The Matchmaker Effect: How “Materialists” Sparked a Surge in Curated Dating

A happy couple shares an intimate moment while out on a date.

When “Materialists” hit screens, it didn’t just entertain. It struck a nerve. In a world full of dating fatigue and swipe-left apathy, the film spotlighted the emotional (and financial) complexity of modern romance. It also helped elevate the idea of curated dating from a luxury niche to a cultural moment.

To understand the ripple effects, we analyzed U.S. search data and surveyed 465 single adults about their dating habits, desires, and how viewing “Materialists” shifted their approach. Turns out, many are now ditching dating apps in favor of something more intentional.

Key Takeaways

1 in 2 singles say they’re experiencing dating fatigue, including burnout, ghosting, or feeling jaded.
More than 1 in 2 singles (57%) say they’re open to trying a professional matchmaking service after watching “Materialists,” with 21% either seriously considering it or actively planning to sign up.
23% of viewers say “Materialists” changed how they present themselves when dating, and 18% want to date more intentionally as a result.
Nearly 1 in 3 single Americans (31%) say they view marriage as a business transaction.
New York, Massachusetts, and New Jersey top the list of states with the highest per capita interest in matchmaker-related searches.

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Dating Burnout Is Real, and People Are Craving a Better Way

Infographic showing insights into dating challenges and interest in matchmaking services among singles.

How People Open to Matchmaking Are Currently Meeting Potential Matches

Among those who are open to working with a matchmaker after watching the movie, here’s a breakdown of how they’re currently meeting potential partners:

Dating apps: 64%
Social media: 55%
Through friends or family: 45%

How Singles Say Their Attitude Toward Dating Has Changed Over the Past Year

My attitude hasn’t changed much: 23%
I’ve become more frustrated — dating feels more difficult than ever: 21%
I’ve become more selective — my standards have risen: 17%
I’ve taken a break — I needed space to reset: 15%
I’ve become more intentional — I know what I want, and I’m not wasting time: 13%
I’ve become more open — I’m exploring new ways to meet people: 9%

Top Priorities Singles Now Seek in a Relationship

Shared values or life goals: 17%
Trust and loyalty: 14%
True love or a deep emotional connection: 13%
Mutual respect and support: 13%
Long-term commitment potential: 10%

Top Qualities Singles Value in a Matchmaker

Deep understanding of who I am: 52%
Emotional intelligence: 48%
Strong communication and updates: 42%
Personalized vetting and screening: 32%
Professionalism and discretion: 28%
Network of high-quality singles: 27%

From Burnout to Breakthrough: Singles Reassess the Dating Game

Half of single Americans are experiencing dating fatigue. Millennials are the most likely to report it, with 57% saying they feel burned out, ghosted, or jaded, compared to Gen X (52%) and Gen Z (42%).
Nearly 1 in 3 singles (31%) say they view marriage as a business transaction, as do 35% of millennials, 34% of Gen X, and 21% of Gen Z. A few singles (9%) say they believe they need a cosmetic procedure in order to find love.
57% of singles are open to trying a professional matchmaking service after watching “Materialists,” with 21% either seriously considering it or actively planning to sign up.
Of those who watched the film “Materialists,” 23% say it made them think differently about how they come across emotionally or materially when dating.
18% say the “Materialists” movie makes them want to be more intentional in how they date, and 16% say it makes them realize they want to show up more authentically.

Matchmaker Search Surges

To see where curated dating is catching fire, we analyzed Google search volume from March 2024 to June 2025. By examining matchmaker-related terms across all 50 states and the 50 most populous cities, we identified where interest in professional matchmaking is rising.

Map ranking U.S. states by search interest in matchmaking services per capita.

Top 10 States With the Highest Per Capita Interest in Matchmaker-Related Searches

1. New York
2. Massachusetts
3. New Jersey
4. Washington
5. Colorado
6. Nevada
7. Florida
8. California
9. Rhode Island
10. New Hampshire

Bottom 10 States With the Lowest Per Capita Interest in Matchmaker-Related Searches

50. Mississippi
49. Arkansas
48. Louisiana
47. Alabama
46. New Mexico
45. Alaska
44. Oklahoma
43. Kentucky
42. West Virginia
41. Iowa

Top 10 Cities With the Highest Per Capita Interest in Matchmaker-Related Searches

1. Atlanta, Georgia
2. Miami, Florida
3. Minneapolis, Minnesota
4. Seattle, Washington
5. Boston, Massachusetts
6. Denver, Colorado
7. Las Vegas, Nevada
8. Tampa, Florida
9. Baltimore, Maryland
10. San Francisco, California

Bottom 10 Cities With the Lowest Per Capita Interest in Matchmaker-Related Searches

50. El Paso, Texas
49. Fresno California
48. Wichita, Kansas
47. San Antonio, Texas
46. Fort Worth, Texas
45. Tulsa, Oklahoma
44. Memphis, Tennessee
43. Mesa, Arizona
42. Bakersfield, California
41. Colorado Springs, Colorado

Methodology

We surveyed 465 American full-time singles to explore the ripple effects of the film “Materialists” on modern dating culture. The average age of respondents was 35; 44% were women, 55% were men, and 1% were non-binary. Generationally, 18% were Gen X, 56% were millennials, and 26% were Gen Z. Due to rounding, some percentages in this study may not total 100% exactly.

Additionally, we analyzed Google Trends search volume data from March 2024 to June 2025 to show which U.S. cities and states are experiencing the highest searches for matchmakers. Our analysis examined search trends for 388 search terms across all 50 states and the top 50 most populous cities. To ensure reliability, only keywords with a consistent upward trend over the period were considered. We ranked the top trending searches in each state and city using a per capita calculation to highlight significant deviations in search volume.

About Tawkify

Tawkify is the nation’s leading concierge-style matchmaking service, offering high-touch, highly personalized connections for commitment-minded singles. For those tired of the apps and ready for something real, Tawkify brings heart, expertise, and a human touch to the modern dating experience.

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