• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
LifestyleMatch

It’s a ‘hot girl summer’ for post-pandemic singles. What does that mean for dating apps?

Sophie Mellor
By
Sophie Mellor
Sophie Mellor
Down Arrow Button Icon
June 4, 2021, 9:00 PM ET

The post-pandemic mating season has begun.

Like birds chirping at a certain pitch, cries of “Vaxxed and Waxxed, Baby” and “Hot Girl Summer” can be heard from London to New York. With restrictions easing in much of Europe and North America, the single population is focused on a singular goal: getting back out there.

Swipes on dating apps are surging—and so is revenue, bringing a record-breaking first quarter for the world’s largest dating company, Match Group. For veterans on the apps, the surge of new profiles is no surprise.

“One hundred percent, people are going to be using it way more now,” Matt, a London-based auditor who is active on Tinder, Bumble, and Hinge, tells Fortune. “People have been locked away for 15 months.”

“Do you come here often?”

Every app on the market has seen an uptick in swipes as singletons prepare for a sweltering, mask-free summer.

Dating app market leader Match Group, which owns Tinder, Match.com, OkCupid, Hinge, and others, has seen global revenue jump by 23% this year in the first quarter, compared to the same month in 2020, to $667.6 million. The group noted that activity and engagement across all brands have been high since the COVID-19 outbreak, as users swiped from their couch, with few other opportunities to meet new people. A Tinder spokesperson told Fortune that during the pandemic, users were sending more messages, while the length of messages also increased.

The rise in engagement led up to a record-breaking first quarter in 2021. In those three months, the average subscriber base across all dating apps under the Match Group increased by 12%. Tinder alone saw the daily swipe average of users increase by 15%. The app says the bump was due to the pace of the vaccine rollout in many countries, with direct revenues increasing 18%.

That surge is seen whether the app is more hookup friendly, or branded as a way to start serious relationships. Hinge, which positions itself as an app “designed to be deleted,” has become the third most downloaded dating app in the U.S. over the course of the pandemic. Revenue for the app tripled in 2020 compared with the previous year, Match Group results showed.

A spokesperson for LGBTQ dating app Grindr, which is owned by another investment group, declined to provide specific user metrics to Fortune but said the app has seen increased usage recently, pointing toward a feeling of “palpable optimism” that many parts of the world will reopen soon.

“We believe that Grindr members are extremely excited to get back to normal and connect in-person soon,” the spokesperson said.

“What was your last relationship like?”

During the pandemic, people turned to dating apps because they didn’t have a choice: Stuck at home, it was often the only way to find a new connection, partner, hookup, friend, or just a lockdown distraction from a lingering ex. But now that lockdowns are finally over, at least in the U.S., will online dating still be the default route to a date?

Logan Ury, the director of relationship science at Hinge, says the company believes dating apps will continue to be the most popular way to meet someone.

“Dating apps empower people to connect with others outside of their immediate social circles, in a safe and easy way,” she says.

Part of the appeal dates from before the pandemic. Dating apps provide this “initial unspoken thing” that both parties find each other attractive before meeting, says Emily, an elementary school teacher in London who uses Tinder and HER, a lesbian dating app. This vetting process is especially useful for people who might have anxiety surrounding meeting new people, she says.

But over the course of the pandemic, the apps also served a deeper purpose. Of Hinge users, 59% said they combated feelings of loneliness or isolation by messaging people on the app, Match Group said.

Post-lockdown, dating apps also offer options for easing into the dating pool more slowly, given more than half of the Americans polled may be “uneasy about adjusting to in-person interaction,” according to the American Psychological Association.

“Do you want to come back to mine?”

That doesn’t mean everyone is looking for the same thing. In a survey conducted by Hinge, 46% of users in the U.K. said they were more ready to commit to a serious relationship than before the pandemic. But this could be the inclination to head to Hinge if you’re looking for love or a steady relationship.

Tinder, meanwhile, saw an uptick in phrases like “no pressure,” “no strings attached,” “go with the flow,” “whatever happens” in bio mentions. And Hinge also found that more people said they were looking to stop overthinking their dating life—and instead live in the moment.

Either way, they’re swiping more.

“It is an addiction. It’s like a dopamine rush every time you swipe right—and you’re like, ‘Oh, it’s a match!” says Phoebe, a development assistant in the film industry in London. “DING DING DING! I’ve got validation!”

“I’m just not that into you.”

For some veteran daters, however, the pandemic didn’t offer a chance just to swipe more—but perhaps to swipe differently.

