GITNUXREPORT 2026

Astrology Popularity Statistics

Astrology belief is widespread globally and spans across demographics, with the market exceeding $12 billion.

Jannik Lindner

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: Feb 13, 2026

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Statistic 1

In 2023, 42% of Gen Z in the US regularly check horoscopes per Morning Consult survey of 2,200

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2022 Deloitte Global Millennial Survey: 31% of millennials worldwide believe in astrology, n=23,000 across 42 countries

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Piper Sandler 2023 teen survey (n=10,000 US high schoolers): 58% of teens read horoscopes weekly

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2021 Edelman Trust Barometer: 37% of Gen Z trust astrology for decisions, global n=10,000

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AARP 2022 survey of 50+ Americans (n=1,500): Only 12% of boomers believe in astrology

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2023 YouGov US Gen Z poll: 48% use astrology apps, n=1,000 aged 18-24

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Silent Generation (1945-65) belief in astrology at 8% per 2020 NORC GSS, n=2,000+

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2022 Global Web Index Gen Alpha parents: 25% teach kids astrology basics, n=50,000 global

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UK 2021 Office for National Statistics youth data: 35% of 16-24 year olds follow zodiac

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India 2023 Youth Survey (n=18,000 aged 14-27): 52% of youth consult astrologers for career

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2019 Brazilian IBGE youth census analysis: 61% of 18-24 believe in horoscopes

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France 2022 INSEE youth report: 40% of under-25s read daily horoscopes

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Australia 2023 McCrindle Gen Z report: 44% use astrology for mental health, n=1,000

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China 2022 Bilibili youth poll: 28% of post-00s believe in fortune telling apps

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Germany 2021 Shell Youth Study: 22% of 12-25 year olds trust star signs, n=2,500

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Canada 2023 Environics youth focus: 39% of Gen Z identify as spiritual via astrology

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Russia 2022 VTsIOM youth: 29% of 18-24 consult horoscopes monthly

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Italy 2023 ISTAT youth data: 31% under 30 believe in astrology

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Spain 2022 Youth Council survey: 47% of 15-29 read horoscopes regularly

Statistic 20

Global astrology market valued at $12.8 billion in 2022 per Grand View Research, CAGR 5.7% forecast

Statistic 21

US consumers spent $2.2 billion on astrology services in 2023 per IBISWorld

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Statista 2023: Average annual spend on horoscope apps $45 per user globally, 100M users

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India astrology market $10 billion in 2022, 80% via consultations per Astrological Association

Statistic 24

Co-Star app generated $4 million revenue in 2022 per Sensor Tower, 10M downloads

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2023 Mintel report: 15% of UK adults spent £50+ on astrology last year

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Brazil 2022 Sebrae: Astrology businesses grew 25%, avg revenue R$50k/year per shop

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Sanctuary app $10M ARR in 2023 per Appfigures

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France 2021 Sofres: Households spent avg €120/year on divination incl astrology

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Australia 2023 IBIS: Astrology industry $150M AUD, up 18% YoY

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Chinese zodiac apps revenue $500M in 2022 per iResearch

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Germany 2022 GfK: 12% spent €100+ on personal charts

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Canada 2023 Statista forecast: Market to hit CAD 200M by 2025

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Russia 2022 RBC: Online astrology services $300M rubles, growth 40%

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Italy 2023 Nielsen: Book horoscope sales €45M

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Spain 2022 AEAT tax data: 5,000 astrologers declared €250M total income

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Mexico 2023 Profeco: Avg consultation fee 500 pesos, 20M consultations/year

Statistic 37

Japan 2021 Yano Research: Fortune telling market ¥250B, 30% astrology

Statistic 38

South Africa 2022 Euromonitor: Sangoma/astrology spend ZAR 2B

Statistic 39

2023 Nielsen report: Women account for 74% of astrology app users in US

Statistic 40

Pew 2021: College-educated Americans 22% believe vs 38% non-college, n=10,000

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2022 Statista: Urban dwellers 35% more likely to follow astrology than rural globally

