In a crowded market, online dating apps have become increasingly popular, but they also come with their own set of problems. Users often experience ‘swiping fatigue,’ a feeling of exhaustion from swiping through countless profiles, and may get stuck in an in-app messaging trap that rarely results in an in-person date. To combat these issues, Thursday has emerged as a new player in the dating app market.
What is Thursday?
Thursday is an online dating app that aims to shake up conventional dating by restricting user access to Thursdays. At midnight, all matches disappear, encouraging users to set up real-life meetings sooner rather than later. The idea behind this approach is to create a more intentional and meaningful experience for users.
The Problem with Traditional Dating Apps
Traditional dating apps like Tinder have been struggling in recent times. According to a report by Sensor Tower, Tinder lost paid users for seven consecutive quarters. This decline can be attributed to the ‘swiping fatigue’ experienced by many users, who feel exhausted from constantly swiping through profiles without any meaningful connections.
Thursday’s Approach
In contrast to traditional dating apps, Thursday takes a more intentional approach. By restricting usage to one day a week and deleting matches after 24 hours, Thursday encourages users to use the app when they genuinely want to date. The app also allows users to match with only 10 people per day, unless they pay a $19/month subscription fee to remove this cap.
Exclusive IRL Singles Events
Thursday also offers exclusive in-person singles events through its separate app called Thursday Events. Users can attend large meetups at venues like bars, running clubs, gym classes, dance studios, and art galleries. They can also apply to organize their own events, creating a sense of community and social interaction that is often missing from traditional dating apps.
The Resurgence of In-Person Dates
In the post-pandemic era, there has been a resurgence in interest for in-person dates. According to a 2024 Eventbrite survey, attendance at dating and singles events on the platform rose by 42% from 2022 to 2023. With over 1.5 million searches for these types of gatherings on the platform, it’s clear that people are looking for more meaningful connections in real life.
Thursday’s Growth
Thursday has been growing steadily since its launch in 2021. With an estimated 906,000 total global downloads across iOS and Android devices, Thursday is available in six markets — Australia, Canada (Toronto only), Ireland, the U.K., the U.S., and Sweden (Stockholm only) — in 26 cities.
Competing with Bumble and Match Group
Thursday’s growth comes at a time when traditional dating giants like Bumble and Match Group are struggling to adapt to the post-pandemic dating landscape. Bumble reported its second-quarter earnings, falling short of Wall Street’s revenue estimates, while Match experienced setbacks in Q2, including a 6% reduction in revenue.
Conclusion
Thursday is an innovative online dating app that takes a more intentional approach to matchmaking. By restricting usage to one day a week and deleting matches after 24 hours, Thursday encourages users to create meaningful connections in real life. With its exclusive IRL singles events and growing user base, Thursday is a force to be reckoned with in the online dating market.
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