Latest news with #CleoLong
The Star
19-06-2025
- Business
- The Star
Tinder bets on group dating feature to win back Gen Z
Tired of navigating the online dating landscape alone? Now you can swipe right along with friends. Tinder launched a double-dating feature on June 17, allowing users to create joint profiles with friends to match with other pairs. Double Date, as the feature is called, is the refined version of the failed 2016 product Tinder Social, which was discontinued in 2017 over privacy concerns and user confusion about its purpose. To activate Double Date, users select up to three friends to create a pair with. Then they can browse and like other paired users. When both pairs like each other, a group chat opens between all four people to coordinate plans. The feature also allows users to message individuals within a matched pair privately if they want to transition to a one-on-one conversation. Users can maintain multiple pairings with different friends while keeping their individual dating profile separate. The feature was popular with young users when it was tested in Europe and Latin America. Cleo Long, Tinder's head of product marketing, said the feature is meant to help relieve dating stress for younger users. '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,' Long said. Tinder said nearly 90% of people who tried Double Date were under 29, aligning with the company's push to retain Gen Z. The group dynamic appears to resonate with women, who were three times more likely to show interest in paired profiles compared to individual ones during testing. Users in group chats also sent significantly more messages – about 35% more than typical one-on-one conversations. The company said the feature helped bring users to the platform. About 15% of people who accepted Double Date invitations were either completely new to Tinder or returning after a period of inactivity. The positive testing results prompted Tinder to accelerate its US launch ahead of schedule. Tinder is owned by Match Group Inc, the company behind Hinge and OkCupid. It is facing mounting pressure on its business. In the first quarter of 2025, Match Group reported a 5% decline in paying subscribers across all its apps, while Tinder saw a 7% decrease in subscriptions. In response to these shifts, Match made the decision to lay off approximately 325 employees, or 13% of its workforce. These recent losses are part of a broader pattern. Tinder's paying user base has slipped from more than 11 million subscribers in late 2022 to roughly 9.1 million today. The consistent decline has caught the attention of activist investors, including Elliott Investment Management. The mounting pressure led to significant leadership changes within the company. In May, Tinder chief executive Faye Iosotaluno announced she would step down in July after less than two years in the role. Spencer Rascoff, who was appointed Match chief executive in February to tackle the slowdown in user engagement, stepped in to lead Tinder directly. Rascoff has outlined an ambitious technology-focused turnaround plan. In an internal memo viewed by the Wall Street Journal , he called on staff to speed up product changes and use artificial intelligence, emphasising that employees should prioritise user experience over short-term revenue. The company has rolled out AI features that help users create better profiles and prompt them to reconsider potentially inappropriate messages before sending them. Tinder has also launched 'The Game Game', which uses OpenAI's speech-to-speech technology to let users practice flirting with AI-generated personas in over-the-top scenarios designed to reduce dating anxiety through humour. During the company's first quarter earnings call, Rascoff noted that Match's apps have fallen out of favour with younger daters because many saw using them as a 'numbers game'. He believes Double Date can help shift perceptions, calling it less 'hook-uppy' and more about having 'a good time as friends'. Tinder's struggles reflect broader trends in the dating app industry. Dating apps have been losing their appeal amongst singles in recent years, especially Gen Z, the generation born between 1997 and 2012. Only 26% of online dating services users in the US are 18 to 29 years old, while 30 to 49-year-olds comprise 61% of that same user base. Gen Z increasingly prefers meeting potential partners through mutual friends and real-world gatherings. Los Angeles has become a testing ground for dating alternatives that skip swiping entirely. Start-ups like El Segundo-based First Round's on Me encourage immediate in-person meetups, while Venice's Lox Club hosts weekly community events for singles to mingle. Whether Double Date can reverse Tinder's fortunes remains to be seen, but Rascoff is betting that the future of dating lies not in perfecting the swipe, but in reimagining how people connect. Gen Z is 'not a hookup generation', he said. 'They don't drink as much alcohol, they don't have as much sex. We need to adapt our products to accept that reality.' – Los Angeles Times/Tribune News Service
Straits Times
18-06-2025
- Entertainment
- Straits Times
From risque to wholesome: Tinder now lets users go on group dates
Tinder has been introducing new features as it tries to stem a bleeding in its paying user base. PHOTO: REUTERS From risque to wholesome: Tinder now lets users go on group dates Tired of swiping solo on Tinder? Well, you can now bring a BFF along for the ride, turning a risque twosome into a more wholesome foursome. Tinder – the world's largest dating app – has rolled out a new 'Double Date' feature that allows its users to create joint profiles with friends to match with other pairs. To get started with Double Date, users can choose up to three friends to form pairs with. They can then browse and 'like' other pairs. When two pairs 'like' each other, a group chat automatically opens, making it easy for all four people to connect and coordinate plans. Double Date also lets users privately message someone from a matched pair if they prefer shifting to a one-on-one chat. Users can join pairs while keeping their personal dating profile separate and active. Women have been more into the group dynamic, tests in Europe and Latin America show, Tinder said. They are three times more likely to show interest in paired profiles compared to individual ones. Group chats have also sparked more conversation, with users sending around 35 per cent more messages than in typical one-on-one chats. Tinder plans on rolling out Double Dates globally in July. Tinder head of product marketing Cleo Long told the Los Angeles Times