Tinder Introduces Group Dating Feature to Engage Gen Z Users

In a bid to recapture the interest of Gen Z users, Tinder has launched a new feature called 'Double Date,' which facilitates group dating by allowing users to create joint profiles with friends. The feature was officially introduced on June 17, 2025, and aims to enhance the dating experience by incorporating social dynamics that resonate with younger demographics. According to Cleo Long, Tinder's Head of Product Marketing, the feature is designed to alleviate the pressures associated with dating, making the experience more enjoyable and inclusive by encouraging users to involve their friends.

Historically, Tinder has faced challenges in maintaining its user base, particularly among younger demographics who increasingly prefer in-person interactions over digital matchmaking. The introduction of Double Date marks a strategic pivot for Tinder, as the company seeks to adapt to the evolving preferences of its users. The feature allows groups of up to four individuals to interact within a shared space, facilitating both group chats and private messaging options, thereby enhancing the social aspect of dating.

Market research indicates that nearly 90% of users who participated in the Double Date testing were under the age of 29, reinforcing Tinder's focus on retaining Gen Z. This demographic has shown a marked preference for collaborative dating experiences, with women expressing three times greater interest in paired profiles compared to singles. The initial testing phase revealed a significant increase in user engagement, with group chats generating 35% more messages than standard one-on-one conversations.

The need for such innovations has become increasingly urgent as the online dating landscape experiences broader challenges. According to Match Group Inc., Tinder's parent company, subscriber numbers have significantly declined—falling from over 11 million in late 2022 to approximately 9.1 million today. This downward trend has prompted the company to implement cost-cutting measures, including a workforce reduction of approximately 13% and the resignation of Tinder’s Chief Executive Faye Iosotaluno.

Spencer Rascoff, appointed as the new chief executive of Match Group in February 2025, has taken on direct leadership of Tinder. He emphasizes a technology-driven turnaround strategy that prioritizes user experience over immediate revenue gains. Rascoff's vision includes leveraging artificial intelligence to enhance user profiles and improve messaging etiquette, underscoring a commitment to adapt to the current dating climate.

The Double Date feature, however, is only one part of Tinder’s broader strategy to rejuvenate its appeal. As dating apps grapple with declining interest among younger users, alternative dating models are emerging. Startups like First Round's on Me and Lox Club are gaining traction by facilitating real-world connections rather than relying solely on digital interactions.

While it remains to be seen whether Double Date will successfully reverse Tinder's fortunes, Rascoff believes that the future of dating lies in fostering genuine connections rather than perpetuating the 'hook-up culture.' He acknowledges that Gen Z is less inclined toward casual dating, stating, 'They don’t drink as much alcohol, they don’t have as much sex. We need to adapt our products to accept that reality.' This strategic shift positions Tinder to potentially redefine its role within the online dating ecosystem as it seeks to align with the preferences of a generation increasingly valuing meaningful connections over fleeting encounters.