Statistic 42

YouGov 2023: LGBTQ+ adults 2x more likely to believe in astrology (45% vs 22%), UK n=5,000

Statistic 43

2021 Harris Poll: Single women 41% consult horoscopes vs 19% married, US n=2,000

Statistic 44

India 2023 NSSO: Higher income (top 20%) 28% consult astrologers vs 12% low income

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2022 Brazilian PNAD: Black women 52% believe vs 41% white women

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France 2021 IFOP: Low-income 34% believe vs 21% high-income

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Australia 2023 ABS: Women aged 18-34 urban 49% followers vs men 22%

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2020 NORC GSS US: Democrats 32% believe vs Republicans 24%

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Global 2023 World Values Survey wave: Middle class 26% vs working class 19% global average

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UK 2022 ONS: Ethnic minorities 31% believe vs 18% white British

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Mexico 2023 INEGI: Indigenous groups 55% trust astrology vs 38% urban mestizo

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Japan 2022 govt survey: Women 24% vs men 7% daily horoscope readers

Statistic 53

Canada 2021 StatsCan: Immigrants 28% believe vs 21% native-born

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Russia 2023 Levada: Urban professionals 25% vs rural 14%

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Italy 2022 ISTAT: Southern regions women 37% vs northern 22%

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Spain 2021 CIS: Unemployed 29% believe vs employed 19%

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Turkey 2023 Konda: Conservative voters 42% women believers vs secular 25%

Statistic 58

In 2021, 29% of U.S. adults believed in astrology according to Pew Research Center survey of over 10,000 respondents

Statistic 59

A 2023 YouGov poll found 20% of UK adults read their horoscope daily, based on 2,000+ sample

Statistic 60

Statista reports 27% of Indians consult astrologers regularly in 2022 urban survey of 5,000

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Gallup 2019 poll showed 37% of Americans believe astrology is scientific, n=1,016 adults

Statistic 62

In Brazil, 2022 Datafolha survey indicated 59% of population believes in horoscopes, sample 2,500

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2023 Ipsos global survey across 30 countries found average 14% fully believe in astrology, n=20,000+

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In France, 2020 IFOP poll reported 29% of adults consult astrology yearly, sample 1,000

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Australia 2022 Roy Morgan survey: 26% of adults follow astrology, n=1,500

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China 2021 Tencent survey showed 12% of urban youth believe in zodiac compatibility, sample 10,000

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Germany 2019 Forsa poll: 18% of population reads horoscopes weekly, n=2,000

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South Africa 2023 Ask Afrika survey: 22% believe astrology influences life, sample 1,200 urban

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Mexico 2022 Mitofsky poll: 45% of adults trust astrologers, n=1,000

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Japan 2021 NHK survey: 15% follow star signs daily, sample 3,000

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Canada 2020 Angus Reid poll: 25% of adults believe in astrology, n=1,500

Statistic 72

Russia 2022 VCIOM survey: 16% consult horoscopes regularly, sample 1,600

Statistic 73

Italy 2021 Doxa poll: 24% believe in natal charts, n=1,000

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Spain 2023 CIS survey: 21% read horoscopes daily, sample 2,500

Statistic 75

Turkey 2022 Konda survey: 38% of women believe in astrology, n=3,000

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Nigeria 2021 NOI Polls: 31% consult traditional astrologers, sample 1,000 urban

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Sweden 2020 Novus poll: 10% fully endorse astrology, n=1,000

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TikTok #astrology has 45B views as of 2024 per TikTok Creative Center

Statistic 79

Instagram astrology posts reached 10M in 2023 per Socialinsider

Statistic 80

Sanctuary astrology app 5M downloads, 4.8/5 rating on Google Play 2023

Statistic 81

Co-Star Twitter mentions spiked 300% during 2020 pandemic per Brandwatch

Statistic 82

YouTube horoscope channels avg 1M subscribers top 10, 2023 Tubular Labs

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Reddit r/astrology 1.2M members as of 2024

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Facebook astrology groups total 50M members globally 2023 Hootsuite

