UK Dating Site Users Report Fatigue as Engagement Declines

More than a decade after Tinder transformed the dating landscape, the dominance of dating apps appears to be wavering. Recent data suggests that user engagement is on the decline, with a 16% drop in usage across the 10 biggest dating platforms between 2023 and 2024. Even Tinder, the flagship app of Match Group, has reportedly lost over half a million users in the past year.

A major factor behind this shift is dating fatigue, which became a greater concern midway through last year. A 2024 study by Forbes Health found that 78% of dating app users feel mentally, emotionally, or physically drained by the experience. Similarly, a 2023 YouGov survey revealed that nearly half of UK users reported negative experiences with dating apps. Many cite the repetitive nature of swiping, superficial connections, and the pressure of constant digital interactions as key issues.

Despite the decline, dating apps are not disappearing anytime soon. However, the rise in fatigue may be an indicator that the overall process of online and app-based dating needs to change. The more selective approach of Gen-Z could require an entirely new breed of dating platform to properly capitalise on – something that platforms like Tinder are already attempting with expanded ways of finding compatible and well-suited matches.