Dating App Burnout pushes Gen Z to Matchmakers

Dating app burnout is rising and it is pushing Gen Z back to matchmakers.

New research shows 78% of dating app users feel fatigued by the experience, with Gen Z reporting the highest levels of burnout.

Apps that once promised convenience and empowerment are now associated with overload rather than meaningful connection.

Ahrefs data shows US searches for “matchmaker” have nearly doubled year-on-year, increasing from 2,370 monthly searches in January 2025 to around 4,930 by January 2026.

Forecasts indicate the figure could climb to 6,500 monthly searches by mid-2026, representing a 175% increase from early 2025.

Robyn Alesich, matchmaker at Sister Wives, said: “Younger clients are reaching out in ways we simply didn’t see five years ago; they’re not anti-dating, they’re anti-burnout.

“For many, the problem isn’t a lack of matches; it’s too many, with too little meaning.

“Endless options create decision fatigue, while algorithms prioritise engagement over compatibility.

“The result equals conversations that fizzle, dates that go nowhere, and a growing sense that modern dating feels more like a second job than a romantic pursuit.”

Women appear to be leading the shift away from dating apps, with 80% showing higher levels of fatigue.

The biggest causes of burnout are a lack of meaningful connection (40%), disappointment (35%), rejection (27%), and repetitive conversations (24%).

Safety concerns, emotional labour and uneven effort are frequently cited, particularly among younger women navigating dating apps for the first time.

One recurring sentiment among young women reflects a desire to meet partners who are already serious about commitment.

These issues help explain why some users are turning to more intentional, expert-led alternatives like matchmaking.

Once considered old-fashioned, matchmakers are quietly re-entering the scene. But today’s matchmaking looks very different from the stereotypes.

Modern matchmakers act more like dating strategists: filtering out incompatible matches, offering guidance, and removing the pressure to perform for an algorithm.

For Gen Z, who are used to outsourcing everything from fitness to finances to experts, this shift makes sense.

Alesich added: “Perhaps the biggest driver behind this shift is intention.

“Gen Z daters are still young, but they’re not casual about connection.”

“Many are dating with clearer boundaries and a stronger sense of what they want, whether that’s a long-term partner or simply a healthier experience.

“Matchmaking offers something apps struggle to replicate: accountability, curation and context.

“There’s less noise, fewer performative interactions, and more space for genuine chemistry to develop. Swiping teaches people to assess others in seconds; matchmaking slows that down.

“It reminds people that attraction is layered, and that compatibility isn’t always obvious at first glance.”

Dating apps are unlikely to disappear, but their dominance may be weakening among younger users.