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

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
Fortune Secondary Logo
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
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • 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
  • Group Subscriptions
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Lifestyle

Alpha Brain Review
HealthDietary Supplements
Alpha Brain Review (2026): Expert Reviewed Nootropic
By Emily PharesApril 10, 2026
9 hours ago
The 5 Best Weight Loss Pills of 2026: Expert and Doctor Approved
HealthDietary Supplements
The 5 Best Weight Loss Pills of 2026: Expert and Doctor Approved
By Emily PharesApril 10, 2026
12 hours ago
kamala
PoliticsElections
Kamala Harris says she’s ‘thinking about’ running for president again: ‘I’ll keep you posted’
By Steve Peoples, Matt Brown and The Associated PressApril 10, 2026
12 hours ago
takaichi
Arts & EntertainmentJapan
Japan’s Prime Minister welcomes Deep Purple, capping 50-year love affair with heavy metal: ‘You’re my god’
By Mari Yamaguchi and The Associated PressApril 10, 2026
14 hours ago
gen z
Arts & EntertainmentChina
Seeking to save Gen Z from foreign influence, China has quietly banned K-Pop for a full decade
By Ken Moritsugu, Juwon Park and The Associated PressApril 10, 2026
14 hours ago
Patrick Ball
SuccessCareers
‘I thought I was gonna die with it’: ‘The Pitt’ star admits his $80,000 student loan burden nearly made him quit acting and move to a remote Alaskan village
By Preston ForeApril 10, 2026
15 hours ago

Most Popular

A Meta employee created a dashboard so coworkers can compete to be the company's No. 1 AI token user—and Zuckerberg doesn't even rank in the top 250
AI
A Meta employee created a dashboard so coworkers can compete to be the company's No. 1 AI token user—and Zuckerberg doesn't even rank in the top 250
By Fortune EditorsApril 9, 2026
2 days ago
Mark Cuban admits he made a mistake letting go of the Mavericks: 'I don't regret selling. I regret who I sold to'
Investing
Mark Cuban admits he made a mistake letting go of the Mavericks: 'I don't regret selling. I regret who I sold to'
By Fortune EditorsApril 9, 2026
2 days ago
The U.S. government is spending $88 billion a month in interest on national debt—equal to spending on defense and education combined
Economy
The U.S. government is spending $88 billion a month in interest on national debt—equal to spending on defense and education combined
By Fortune EditorsApril 9, 2026
2 days ago
Schools across America are quietly admitting that screens in classrooms made students worse off and are reversing years of tech-first policies
Innovation
Schools across America are quietly admitting that screens in classrooms made students worse off and are reversing years of tech-first policies
By Fortune EditorsApril 10, 2026
22 hours ago
Scottie Scheffler joined Tiger Woods and Rory McIlroy in golf's $100M club—and donated his entire Ryder Cup stipend to charity
Success
Scottie Scheffler joined Tiger Woods and Rory McIlroy in golf's $100M club—and donated his entire Ryder Cup stipend to charity
By Fortune EditorsApril 10, 2026
14 hours ago
The Navy confirmed an ‘abundant amount’ of Uncrustables when the Artemis II crew lands. Smucker’s just offered them a lifetime supply
Politics
The Navy confirmed an ‘abundant amount’ of Uncrustables when the Artemis II crew lands. Smucker’s just offered them a lifetime supply
By Fortune EditorsApril 10, 2026
8 hours ago

© 2026 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.