The hydration breaks introduced during the 2026 FIFA World Cup are creating an unexpected digital trend. According to anonymised and aggregated network data from Virgin Media O2, activity on dating apps consistently surges whenever referees stop play for cooling breaks before dropping again as soon as the match resumes.
The analysis found that users are turning to platforms such as Tinder, Hinge, Bumble and Grindr during brief pauses in play, making hydration breaks one of the busiest periods for dating apps during World Cup matches.
Traffic jumps during breaks in play
During England’s victory over Mexico on July 6, overall dating app traffic increased by 15% during the first hydration break and 46% during the second.
Tinder recorded the biggest increase, with usage rising 55% during the first cooling break alone.
The largest spike came at half-time, when overall dating app activity climbed 116% compared to in-play levels.
Platform-by-platform increases included:
- Tinder: +48%
- Hinge: +48%
- Bumble: +59%
- Grindr: +12%
Activity also rose again immediately after the final whistle as supporters returned to their phones.
A consistent pattern throughout England’s matches
The same behaviour was observed in England’s other World Cup fixtures.
During the hydration break against DR Congo, traffic increased by:
- 19% on Tinder
- 20% on Hinge
- 69% on Match
England’s matches against Croatia and Ghana followed a similar pattern, with dating app usage dropping sharply at kick-off and during key moments before rebounding whenever the pace of the game slowed.
Football becomes a dating conversation starter
Virgin Media O2’s consumer research also suggests the World Cup is influencing online dating conversations.
According to the survey:
- 72% of single people said the tournament has given them a timely and engaging topic to discuss on dating apps.
- 34% said football conversations helped break the ice with a new match.
- 32% reported that football discussions led to more conversations overall.
- 11% said football chat had helped them arrange an actual date.
Meanwhile, 54% of respondents said they would suggest watching an England match together if a first date happened to clash with a World Cup fixture.
Fans still prioritise the football
Despite the increase in dating app activity during breaks, football remained the main focus throughout the matches.
Across every England game analysed, dating app usage dropped immediately at kick-off and during the biggest moments of play, indicating that supporters quickly put their phones away once the action resumed.
“Our network data shows just how closely mobile behaviour now follows the rhythm of live sport,” said Jeanie York, Chief Technology Officer at Virgin Media O2.
“Whether it’s grabbing a drink, replying to messages or checking dating apps, fans are clearly making the most of pauses in play before putting their phones down again as soon as the action resumes.”
The findings highlight how the expanded use of hydration breaks at the 2026 FIFA World Cup is influencing not only player recovery but also the digital habits of millions of supporters, creating unexpected engagement opportunities for mobile platforms and dating apps.