Thursday is revolutionizing the online dating scene by introducing a unique approach to connecting singles. Recently launched in San Francisco, the app promotes intentional dating by limiting user interactions to Thursdays. Matches disappear at midnight, encouraging users to set up real-life meetings promptly.
Many singles, particularly younger individuals, are turning away from traditional dating apps due to “swiping fatigue,” where endless profile swiping leads to exhaustion. This phenomenon, combined with negative experiences like feeling overwhelmed by conversations or struggling to transition from messaging to in-person dates, has caused a decline in users for platforms like Tinder.
In contrast, Thursday focuses on quality over quantity by limiting daily matches and emphasizing real-world interactions. Users are encouraged to meet up sooner, helping them avoid the endless cycle of scrolling and seeking validation from numerous matches. Thursday also hosts exclusive in-person events through its app, Thursday Events, promoting social gatherings in various settings.
The resurgence of in-person dating post-pandemic reflects a shift towards traditional methods of meeting potential partners. According to a 2024 Eventbrite survey, attendance at dating events has risen significantly, indicating a growing interest in face-to-face interactions. Speed dating is also experiencing a comeback among singles.
Thursday’s recent expansion to San Francisco comes amid challenges for dating giants like Bumble and Match Group in adapting to post-pandemic trends and users’ discontent with current dating apps.
Bumble’s second-quarter earnings fell short of expectations, causing concern about its user retention and revenue growth. Match Group also faced setbacks, leading to layoffs and a decline in paid users for platforms like Tinder.
As disillusionment with mainstream dating apps grows, new platforms like Thursday are emerging to cater to diverse user preferences. These innovations aim to provide solutions to common dating app frustrations and offer alternative ways to connect with potential partners.
Founded in 2021 by Matthew McNeill Love and George Rawlings, Thursday has gained popularity for its refreshing approach to dating. With over 906,000 global downloads on iOS and Android devices, the app aims to expand its reach to 100 cities by the end of 2024, offering a new way for singles to connect and build meaningful relationships.