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Swipe, Match, Ghost: Are We Over Dating Apps?
Bruce Hamilton
March 24, 2025
Swiping Fatigue is Real. What’s Next for Dating?
If dating apps feel more exhausting than exciting, you’re not alone. 79% of users report frustration with endless swiping, ghosting, and paywalls that turn finding love into a full-time job. With more singles deleting apps and turning to IRL events and friend-led matchmaking, are we witnessing the end of the swipe era? In this issue, we break down the numbers behind dating app fatigue and what the future of dating really looks like. ⬇️
This week in pop culture & business
Bobby Hundreds brings streetwear to Disney
Disney has tapped Bobby Kim, co-founder of The Hundreds, as the new VP of Creative for Disney Consumer Products in the Americas. Known for his streetwear influence and deep roots in pop culture, Kim’s appointment signals Disney’s push to modernize its merchandise strategy and connect with younger, fashion-forward audiences. With his background in brand-building and storytelling, Kim is expected to bring a fresh perspective to Disney’s retail and product collaborations.
23andMe files for bankruptcy as Co-founder & CEO resigns
Genetic testing company 23andMe has filed for Chapter 11 bankruptcy, marking a dramatic downturn for the once-prominent DNA analysis firm. CEO Anne Wojcicki has also stepped down amid financial struggles, data breaches, and declining consumer demand. The company, once valued in the billions, now faces an uncertain future as it seeks to restructure and facilitate a sale of all of its assets.
Concord acquires music distribution platform, Stem
Concord has acquired music distribution and payments platform Stem, further expanding its footprint in the independent artist space. Stem, known for its artist-friendly royalty payment system and transparent financial tools, will now operate under Concord’s umbrella while maintaining its core services. The acquisition signals Concord’s commitment to supporting independent musicians and streamlining financial management in the evolving music industry.
Saratoga Spring Water becomes a viral sensation and increases parent company, Primo Brands, stock price
Saratoga Spring Water has gone viral thanks to TikTok influencer Ashton Hall, whose videos showcasing the brand’s sleek cobalt blue glass bottles have sparked a surge in demand. Hall, known for daily routine videos starting at 4am doing a slew of activities before many start their work days, including push-ups on a balcony before the sun rises and a quick swim. In the video, he also smears banana peel on his face—and he usually has a blue glass bottle of Saratoga Spring Water nearby. This trend underscores the power of influencer marketing and how aesthetics and perceived exclusivity can turn an everyday item into a must-have status symbol.
Endeavor is acquired by Silver Lake, forms WME Group
Endeavor has officially completed its acquisition by Silver Lake, marking a new chapter for the company as it goes private. The deal, valued at $25 billion, strengthens Silver Lake’s portfolio in sports, entertainment, and media. Endeavor, home to agencies like WME and major sports entities, will now operate with greater flexibility, continuing to expand its influence across the entertainment landscape. This strategic move underscores the growing interest of private equity in reshaping the future of the entertainment and media industries.
Swipe, Match, Ghost: Are We Over Dating Apps?
If modern dating feels more like a chore than a chance at love, you’re not alone. Dating apps were supposed to make meeting people easier, but for many, they’ve become exhausting. With 79% of users reporting frustration and 45% of Gen Z saying apps make them feel anxious rather than excited, it’s clear that dating app fatigue is real.
The Burnout is real
At first, dating apps felt like the future: endless options, instant connections, and a promise that love was just one swipe away. But over time, the cracks started to show:
📉 Choice Overload – Too many options make it harder to commit. Studies show that when faced with too many choices, people struggle to pick at all.
👻 Ghosting Epidemic – More than 50% of dating app matches never turn into real conversations, and even when they do, people disappear without a word.
🕵️♂️ Fake Profiles & Bots – Research suggests that 1 in 10 dating app profiles aren’t even real. Tinder alone removes over 4 million fake accounts per month.
💸 The Paywall Problem – Many dating apps now operate like a business first and a matchmaking tool second. The average user spends $120+ per year on premium features, with no guarantee of better results.
The numbers speak for themselves: while apps promise love, users often end up exhausted, discouraged, and stuck in an endless loop of swiping, matching, and ghosting.
Are Dating Apps Actually Helping?
For some, dating apps still work—after all, nearly 30% of couples today met online. But as the novelty fades, the frustration grows.
A 2024 Pew Research study found that:
• 63% of singles say they’d rather meet someone organically than through an app.
• 70% of women say online dating is more frustrating than fun.
• 33% of users have deleted dating apps in the past year.
So, if dating apps aren’t the answer, what’s next?
What’s After Dating Apps?
As people step away from swiping, alternative ways of meeting are making a comeback:
🗣️ IRL Social Events – Singles mixers, speed dating, and hobby-based meetups are on the rise, with events seeing a 40% increase in attendance over the past two years.
🔄 App Detox – Some are quitting dating apps altogether. TikTok’s #DatingAppDetox trend has over 12 million views, with users sharing their experiences of deleting apps and dating in real life.
📱 Friends First Dating – New platforms like Snack and IRL Dating Circles focus on mutual connections, shifting away from random swiping.
The Future of Dating
Dating apps aren’t going anywhere, but they’re no longer the only way to meet people. As frustration grows, singles are looking for more authentic, organic ways to connect—whether that’s through social circles, community events, or even old-school setups.
So, are dating apps worth it? Or is it time to try something new? Let us know.
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