Half of single Americans say they are going on fewer dates or choosing less expensive activities because of the rising costs of living. according to a recent BMO survey.

Yes, living is expensive. In 2026, with Inflation, the ever-rising rents and student loans, young folks aren’t just ditching nights out on the town or canceling their subscriptions to Hulu, they’re cancelling dating apps that are hidden behind paywalls. If a dater is on the younger side  — the financial strain of dating is very real.

Dating has become a luxury expense

Let’s face it: Dating has truly become a luxury expense. Gen Z adults spend an average of $205 per date, which, is a substantial share of income for young singles.

Between the cost of first dates, paying for an app’s premium tiers, paying for multiple dating app subscriptions, and the “pay to play” dating mechanics, it’s just a huge financial cost.

But for many folks out in the dating market, finding a date objectively means paying for the apps, and that $14.99 cost per month isn’t just nothing. And now many of the youths are simply dating less.

“Many dating apps are increasingly more expensive,” Jacqueline Child and Alexa Child, the founders of Dateability, told me, “It’s hard to justify that cost when apps are simultaneously putting more and more restrictions on what you can even do for free.”

And even more so, the younger generation doesn’t just dislike paying for dating apps, but they also dislike paying for experiences that don’t always work, feel bad or give them swipe fatigue. 

“We’re finding people are willing to pay if it’s going to result in a better match,” the Child sisters explain, “Not just more matches. That’s a really important distinction.”

And hey, as someone who is still considered a young person, although I’m a younger Millennial and not Gen Z, I definitely get what the youths are feeling. 

What happens when young people stop dating?

So what happens when young people stop dating? What happens to an entire generation when dating starts to feel financially impossible? Is there another way? Can the dating industry do something differently?

Well, aside from lost profit for those in the dating industry, much more important things can happen: isolation, loneliness, less relationship experience, and even delayed intimacy.

“The younger generation is already really struggling with isolation, and pulling back from dating, whether that’s in person or online, only makes that worse,” Child says.

In my opinion, we need to encourage young people to keep putting themselves out there, to keep dating, and to bridge the online and in-person worlds (and maybe, just maybe, do that by easing the financial strain.)

Reminder, Gen Z isn’t avoiding love. But modern dating, especially on the apps, can just feel inaccessible, discouraging, or financially irrational. They’re trying to show up. They want a connection. They just need platforms that make it worth their while, which, surprise, surprise,  includes making it financially sustainable.

The dating industry’s business model problem

I’ve been saying this for a while, but… the dating industry has a business model problem. Do you agree?

“The mainstream dating apps are already feeling it,” the Child suggests, “They’re calling it dating app fatigue. But we think it’s rooted in something really simple: high cost, low reward.”

But really, the model of over-monetization, feature gating, or even dating apps trying to retain folks instead of helping all generations start successful relationships, isn’t helping anyone.

And for the younger generation who is more financially-conscious than Millennials, they’d rather drop a dating app subscription than their Hulu. Or head to other platforms — like IRL social clubs, Reddit, or even Discord servers — instead of swiping. Hey, I know I would.

“If dating apps keep getting more expensive,” the Child sisters add, “People are going to start migrating to other online platforms.”

So, take this as a key note from this: your industry may no longer be competing only with other apps. It’s competing with free community-based ecosystems, too.

What the industry should do next

So, now what?! The answer, I think, is quite simple: Build a free version that is actually good.

Because hey, the free version (much like how the dating industry once was) should still be good. Free tiers should still create genuine opportunities for connection — especially for the youngins’. So maybe, instead of charging for basic functionalities, consider offering lower-cost memberships for younger users, create free community-based features or, in the event that they can spend a little money, introduce affordable one-time options, instead of expensive monthly subscriptions. And yes, $24.99 a month can be expensive. 

“When you build something for people who actually need it,” the Child sisters say, “They show up.”

So listen to the young ones! After all, they’re the future. And they’ll be happier for it. And no, they’re not a generation who are purely giving up on love. But they are giving up on racking up their credit cards or living paycheck-to-paycheck to swipe on apps.