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.
