Tinder Struggles to Compete as Users Shift to Hinge

Tinder, once the frontrunner in the online dating world, is facing challenges as younger users gravitate towards its sibling app, Hinge. Despite both apps being owned by Match Group, they cater to distinct user bases, which hints that this sudden trade of users comes from a major shift in dating preferences and habits.

Tinder, often associated with casual hookups, has seen a decline in daily active users (DAUs) by 10% year-over-year as of August 2024. In contrast, Hinge, which markets itself as a platform for serious relationships, has experienced a 17% increase in DAUs during the same period.

The shift in user preferences highlights a broader trend in the online dating landscape. While Tinder remains a significant revenue driver for Match Group, contributing $480 million last quarter, its growth is slowing.

On the other hand, Hinge’s focus on fostering meaningful connections has resonated with users, particularly Gen Z, who are increasingly disillusioned with superficial dating experiences. This is reflected in Hinge’s 48% year-over-year revenue growth, outpacing Tinder’s performance. One of Tinder’s major challenges is overcoming its reputation as a “hookup app,” which has become a deterrent for many users seeking long-term relationships.

A Wells Fargo survey found that 85% of respondents avoided Tinder due to its hookup reputation, whereas only 28% held the same view of Hinge. Additionally, Tinder’s premium features, designed to boost visibility and engagement, have struggled to attract users amid economic uncertainties, further complicating its growth prospects.

Match Group is now tasked with differentiating Tinder from Hinge without alienating its core user base. The introduction of AI-powered features, such as “wingmen” to assist with flirting, is one strategy being explored to rejuvenate Tinder’s appeal. However, maintaining authenticity in user interactions remains a critical concern.