Key facts
- Tinder is expanding its in-person events to dozens of new cities by September.
- Match Group, Tinder's owner, reported a decline in revenue and monthly active users for Tinder in the second quarter.
- Match Group's stock fell over 10% in after-hours trading following the earnings report.
- Tinder's internal research indicates nearly half of singles aged 18-29 want in-person experiences.
- The in-person events, featured in a dedicated tab in the app, have seen strong adoption among Gen Z users in Los Angeles.
- Tinder plans to have its events feature available in 26 cities globally by the end of September and 75 cities by the end of 2026.
Tinder is significantly expanding its in-person events to dozens of new cities by September, a strategic move aimed at retaining users as Gen Z reconsiders the efficacy of online dating. This expansion comes as Tinder's parent company, Match Group, reported a decline in revenue and monthly active users for the flagship app in its second-quarter earnings call.
Match Group CEO Spencer Rascoff noted that while Tinder's monthly active users were down 7% in Q2, this represented a slight improvement from the previous quarter. He expressed optimism that daily active user growth would soon turn positive, a milestone the app has not achieved in over three years. Despite these challenges, Match Group is investing in real-world experiences, acknowledging reports and internal data suggesting younger users are increasingly seeking offline connections.
Rascoff stated that nearly half of singles aged 18 to 29 desire in-person experiences, and Tinder's events aim to facilitate this transition. Launched in March, the dedicated Events tab in the Tinder app features curated activities like speakeasy visits, bowling, and pottery classes. The feature has shown strong adoption, particularly among Gen Z users in Los Angeles, where 71% of those aged 18-24 engaged with it. Since its debut, over 60 events have been hosted.
The expansion will see the Events tab reach 26 cities globally by the end of September, with plans to extend to 75 cities by the end of 2026. Tinder is employing a low-cost model, partnering with event providers rather than directly organizing events. The company believes these real-world connections can reshape perceptions of Tinder and the broader dating app category, potentially attracting new users who might otherwise not consider the app. Early indicators suggest that approximately three in five non-Tinder users would be more likely to try the app if events were available, and a similar proportion feel it would make connecting easier.