z reconsiders dating apps, Tinder’s IRL events expand to dozens more cities

As Gen Z rethinks the purpose of online dating, Tinder is adapting by expanding its in-person events to more cities by September, according to the company's earnings call on Tuesday. Match Group, Tinder's parent company, reported a decline in revenue for its flagship dating app in the quarter, leading to a stock drop of over 10% in after-hours trading.

However, Match CEO Spencer Rascoff remains optimistic about Tinder's turnaround. Monthly active users for Tinder have decreased by 7% in Q2, compared to an 8% decline in the previous quarter. He believes daily active user growth for the app will soon turn positive, after not being positive for over three years. Match, which also operates other dating apps like Hinge, OkCupid, and PlentyofFish, plans for a future where online dating may become less popular, as younger Gen Z users are increasingly opting for real-world experiences.

Internal data shows that nearly half of singles aged 18 to 29 want to share in-person experiences with potential connections. In March, Tinder introduced in-person events in Los Angeles, featured in a dedicated Events tab in its app. The Events tab includes curated local events such as those at speakeasies, bowling alleys, raves, and pottery classes.

Engagement with these events has been strong, with 71% of Tinder's active users in LA, aged 18 to 24, participating. Tinder has since expanded its events to nine additional U.S. and European cities, with plans to reach 26 cities globally by September 2023, and 75 cities by the end of 2026. Rascoff believes that this low-cost, partnership-based model can help shift the perception of Tinder and the dating category as a whole, providing singles with a reason to reconsider the app.

Early data indicates that three in five non-users would be more likely to use Tinder if events were available, and a similar share believe events would make connecting easier.