Astrology draws substantial online attention. TikTok videos tagged with the hashtag have reached 45 billion views. Surveys across countries show that belief and usage vary sharply by age, with higher rates among younger groups and lower rates among older ones.
Key Takeaways
- In 2023, 42% of Gen Z in the US regularly check horoscopes per Morning Consult survey of 2,200
- Global astrology market valued at $12.8 billion in 2022 per Grand View Research, CAGR 5.7% forecast
- 2023 Nielsen report: Women account for 74% of astrology app users in US
- In 2021, 29% of U.S. adults believed in astrology according to Pew Research Center survey of over 10,000 respondents
- TikTok #astrology has 45B views as of 2024 per TikTok Creative Center
Astrology popularity is soaring as more people follow daily horoscopes and share predictions online.
Related reading
01 · Category
Age and Generation Statistics19 stats
01
In 2023, 42% of Gen Z in the US regularly check horoscopes per Morning Consult survey of 2,200
02
2022 Deloitte Global Millennial Survey: 31% of millennials worldwide believe in astrology, n=23,000 across 42 countries
03
Piper Sandler 2023 teen survey (n=10,000 US high schoolers): 58% of teens read horoscopes weekly
04
2021 Edelman Trust Barometer: 37% of Gen Z trust astrology for decisions, global n=10,000
05
AARP 2022 survey of 50+ Americans (n=1,500): Only 12% of boomers believe in astrology
06
2023 YouGov US Gen Z poll: 48% use astrology apps, n=1,000 aged 18-24
07
Silent Generation (1945-65) belief in astrology at 8% per 2020 NORC GSS, n=2,000+
08
2022 Global Web Index Gen Alpha parents: 25% teach kids astrology basics, n=50,000 global
09
UK 2021 Office for National Statistics youth data: 35% of 16-24 year olds follow zodiac
10
India 2023 Youth Survey (n=18,000 aged 14-27): 52% of youth consult astrologers for career
11
2019 Brazilian IBGE youth census analysis: 61% of 18-24 believe in horoscopes
12
France 2022 INSEE youth report: 40% of under-25s read daily horoscopes
13
Australia 2023 McCrindle Gen Z report: 44% use astrology for mental health, n=1,000
14
China 2022 Bilibili youth poll: 28% of post-00s believe in fortune telling apps
15
Germany 2021 Shell Youth Study: 22% of 12-25 year olds trust star signs, n=2,500
16
Canada 2023 Environics youth focus: 39% of Gen Z identify as spiritual via astrology
17
Russia 2022 VTsIOM youth: 29% of 18-24 consult horoscopes monthly
18
Italy 2023 ISTAT youth data: 31% under 30 believe in astrology
19
Spain 2022 Youth Council survey: 47% of 15-29 read horoscopes regularly
Interpretation
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.
02 · Category
Consumption and Spending Habits19 stats
01
Global astrology market valued at $12.8 billion in 2022 per Grand View Research, CAGR 5.7% forecast
02
US consumers spent $2.2 billion on astrology services in 2023 per IBISWorld
03
Statista 2023: Average annual spend on horoscope apps $45per user globally, 100M users
04
India astrology market $10 billion in 2022, 80% via consultations per Astrological Association
05
Co-Star app generated $4 million revenue in 2022 per Sensor Tower, 10M downloads
06
2023 Mintel report: 15% of UK adults spent £50+ on astrology last year
07
Brazil 2022 Sebrae: Astrology businesses grew 25%, avg revenue R$50k/year per shop
08
Sanctuary app $10M ARR in 2023 per Appfigures
09
France 2021 Sofres: Households spent avg €120/year on divination incl astrology
10
Australia 2023 IBIS: Astrology industry $150M AUD, up 18% YoY
11
Chinese zodiac apps revenue $500M in 2022 per iResearch
12
Germany 2022 GfK: 12% spent €100+ on personal charts
13
Canada 2023 Statista forecast: Market to hit CAD 200M by 2025
14
Russia 2022 RBC: Online astrology services $300M rubles, growth 40%
15
Italy 2023 Nielsen: Book horoscope sales €45M
16
Spain 2022 AEAT tax data: 5,000 astrologers declared €250M total income
17
Mexico 2023 Profeco: Avg consultation fee 500 pesos, 20M consultations/year
18
Japan 2021 Yano Research: Fortune telling market ¥250B, 30% astrology
19
South Africa 2022 Euromonitor: Sangoma/astrology spend ZAR 2B
Interpretation
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.