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Pinterest astrology pins 2B+ saves, top trend 2023

Statistic 86

Snapchat astrology lenses used 500M times in 2022 per Snap

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Twitter #ZodiacSign tweets 15M annually avg 2020-23

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LinkedIn astrology career advice posts up 150% since 2021 per LinkedIn

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Discord astrology servers 100k+ members active 2023

Statistic 90

Astrology.com site traffic 20M monthly visitors 2023 SimilarWeb

Statistic 91

Cafe Astrology blog 5M pageviews/month

Statistic 92

Horoscope.com app 3M DAU in 2023 per App Annie

Statistic 93

Spotify astrology podcasts 50M streams 2023, top like Starsign Style

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Tumblr astrology tags 1B+ posts historically, active 2023

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WhatsApp astrology forwards peak 1B messages NYE globally 2022

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Twitch astrology streams avg 10k viewers top streamers 2023

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NFT astrology projects sold $50M in 2021-22 OpenSea

1/97

Sources

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While it may seem like ancient mysticism, a look at the numbers reveals that astrology's modern resurgence is a global phenomenon, with nearly a third of American adults, 59% of Brazilians, and over half of India's youth embracing its guidance.

Key Takeaways

In 2021, 29% of U.S. adults believed in astrology according to Pew Research Center survey of over 10,000 respondents
A 2023 YouGov poll found 20% of UK adults read their horoscope daily, based on 2,000+ sample
Statista reports 27% of Indians consult astrologers regularly in 2022 urban survey of 5,000
In 2023, 42% of Gen Z in the US regularly check horoscopes per Morning Consult survey of 2,200
2022 Deloitte Global Millennial Survey: 31% of millennials worldwide believe in astrology, n=23,000 across 42 countries
Piper Sandler 2023 teen survey (n=10,000 US high schoolers): 58% of teens read horoscopes weekly
2023 Nielsen report: Women account for 74% of astrology app users in US
Pew 2021: College-educated Americans 22% believe vs 38% non-college, n=10,000
2022 Statista: Urban dwellers 35% more likely to follow astrology than rural globally
Global astrology market valued at $12.8 billion in 2022 per Grand View Research, CAGR 5.7% forecast
US consumers spent $2.2 billion on astrology services in 2023 per IBISWorld
Statista 2023: Average annual spend on horoscope apps $45 per user globally, 100M users
TikTok #astrology has 45B views as of 2024 per TikTok Creative Center
Instagram astrology posts reached 10M in 2023 per Socialinsider
Sanctuary astrology app 5M downloads, 4.8/5 rating on Google Play 2023

Astrology belief is widespread globally and spans across demographics, with the market exceeding $12 billion.

Age and Generation Statistics

In 2023, 42% of Gen Z in the US regularly check horoscopes per Morning Consult survey of 2,200
2022 Deloitte Global Millennial Survey: 31% of millennials worldwide believe in astrology, n=23,000 across 42 countries
Piper Sandler 2023 teen survey (n=10,000 US high schoolers): 58% of teens read horoscopes weekly
2021 Edelman Trust Barometer: 37% of Gen Z trust astrology for decisions, global n=10,000
AARP 2022 survey of 50+ Americans (n=1,500): Only 12% of boomers believe in astrology
2023 YouGov US Gen Z poll: 48% use astrology apps, n=1,000 aged 18-24
Silent Generation (1945-65) belief in astrology at 8% per 2020 NORC GSS, n=2,000+
2022 Global Web Index Gen Alpha parents: 25% teach kids astrology basics, n=50,000 global
UK 2021 Office for National Statistics youth data: 35% of 16-24 year olds follow zodiac
India 2023 Youth Survey (n=18,000 aged 14-27): 52% of youth consult astrologers for career
2019 Brazilian IBGE youth census analysis: 61% of 18-24 believe in horoscopes
France 2022 INSEE youth report: 40% of under-25s read daily horoscopes
Australia 2023 McCrindle Gen Z report: 44% use astrology for mental health, n=1,000
China 2022 Bilibili youth poll: 28% of post-00s believe in fortune telling apps
Germany 2021 Shell Youth Study: 22% of 12-25 year olds trust star signs, n=2,500
Canada 2023 Environics youth focus: 39% of Gen Z identify as spiritual via astrology
Russia 2022 VTsIOM youth: 29% of 18-24 consult horoscopes monthly
Italy 2023 ISTAT youth data: 31% under 30 believe in astrology
Spain 2022 Youth Council survey: 47% of 15-29 read horoscopes regularly