the feature is meant to help relieve dating stress for younger users, especially the generation born between 1997 and 2012 – Gen Z. '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 Tinder representative said. Tinder said nine in 10 of those who tried Double Date were under 29. Double Date is also bringing new users to Tinder. About 15 per cent of those who accepted Double Date invitations were either completely new to Tinder or returning after a period of inactivity. Rekindling that loving feeling Tinder, owned by Match Group, has been introducing new features as it tries to stem a bleeding in its paying user base. It saw a 7 per cent decline in subscriptions in the first quarter of 2025, in line with a broader pattern that saw the app's subscription numbers shrink from more than 11 million in late 2022 to roughly 9.1 million today. That is in step with the overall picture in the online dating app industry. Dating apps were downloaded 237 million times globally in 2023, down from 287 million in 2020. According to research firm Sensor Tower, the number of people who use them at least once a month has dwindled from 154 million in 2021 to 137 million in the second quarter of 2024. Mr Spencer Rascoff, who was appointed Match chief executive in February to tackle the slowdown in user engagement, stepped in to lead Tinder directly. Mr Rascoff said dating apps like Tinder are falling out of favour with younger users because many saw them as a 'numbers game'. He believes features like Double Date can help shift perceptions, calling it less 'hook-uppy' and more about having 'a good time as friends'. Join ST's Telegram channel and get the latest breaking news delivered to you.
Los Angeles Times
17-06-2025
- Business
- Los Angeles Times
Tinder bets on group dating feature to win back Gen Z
Tired of navigating the online dating landscape alone? Now you can swipe right along with friends. Tinder launched a double-dating feature Tuesday, allowing users to create joint profiles with friends to match with other pairs. Double Date, as the feature is called, is the refined version of the failed 2016 product Tinder Social, which was discontinued in 2017 over privacy concerns and user confusion about its purpose. To activate Double Date, users select up to three friends to create a pair with. Then they can browse and like other paired users. When both pairs like each other, a group chat opens between all four people to coordinate plans. The feature also allows users to message individuals within a matched pair privately if they want to transition to a one-on-one conversation. Users can maintain multiple pairings with different friends while keeping their individual dating profile separate. The feature was popular with young users when it was tested in Europe and Latin America. Cleo Long, Tinder's head of product marketing, said the feature is meant to help relieve dating stress for younger users. '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,' Long said. Tinder said nearly 90% of people who tried Double Date were under 29, aligning with the company's push to retain Gen Z. The group dynamic appears to resonate with women, who were three times more likely to show interest in paired profiles compared to individual ones during testing. Users in group chats also sent significantly more messages – about 35% more than typical one-on-one conversations. The company said the feature helped bring users to the platform. About 15% of people who accepted Double Date invitations were either completely new to Tinder or returning after a period of inactivity. The positive testing results prompted Tinder to accelerate its U.S. launch ahead of schedule. Tinder is owned by Match Group Inc., the company behind Hinge and OkCupid. It is facing mounting pressure on its business. In the first quarter of 2025, Match Group reported a 5% decline in paying subscribers across all its apps, while Tinder saw a 7% decrease in subscriptions. In response to these shifts, Match made the decision to lay off approximately 325 employees or 13% of its workforce. These recent losses are part of a broader pattern. Tinder's paying user base has slipped from more than 11 million subscribers in late 2022 to roughly 9.1 million today. The consistent decline has caught the attention of activist investors, including Elliott Investment Management. The mounting pressure led to significant leadership changes within the company. In May, Tinder CEO Faye Iosotaluno announced she would step down in July after less than two years in the role. Spencer Rascoff, who was appointed Match CEO in February to tackle the slowdown in user engagement, stepped in to lead Tinder directly. Rascoff has outlined an ambitious technology-focused turnaround plan. In an internal memo viewed by the Wall Street Journal, he called on staff to speed up product changes and use artificial intelligence, emphasizing that employees should prioritize user-experience over short-term revenue. The company has rolled out AI features that help users create better profiles and prompt them to reconsider potentially inappropriate messages before sending them. Tinder has also launched 'The Game Game,' which uses OpenAIs speech-to-speech technology to let users practice flirting with AI-generated personas in over-the-top scenarios designed to reduce dating anxiety through humor. During the company's first quarter earnings call, Rascoff noted that Match's apps have fallen out of favor with younger daters because many saw using them as a 'numbers game.' He believes Double Date can help shift perceptions, calling it less 'hook-uppy' and more about having 'a good time as friends.' Tinder's struggles reflect broader trends in the dating app industry. Dating apps have been losing their appeal amongst singles in recent years, especially Gen Z, the generation born between 1997 and 2012. Only 26% of online dating services users in the U.S. are 18 to 29 years old, while 30 to 49-year-olds comprise 61% of that same user base. Gen Z increasingly prefers meeting potential partners through mutual friends and real-world gatherings. Los Angeles has become a testing ground for dating alternatives that skip swiping entirely. Startups like El Segundo-based First Round's on Me encourage immediate in-person meetups, while Venice's Lox Club hosts weekly community events for singles to mingle. Whether Double Date can reverse Tinder's fortunes remains to be seen, but Rascoff is betting that the future of dating lies not in perfecting the swipe, but in reimagining how people connect. 'At the end of the day, dating should feel less like work and more like play,' he said.
