The Rise of Niche Dating Platforms: How Specific Interests Are Shaping the Market

It’s hard to ignore: Swiping fatigue is real. For dating app users wading through a sea of smiling faces, bios full of “lover of tacos,” and matches that can often lead nowhere, online dating can feel like a full-time job without the paycheck. 

“Many people have ‘swipe fatigue,” Michael Carter, the president of Passions Network, which operates 260 niche dating sites, says, “Users are looking for more of a connection than the superficial ‘cute/not cute’ reaction that drives many swipe-based apps.”

This hasn’t gone unnoticed by those in the industry. Niche dating platforms — apps or dating sites specifically designed for niche interests, lifestyles, or communities — are not only thriving, they’re reshaping the market as we know it.

And maybe, just maybe, they’re bringing a little bit of meaning back into modern dating.

For years, the big players in online dating — you know the ones — have promised endless possibilities to users. But the countless choices brought users endless scrolling, ghosting, and guesswork. So, industry experts said what if, instead of looking for “the one” in a general crowd, users could start their search in a place where they already share a core value or lifestyle?

That’s the idea behind niche platforms like Veggly (for vegetarians and vegans), HER (for LGBTQ+ women and nonbinary folks), Christian Mingle, JSwipe (for Jewish folks), and even platforms like Bristlr, the beard-lover’s app. Yes, really.

According to a recent study by Market Research Future, the online dating services market is booming. We’re talking about a projected jump from around $5.18 billion in 2024 to over $12 billion by 2035. That’s nearly an 8%t compound annual growth rate — and a big part of that projected growth is based on these niche platforms.

Users Want Their Dating Apps to “Get” Them

The online dating service market has realized that specificity sells. Not just for users looking to find more compatible partners but also for investors who see clear market segments ripe for innovation. It turns out that “being picky” might be good for business.

In 2024, the global online dating app market was valued at approximately $5.18 billion, with projections suggesting it will reach $12.04 billion by 2035. Still, the user base is expanding, with expectations that 453 million people worldwide will use online dating services by 2028. That growth, of course, includes niche dating apps that serve specific demographics and interests all over the world.

“There are a lot of Christian dating sites out there, and people who join them are self-identifying that aspect of themselves by choosing to put their time and attention into a highly-specific demographic group,” Carter explains. 

But, he adds, people who are Christian are not just Christian. They may be vegan. They may be runners. They may be interested in video games. 

It’s a new era of online dating — one in which online daters are seeking deeper, more authentic experiences. Niche platforms tap into that desire. They make users feel seen, especially those who might have felt lost in the shuffle of more generalized apps. 

Plus, according to research, more online daters than ever are tied to their phones, and they want to make online relationships work and work for them, specifically.

When people feel like an app truly “gets” them, they stick around as evidenced by apps like Grindr — with over 27 million active users — and Feeld, which nearly doubled its revenue to $39.5 million in the past year by focusing on non-traditional relationships. I know that I would not be able to date online as a polyamorous, bisexual woman in an open marriage without apps like this.

Even apps focused on age-specific groups, like SilverSingles for those 50 and up, are proving that online dating isn’t just for millennials and Gen Z. There’s a hunger for meaningful connection across generations, and niche platforms are answering that call (finally!)

Niche dating apps have seen substantial user engagement too, which further proves the demand. As an example, Grindr has an active user base of over 27 million individuals. Another platform, SWEATT, has connected over 1 million fitness enthusiasts, while Veggly has brought more than 200,000 vegans and vegetarians together.

While niche dating apps offer personalized experiences, they’re not without their challenges. Achieving scalability akin to that of mainstream platforms can be difficult with a smaller user base. However, a smaller user base also reduces competition because a niche dating app can focus on such specific audiences. Moreover, these platforms have the opportunity to innovate by incorporating features that enhance user safety and inclusivity, addressing concerns prevalent among online daters.

Niche Dating Apps Focus on Core Dater Characteristics

The industry is also being nudged toward greater transparency and accountability. If users are investing time (and let’s face it, emotions) into these platforms, it’s only fair they expect more from their online dating platforms. That might look like honesty about how many chats your match has open (as one opinion piece recently argued) or simply giving users better tools to filter through matches in meaningful ways.

As user preferences evolve, these platforms are well-positioned to meet the demand for connections. The success of niche platforms like Feeld and Grindr is further proof.

Some might write off niche dating apps as a trend or novelty — the “flavor of the month” in a constantly shifting online dating landscape. But here’s the thing: The success of these platforms isn’t about novelty. It’s about belonging.

“In the industry, we see sites rise and fall in popularity,” Carter explains. But it all depends on what is resonating with users. It turns out, specificity is the key.

When an app says, “Hey, you don’t need to explain this part of yourself here,” that’s powerful. Folks who are \Native American might want to join Native American Passions. Maybe a user is a lonely trucker who spends time on the road. Enter Trucker Passions. Even Sci-Fi lovers can join the mix with Trek Passions, Carter adds. Whether it’s cultural background, identity, values, or even hobbies, users can feel good to be understood from the start. 

“As time goes on, it may be that as people become less enamored with technology and more interested in connecting with real people, the technology will just be a means to an end,” Carter suggests. “We have long viewed connecting people online around their shared interests as our primary goal.”

As the online dating world continues to expand, the question is no longer “Will niche apps last?” but “Which niche will take off next?”