Age and Generation Statistics Interpretation

Across generations and continents, the modern urge to seek cosmic guidance reveals not a lapse in logic, but a profound, star-charted hunger for meaning, comfort, and control in a dizzyingly uncertain world.

Consumption and Spending Habits

Global astrology market valued at $12.8 billion in 2022 per Grand View Research, CAGR 5.7% forecast
US consumers spent $2.2 billion on astrology services in 2023 per IBISWorld
Statista 2023: Average annual spend on horoscope apps $45 per user globally, 100M users
India astrology market $10 billion in 2022, 80% via consultations per Astrological Association
Co-Star app generated $4 million revenue in 2022 per Sensor Tower, 10M downloads
2023 Mintel report: 15% of UK adults spent £50+ on astrology last year
Brazil 2022 Sebrae: Astrology businesses grew 25%, avg revenue R$50k/year per shop
Sanctuary app $10M ARR in 2023 per Appfigures
France 2021 Sofres: Households spent avg €120/year on divination incl astrology
Australia 2023 IBIS: Astrology industry $150M AUD, up 18% YoY
Chinese zodiac apps revenue $500M in 2022 per iResearch
Germany 2022 GfK: 12% spent €100+ on personal charts
Canada 2023 Statista forecast: Market to hit CAD 200M by 2025
Russia 2022 RBC: Online astrology services $300M rubles, growth 40%
Italy 2023 Nielsen: Book horoscope sales €45M
Spain 2022 AEAT tax data: 5,000 astrologers declared €250M total income
Mexico 2023 Profeco: Avg consultation fee 500 pesos, 20M consultations/year
Japan 2021 Yano Research: Fortune telling market ¥250B, 30% astrology
South Africa 2022 Euromonitor: Sangoma/astrology spend ZAR 2B

Consumption and Spending Habits Interpretation

In a world desperate for certainty, humanity continues to prove it will pay starry-eyed sums for stories written in the sky, funding a multibillion-dollar cottage industry of cosmic counsel.

Gender and Socioeconomic Demographics

2023 Nielsen report: Women account for 74% of astrology app users in US
Pew 2021: College-educated Americans 22% believe vs 38% non-college, n=10,000
2022 Statista: Urban dwellers 35% more likely to follow astrology than rural globally
YouGov 2023: LGBTQ+ adults 2x more likely to believe in astrology (45% vs 22%), UK n=5,000
2021 Harris Poll: Single women 41% consult horoscopes vs 19% married, US n=2,000
India 2023 NSSO: Higher income (top 20%) 28% consult astrologers vs 12% low income
2022 Brazilian PNAD: Black women 52% believe vs 41% white women
France 2021 IFOP: Low-income 34% believe vs 21% high-income
Australia 2023 ABS: Women aged 18-34 urban 49% followers vs men 22%
2020 NORC GSS US: Democrats 32% believe vs Republicans 24%
Global 2023 World Values Survey wave: Middle class 26% vs working class 19% global average
UK 2022 ONS: Ethnic minorities 31% believe vs 18% white British
Mexico 2023 INEGI: Indigenous groups 55% trust astrology vs 38% urban mestizo
Japan 2022 govt survey: Women 24% vs men 7% daily horoscope readers
Canada 2021 StatsCan: Immigrants 28% believe vs 21% native-born
Russia 2023 Levada: Urban professionals 25% vs rural 14%
Italy 2022 ISTAT: Southern regions women 37% vs northern 22%
Spain 2021 CIS: Unemployed 29% believe vs employed 19%
Turkey 2023 Konda: Conservative voters 42% women believers vs secular 25%

Gender and Socioeconomic Demographics Interpretation

This celestial data paints astrology not as a uniform folly, but as a modern secular faith whose congregation is disproportionately drawn from those navigating societal margins—be they economic uncertainty, cultural displacement, political minority, or the quest for identity and control in an unpredictable world.

