STATISTA – Bumble and Tinder are the most popular dating apps in the U.S., according to Statista Consumer Insights. 35% of U.S. dating app users said they had used Bumble in the past 12 months, compared to 37% for Tinder. In the following ranks were Badoo, Plenty of Fish and Hinge.
PR NEWSWIRE – Plenty of Fish has released its 2026 dating trends, showing that singles are moving toward more authentic, spontaneous, and straightforward relationships. Highlights include: finding unexpected chemistry, dating for the experience, being open to people outside your usual “type,” showing up as your real self, and clearly defining relationship status instead of staying in vague situationships.
See full article at PR Newswire
FORTUNE – “Throning” is Gen Z’s term for dating someone higher status to boost one’s own standing. Plenty of Fish reports ~30% of singles try it, and a Science Advances study shows users aim about 25% “above” their own desirability. Inspired by celebrity pairings (e.g., Kim Kardashian/Kanye West), it’s less about money than access to networks and reputation. Experts say it can pay off long term, even after a breakup, because connections and credibility often stick, but it’s driven by social media status culture and only works if you treat people respectfully rather than using them.
See full article at Fortune
SOCIAL CATFISH – In 2022, Americans lost a record $10.3B to online scams, a 277% increase from five years ago, with the average loss per victim rising to $12,859. Social Catfish's "State of Internet Scams 2023" study, based on FBI and FTC data, reveals alarming trends:
by Osaji Obi
See full article at Social Catfish
PR NEWSWIRE – A recent Plenty of Fish survey shows that 74% of Gen Z and millennial singles value authenticity in dating, even if it's considered "cringey." The study highlights a growing comfort in being upfront about personal quirks and interests, with 73% stating that such openness is crucial in getting to know a potential partner. Bad manners are universally deemed undesirable, while being straightforward about dating intentions is now more accepted. The findings suggest a trend towards greater authenticity in dating.
AD EXCHANGER – As an early online dating brand, the Match Group-owned company, founded in 2003 in Vancouver, Canada, has had to stay on its toes to remain relevant. Over the years, Plenty of Fish has evolved from a website only to iOS and Android apps and other channels like in-app video calls, voice memos and live streaming. Plenty of Fish underwent a significant rebrand to target users aged 25-35. They launched new features like an in-app game and emphasized its stand against face filters. To bolster its new image, they diversified their ad spend across online platforms, CTV, and offline channels in New York and Texas. This rebranding doubled their platform engagement, increased app installs, and reduced registration costs, emphasizing genuine connections over superficial interactions.
DEVON LIVE – Plenty of Fish has introduced the "No D*ck Pic" (NDP) badge, allowing users to signal that they don't want to send or receive unsolicited nude pictures. This feature follows research showing that 40% of British daters consider such images a major turn off, with 48% having received one from a match. The NDP badge is part of the app's ongoing commitment to promote positive dating behaviors. Another feature, "Are You Sure?", prompts users to reconsider potentially harmful language or emojis in their messages, resulting in a 13% reduction in offensive language since its global launch last year.