“One silver lining of the pandemic is that the lockdown restrictions gave people an unprecedented opportunity to reflect on their dating patterns,” says Ury from Match. “We’ve heard many stories about people shifting their behavior and breaking bad habits.”

That self-awareness means “they have a greater sense of who they are and what they really want,” she said.

Still, the “quantity over quality” approach, according to London auditor Matt, doesn’t lend itself well to love. It is easy to dismiss potential options; there are scammers; and the prevalence of so-called ghosting hasn’t gone away. On Hinge, 91% of users polled said they have been ghosted, and 63% of users say they’ve ghosted someone.

Some apps, including the woman-focused app Bumble, have tried to correct the ghosting in particular with regular reminders to users to either reply to messages—or politely end the conversation.

But every rose has its thorns. For post-lockdown daters, the summer of 2021 may offer the chance to swipe, hook up, and date more than ever before. Some may form real connections. Other 2021 connections may be, well, not so real.

After breaking up with his girlfriend and going on Tinder to seek validation, Matt was excited to match with an attractive girl—and to see that she had messaged him.

“I’ve just started a cryptocurrency portfolio,” it read. “I would love for you to be an early investor.”

June 7, 2021: This article has been updated to correct Logan Ury’s gender and title. She is the Director of Relationship Science at Hinge, not Match Group.

Our mission to make business better is fueled by readers like you. To enjoy unlimited access to our journalism, subscribe today.

About the Author
Sophie Mellor
By Sophie Mellor
LinkedIn iconTwitter icon
See full bioRight Arrow Button Icon

Latest in Lifestyle

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

Latest in Lifestyle

KFC
Arts & EntertainmentChristmas
‘That really stuck’: Here’s how a 1970s campaign to sell Kentucky Fried Chicken with a bottle of wine became a Japanese Christmas tradition
By Luis Andres Henao and The Associated PressDecember 22, 2025
13 hours ago
Paramount
LawM&A
Not only did Larry Ellison personally guarantee $40.4 billion for his son’s pursuit of Warner Bros., Paramount upped the break fee to $5.8 billion
By Wyatte Grantham-Philips and The Associated PressDecember 22, 2025
13 hours ago
Dinner Bell
Arts & EntertainmentRestaurants
‘You sure don’t see too many of those anymore’: Miss. restaurant defies history, with only 4 tables, massive lazy Susans and wild popularity
By Sophie Bates and The Associated PressDecember 22, 2025
13 hours ago
Travel & LeisureAirline industry
This new luxury airline seeks to go well above first class without the enormous cost of a private jet, and will only fly to a handful of cities
By Jason MaDecember 22, 2025
15 hours ago
Big TechMeta
Meta’s Threads makes a play for podcasters and their rabid fans
By Ashley Carman and BloombergDecember 22, 2025
17 hours ago
Arts & EntertainmentMovies
Hallmark’s catalog of 300+ Christmas movies watched by millions all started with the world’s first written-for-TV opera in 1951
By Molly Liebergall and Morning BrewDecember 22, 2025
17 hours ago

Most Popular

placeholder alt text
Success
Billionaire philanthropy's growing divide: Mark Zuckerberg stops funding immigration reform as MacKenzie Scott doubles down on DEI
By Ashley LutzDecember 22, 2025
15 hours ago
placeholder alt text
Future of Work
Meet a 55-year-old automotive technician in Arkansas who didn’t care if his kids went to college: ‘There are options’
By Muskaan ArshadDecember 21, 2025
2 days ago
placeholder alt text
Success
Former U.S. Secret Service agent says bringing your authentic self to work stifles teamwork: 'You don’t get high performers, you get sloppiness'
By Sydney LakeDecember 22, 2025
17 hours ago
placeholder alt text
Travel & Leisure
After pouring $450 million into Florida real estate, Larry Ellison plans to lure the ultrarich to an exclusive town just minutes from Mar-a-Lago
By Marco Quiroz-GutierrezDecember 22, 2025
18 hours ago
placeholder alt text
Success
Multimillionaire musician Will.i.am says work-life balance is for people 'working on someone else’s dream'—he grinds from 5-to-9 after his 9-to-5
By Orianna Rosa RoyleDecember 21, 2025
2 days ago
placeholder alt text
Economy
Mitt Romney says the U.S. is on a cliff—and taxing the rich is now necessary 'given the magnitude of our national debt'
By Dave SmithDecember 22, 2025
16 hours ago

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.