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Driving the cultural conversation with unique dating insights

At a time where interest in online dating is dwindling, Eventbrite saw a timely opportunity to explore what people really crave when it comes to making new connections, and reaffirm its role as the go-to destination for unique and unexpected in-person events. 

Hero image-May-16-2025-10-15-22-4627-AM

089M+

monthly Eventbrite users

04.7M

Eventbrite events

0180+

countries

We talked to:
Viviana Wiewall photo

Viviana Wiewall

Senior Director, Consumer and Product Communications at Eventbrite

The challenge

Understanding what’s driving the shift from online to offline dating events

Eventbrite recognized a growing appetite for in-person events, particularly among younger audiences. They wanted to get to the bottom of what was fueling the shift so they could showcase all the different ways young people can connect in person and cater to this craving for an IRL connection.

It wasn't just about providing data or trends. It was about telling a compelling story that connected with what we were seeing happen culturally and helping people find the events we knew they were craving.

Viviana Wiewall, Senior Director, Consumer and Product Communications at Eventbrite

They also wanted to shine a light on Gen Z and millennials’ desire to meet people offline through shared interests and passions, and showcase how the findings align with Eventbrite as a marketplace, and the types of events they offer.

We're very different from other event marketplaces. Eventbrite is where you find unique, niche experiences and connect with people who share your passions.

The action

Working with GWI to survey Gen Z and millennials on their dating habits

Eventbrite partnered with GWI to launch an in-depth survey of Gen Z and millennials’ dating preferences in order to understand what people are really looking for when meeting someone new. 

I’d been following GWI’s insights for a while; they always feel super relevant and engaging, especially when it comes to understanding Gen Z. The findings consistently align with real cultural shifts, so I felt it was a timely opportunity to connect with GWI and work on this study together.

Viviana Wiewall, Senior Director, Consumer and Product Communications at Eventbrite

The survey covered a huge array of topics including dating locations, cost of dating, interests, online dating challenges, and first impressions. Some of the key insights uncovered include:

  • More women are open to breaking out of their dating comfort zone, with nearly half expressing interest in trying something new on a future date
  • Women are notably more drawn to outdoor event-based activities than men
  • Gen Z are also significantly more likely to expect to meet the love of their life at an interest-based activity or class
  • Gen Z are more likely than millennials to say it’s hard to find people with shared interests through online dating
  • Over half of both Gen Z and millennials report challenges with starting or continuing meaningful conversations online
The GWI team heard what we were looking for and they really delivered.

Combining these insights with their first-party data, Eventbrite produced their “Niche to Meet You” report. With compelling insights and playful storytelling, the report positioned Eventbrite as both a cultural voice and a fun alternative to dating apps. It answered a question a lot of singles had been asking: if not online, then where are people meeting? By spotlighting real-world moments where genuine connections happen, it showed how Eventbrite events can be the perfect place to spark something meaningful. 

To bring the research to life, Eventbrite hosted an exclusive press preview featuring voices like Gen Z expert Casey Lewis, dating coach Matchmaker Maria, and a number of Eventbrite creators. The event took place at the Bedford Cheese Shop and gave media guests a flavor of what niche dating experiences look like in action.

The result

Top tier press coverage, influencer engagement, and sold-out events

Eventbrite successfully positioned itself as both a go-to destination for niche, in-person dating events, and a thought leader in the growing movement away from online dating. This resonated across channels, driving impressive results:
  • 250+ press placements generating 900M+ impressions across outlets including Time Out, the Skimm, NBC News, Entrepreneur, Hypebae, and Axios
  • 40+ pieces of social content from influential voices including top-tier journalists, published writers, and content creators 
  • A free "Niche to Meet You IRL" event series, including pizza tours and cheese-tasting classes, which sold out and had dozens on the waitlist
  • Significant traffic increase to Eventbrite's dating product category page
The biggest ROI? It was our top coverage driver in 2024, and continues to generate organic conversation today.

Viviana Wiewall, Senior Director, Consumer and Product Communications at Eventbrite

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