WALL STREET JOURNAL – Match Group's Tinder has centered an entire marketing campaign on younger users, and Bumble is adding more price tiers. "We need to adjust our products to try to satisfy Gen Z a little better," Match Group's CFO Gary Swidler said in November. Online dating growth, particularly in markets like the U.S., hasn't meaningfully increased in recent years due to a lack of product innovation, said Cory Carpenter, analyst at J.P. Morgan. Established apps are fighting over the same-sized pie as a result while also dealing with new competitors. Users, increasingly frustrated with dating apps, have found successful connections on online platforms not intended for romance like language-learning platform Duolingo.
