The State of Online Dating: Trends, Challenges, and Opportunities

Analyst Nathan Feather discusses why the online dating market is slowing down, and whether or not it can get back on track.

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Welcome to Thoughts on the Market. I’m Nathan Feather, Morgan Stanley’s Online Dating and US Small- and Mid-Cap eCommerce Analyst. 

Today, people across America are casting their votes. On this podcast, however, we're taking a break from our election coverage. And taking a leap into a different matter on many minds … and hearts. Online dating. Why it fell out of favor and how it might make a comeback.

It’s November 5, at 10am in New York. 

Finding love is a tricky business. Dating has never been easy; but with an epidemic of loneliness and isolation, singles today are finding it harder than ever. 

For those looking for love, online dating seems to offer endless possibilities. Since its inception just three decades ago, the stigma around online dating has faded, leading more and more daters to put their faith – and money – into the algorithm. In the US, three out of four actively dating singles have used it at some point in their journey. 

But after years of consistent double-digit growth, the online dating market is now faltering, with US industry revenue growing just 1 per cent this year.  

Why? Well, we think the issue lies primarily in weakening user trends with the US user bases of major dating apps in decline. Since last spring, we have seen around a 15 per cent decrease in dating app use by singles actively looking for a relationship. To us this indicates that the product is not matching user expectations as some daters have grown tired of the persistent swiping and dead ends. Consequently, daters' intentions to use online dating in the future have consistently declined. 

Now, there are many theories about why this is happening. We think there may be residual impact from the pandemic when singles used online dating at record rates. People who found relationships during that time likely left the apps. And those who didn't find a partner also often left the apps, disappointed and less likely to return. But that’s not all; while Millennials embraced the fun and casual experience of swipe apps, Gen Z isn’t so enamored – instead searching for greater authenticity. 

So, can online dating be fixed or are these issues beyond repair? Well, there are two main schools of thought. The first believes that the issue with online dating is a lack of innovation, and an improved product should lead to improved financials. The second camp argues that daters are fundamentally shifting away from these products to date in person or not at all. 

We sit firmly in the first camp and think this is a product issue. The apps need to do a better job helping people find lasting relationships. Granted, fixing this is far easier said than done. Human relationships are messy and complicated. But we do think there are clear opportunities. Many of the large apps have stayed relatively unchanged over the past five to 10 years and are meeting the demands of users from then – and not now. With improvements to the user experience and better tailoring to the goals of today’s daters, we believe the apps can reaccelerate user growth. In fact, brands that have consistently improved the user experience have recently fared far better. 

With that being said, we do think it will take time to find the product improvements that really work and convince daters to give the apps another shot. But as products evolve, we think daters and investors can rekindle their relationship with online dating.

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