A New Wave of Dating Apps Takes Cues From TikTok and Gen Z

The pandemic could have doomed online dating. Instead, it sent singles swiping more than ever before. Sanctions on in-person meetups drove the adoption of new products, like video dating, and persuaded more people to pay for premium features. All in all, the industry had a chartbusting year.

“Acceptance and normalization of online dating was already underway before Covid-19,” says John Madigan, an analyst at business research firm IBISWorld, but tailwinds from the pandemic have accelerated growth. In the next four years, IBISWorld predicts that the global online dating industry will increase its worth from $5.3 billion to $6.4 billion.


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