Hobby apps over dating apps? Why fitness and reading platforms are the new matchmakers – Times of India

Dating apps like Tinder and Bumble are no longer the go-to platforms for singles seeking love. Instead, people are now turning to Goodreads and Strava, apps initially designed for running, reading, and other hobbies, to find their perfect match.
Strava sees significant growth
Strava, the popular fitness app known for tracking running and cycling activities, has experienced a substantial 20% increase in user numbers over the past year, according to Sensor Tower and reported by The Guardian.This surge in users has prompted Strava to introduce a new messaging feature, allowing users to connect while tracking their fitness goals.
Hobby platforms turned social networks
Other hobby-based apps are also seeing a boost in users. Ravelry, a social network for knitting enthusiasts, now boasts a user base of over 9 million. Goodreads, the platform for book lovers, has accumulated more than 150 million members. Meanwhile, Letterboxd, an app for movie enthusiasts, has seen its user base explode from 1.8 million in March 2020 to over 14 million this summer. The app’s impressive 55% growth in monthly active users highlights the increasing popularity of these niche social networks.
Why the shift?
Dr Carolina Are, a social media researcher at the Centre for Digital Citizens at Northumbria University, explains that these hobby-based apps allow users to connect through shared interests, creating a more engaging and less contentious environment. This focus on common passions reduces the need for stringent content moderation and enhances the overall user experience.
Letterboxd’s editor-in-chief, Gemma Gracewood, adds that the app’s design, which includes in-line comments and a community-focused approach, discourages public shaming and amplifies the positive interactions among users. Similarly, Goodreads and Strava offer messaging features that foster connections without the risk of public shaming prevalent on other platforms.
The changing landscape of social apps
As users increasingly migrate from traditional social networks and dating apps, new platforms are emerging as havens for genuine connections. With many abandoning Elon Musk’s social network due to controversies over free speech, apps like Bluesky and Threads are seeing a resurgence, while hobby-based platforms continue to thrive.
Are suggests that the lower expectations and less sexually charged atmosphere on these hobby apps create a more relaxed environment for users seeking meaningful connections. Unlike traditional dating apps, which can often feel like a “dating supermarket,” these platforms offer a refreshing alternative for those looking to find love through shared interests.