Engadget
17-06-2025
- Business
- Engadget
Tinder now lets you find double dates with friends
Tinder has officially launched a new feature that will help you find people to double date with a friend. The dating service says it's a "low-pressure, group-first" way to date, but really, it's a fantastic option if you prefer meeting someone new with a friend beside you, whether for your safety or your anxiety. To use the feature, you'll have to tap the Double Date icon and choose up to three friends to create a pair with. As TechCrunch notes, you'll then be able to scroll through other Double Date pairs who share at least one of your preferences, such as gender and sexual orientation. A group chat is created with all four participants even if just one pair gets a match, though you can always swipe right on an individual in the group for a one-on-one chat. According to Tinder, the feature was a hit with users 29 and under when the service was tested. It was also more popular with women, who were apparently three times more likely to like a pair than an individual profile. Perhaps more importantly for Tinder owner Match Group, the feature was able to get new users onboard and to convince old ones to come back to the service. Based on its tests, 15 percent of users who accepted a Double Date invite were either new to Tinder or had recently reactivated. In March, the company announced its plans to cut 13 percent of its workforce as a cost-cutting measure after a 5 percent decline in paying users in the first quarter of the year, which resulted in lower revenue and share prices. Double Date builds on the success of Tinder Matchmaker and Share My Date, which "turn dating into more of a team sport," the service's head of marketing, Cleo Long, told TechCrunch . It was designed with the understanding that most single people seek support from friends when dating. At the moment, Double Date is only available in the US, Spain, as well as parts of Latin America and the Nordic region. Tinder is rolling it out to users around the world in July.
Yahoo
17-06-2025
- Business
- Yahoo
You can now set up double dates with friends on Tinder
In an effort to resonate with younger users amid declining user engagement, Tinder announced on Tuesday the launch of a new Double Date feature, which allows users to team up with friends and chat with potential matches together. Double Date lets users pair up with a friend and browse through other paired users who share at least one of their individual preferences, such as gender and sexual orientation. When one person in a pair receives a match, a group chat begins with all four participants. Users also have the option to like an individual profile within the match if they prefer to chat one-on-one. Users can invite up to three friends to join in this new dating experience. By encouraging users to double date with friends, this approach aims to reduce the pressure and anxiety often associated with solo dating, creating a more comfortable environment for everyone involved. 'In early testing, users consistently told us they felt more comfortable to be their authentic selves when connecting as a pair with a friend, which often led to stronger engagement,' Cleo Long, head of product marketing, told TechCrunch. 'The group chat format helps break the ice and makes it easier to plan casual meetups, whether those evolve into friendships, romantic connections, or something in between.' The launch of this new feature follows Tinder's parent company, Match Group, reporting a 5% decline in paying subscribers, which fell to 14.2 million in the first quarter across its dating apps. Double Date may be an effort to regain these users while also attracting new ones. According to the company, early testing results were promising, with nearly 12% of users who accepted a Double Date invite being either new or returning users. Additional internal data shows that individual users participating in Double Date chats sent 25% more messages than in typical one-on-one conversations. Message volume in these group chats was found to be 35% higher, especially among users under 29. The Double Date feature was tested in select markets, including parts of Latin America, Spain, and the Nordics. A global rollout of the feature is set for July. There has been a growing interest in group-oriented dating experiences, with similar apps like Fourplay, DuoDate, and Doubble having success in this niche. Notably, a report from UK-based dating app Slide 1828 found that 48% of Gen Z respondents believe that double dates could alleviate dating anxiety. In addition to Double Date, Long pointed to other features, such as Matchmaker and Share My Date, as similar options that help 'turn dating into more of a team sport,' she told us. Long noted that a recent Tinder report found that nearly half of singles seek support from friends when navigating the dating scene. The feature also seems to build upon past concepts, including the earlier Tinder Social, but focuses more on creating a serious yet comfortable dating experience rather than a party atmosphere. Sign in to access your portfolio