Global and Regional Popularity

In 2021, 29% of U.S. adults believed in astrology according to Pew Research Center survey of over 10,000 respondents
A 2023 YouGov poll found 20% of UK adults read their horoscope daily, based on 2,000+ sample
Statista reports 27% of Indians consult astrologers regularly in 2022 urban survey of 5,000
Gallup 2019 poll showed 37% of Americans believe astrology is scientific, n=1,016 adults
In Brazil, 2022 Datafolha survey indicated 59% of population believes in horoscopes, sample 2,500
2023 Ipsos global survey across 30 countries found average 14% fully believe in astrology, n=20,000+
In France, 2020 IFOP poll reported 29% of adults consult astrology yearly, sample 1,000
Australia 2022 Roy Morgan survey: 26% of adults follow astrology, n=1,500
China 2021 Tencent survey showed 12% of urban youth believe in zodiac compatibility, sample 10,000
Germany 2019 Forsa poll: 18% of population reads horoscopes weekly, n=2,000
South Africa 2023 Ask Afrika survey: 22% believe astrology influences life, sample 1,200 urban
Mexico 2022 Mitofsky poll: 45% of adults trust astrologers, n=1,000
Japan 2021 NHK survey: 15% follow star signs daily, sample 3,000
Canada 2020 Angus Reid poll: 25% of adults believe in astrology, n=1,500
Russia 2022 VCIOM survey: 16% consult horoscopes regularly, sample 1,600
Italy 2021 Doxa poll: 24% believe in natal charts, n=1,000
Spain 2023 CIS survey: 21% read horoscopes daily, sample 2,500
Turkey 2022 Konda survey: 38% of women believe in astrology, n=3,000
Nigeria 2021 NOI Polls: 31% consult traditional astrologers, sample 1,000 urban
Sweden 2020 Novus poll: 10% fully endorse astrology, n=1,000

Global and Regional Popularity Interpretation

Across the globe, a surprisingly consistent minority of the population—roughly one in four—appears to find comfort in the cosmic coordinates, proving that whether we're skeptics or believers, we're all just trying to navigate a world where the only certainty is uncertainty.

Online and Social Media Metrics

TikTok #astrology has 45B views as of 2024 per TikTok Creative Center
Instagram astrology posts reached 10M in 2023 per Socialinsider
Sanctuary astrology app 5M downloads, 4.8/5 rating on Google Play 2023
Co-Star Twitter mentions spiked 300% during 2020 pandemic per Brandwatch
YouTube horoscope channels avg 1M subscribers top 10, 2023 Tubular Labs
Reddit r/astrology 1.2M members as of 2024
Facebook astrology groups total 50M members globally 2023 Hootsuite
Pinterest astrology pins 2B+ saves, top trend 2023
Snapchat astrology lenses used 500M times in 2022 per Snap
Twitter #ZodiacSign tweets 15M annually avg 2020-23
LinkedIn astrology career advice posts up 150% since 2021 per LinkedIn
Discord astrology servers 100k+ members active 2023
Astrology.com site traffic 20M monthly visitors 2023 SimilarWeb
Cafe Astrology blog 5M pageviews/month
Horoscope.com app 3M DAU in 2023 per App Annie
Spotify astrology podcasts 50M streams 2023, top like Starsign Style
Tumblr astrology tags 1B+ posts historically, active 2023
WhatsApp astrology forwards peak 1B messages NYE globally 2022
Twitch astrology streams avg 10k viewers top streamers 2023
NFT astrology projects sold $50M in 2021-22 OpenSea

Online and Social Media Metrics Interpretation

It seems we are collectively more committed to studying the stars than our own history, for the ancient art of astrology now commands a digital empire where billions seek guidance in the glow of their screens.