Tinder's New Double Date Feature Aims to Reengage Gen Z Users Amid Decline

Tinder, the popular dating app owned by Match Group Inc., has launched a new feature called Double Date, designed to enhance user engagement among Gen Z users. Announced on June 17, 2025, the feature allows users to create joint profiles with friends for group dating, a strategic move aimed at reversing a significant drop in subscriptions and user activity amongst younger demographics.

The introduction of Double Date comes at a critical time for Tinder, which has witnessed a decline in its paying user base from over 11 million in late 2022 to approximately 9.1 million in the present. According to Match Group's first-quarter report for 2025, Tinder experienced a 7% decrease in subscriptions, contributing to the overall 5% decline across all its apps. This downturn has garnered attention from activist investors, including Elliott Investment Management, and has led to substantial layoffs, affecting around 13% of the workforce.

Cleo Long, Tinder's head of product marketing, stated, "This is a social-first experience that’s really meant to help relieve some of the pressure that we know a lot of Gen Z experiences with dating by making it more social, more fun, and bringing your friends in to help reinforce that comfort piece." The Double Date feature allows users to select up to three friends to form a pair, enabling them to like and chat with other paired users. When two pairs mutually express interest, a group chat is initiated to facilitate planning.

During testing in Europe and Latin America, the feature resonated particularly well with younger users, with nearly 90% of participants under the age of 29. Notably, women were three times more likely to engage with paired profiles compared to individual profiles, suggesting a shift in preferences among female users. Group chats also saw a dramatic increase in messaging activity, with users sending about 35% more messages than in standard one-on-one conversations.

Match Group's strategic pivot reflects broader trends in the dating app industry, where traditional platforms have faced challenges in retaining younger users. A report by the Pew Research Center in 2023 highlighted that only 26% of online dating service users in the U.S. are aged between 18 and 29, while those aged 30 to 49 make up 61%. This shift indicates a growing preference among Gen Z for meeting potential partners through mutual friends and real-world gatherings, rather than through digital swiping.

In response to these challenges, Match Group has also initiated several technological enhancements designed to improve user experience. Spencer Rascoff, who became the chief executive of Match in early 2025, has emphasized the importance of prioritizing user experience and the integration of artificial intelligence to refine profiles and enhance communication.

Despite the challenges facing Tinder, the Double Date feature has shown promise as a tool to rejuvenate interest in the platform. Approximately 15% of users who accepted invitations to Double Date were either new to Tinder or returning after a period of inactivity, indicating its potential to attract and retain users. Rascoff's vision for Tinder includes transforming the app's image from one focused on casual hookups to one that fosters friendship and fun, aligning with the social values increasingly favored by younger daters.

As Tinder navigates this transitional phase, industry analysts will be closely observing user adoption rates and engagement metrics resulting from the Double Date feature. The success of this initiative could have significant implications for Tinder's future, potentially setting a precedent for how dating platforms evolve in response to shifting generational preferences and behaviors.