Match Group's 2025 annual report shows the split in dating app marketing: Hinge direct revenue grew 26% while Tinder's fell 4%. The 25 moves below cover Tinder's reset, Hinge's "designed to be deleted" growth engine, Bumble's celibacy billboard apology and comeback attempt, and Grindr's subscription push.
Figures are attributed to the source that reported them. Several come from SEC filings and company statements.
How did Tinder try to win back Gen Z?
1. Swipe Night
Tinder launched Swipe Night in 2019 as an interactive "choose your own adventure" story, according to TechCrunch. The first series drew engagement from more than 20 million users and a 26% increase in matches compared with a typical Sunday night, and it was recognized at Cannes.