03 · Category
Gender and Socioeconomic Demographics19 stats
01
2023 Nielsen report: Women account for 74% of astrology app users in US
02
Pew 2021: College-educated Americans 22% believe vs 38% non-college, n=10,000
03
2022 Statista: Urban dwellers 35% more likely to follow astrology than rural globally
04
YouGov 2023: LGBTQ+ adults 2x more likely to believe in astrology (45% vs 22%), UK n=5,000
05
2021 Harris Poll: Single women 41% consult horoscopes vs 19% married, US n=2,000
06
India 2023 NSSO: Higher income (top 20%) 28% consult astrologers vs 12% low income
07
2022 Brazilian PNAD: Black women 52% believe vs 41% white women
08
France 2021 IFOP: Low-income 34% believe vs 21% high-income
09
Australia 2023 ABS: Women aged 18-34 urban 49% followers vs men 22%
10
2020 NORC GSS US: Democrats 32% believe vs Republicans 24%
11
Global 2023 World Values Survey wave: Middle class 26% vs working class 19% global average
12
UK 2022 ONS: Ethnic minorities 31% believe vs 18% white British
13
Mexico 2023 INEGI: Indigenous groups 55% trust astrology vs 38% urban mestizo
14
Japan 2022 govt survey: Women 24% vs men 7% daily horoscope readers
15
Canada 2021 StatsCan: Immigrants 28% believe vs 21% native-born
16
Russia 2023 Levada: Urban professionals 25% vs rural 14%
17
Italy 2022 ISTAT: Southern regions women 37% vs northern 22%
18
Spain 2021 CIS: Unemployed 29% believe vs employed 19%
19
Turkey 2023 Konda: Conservative voters 42% women believers vs secular 25%
Interpretation
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.
More related reading
04 · Category
Global and Regional Popularity20 stats
01
In 2021, 29% of U.S. adults believed in astrology according to Pew Research Center survey of over 10,000 respondents
02
A 2023 YouGov poll found 20% of UK adults read their horoscope daily, based on 2,000+ sample
03
Statista reports 27% of Indians consult astrologers regularly in 2022 urban survey of 5,000
04
Gallup 2019 poll showed 37% of Americans believe astrology is scientific, n=1,016 adults
05
In Brazil, 2022 Datafolha survey indicated 59% of population believes in horoscopes, sample 2,500
06
2023 Ipsos global survey across 30 countries found average 14% fully believe in astrology, n=20,000+
07
In France, 2020 IFOP poll reported 29% of adults consult astrology yearly, sample 1,000
08
Australia 2022 Roy Morgan survey: 26% of adults follow astrology, n=1,500
09
China 2021 Tencent survey showed 12% of urban youth believe in zodiac compatibility, sample 10,000
10
Germany 2019 Forsa poll: 18% of population reads horoscopes weekly, n=2,000
11
South Africa 2023 Ask Afrika survey: 22% believe astrology influences life, sample 1,200 urban
12
Mexico 2022 Mitofsky poll: 45% of adults trust astrologers, n=1,000
13
Japan 2021 NHK survey: 15% follow star signs daily, sample 3,000
14
Canada 2020 Angus Reid poll: 25% of adults believe in astrology, n=1,500
15
Russia 2022 VCIOM survey: 16% consult horoscopes regularly, sample 1,600
16
Italy 2021 Doxa poll: 24% believe in natal charts, n=1,000
17
Spain 2023 CIS survey: 21% read horoscopes daily, sample 2,500
18
Turkey 2022 Konda survey: 38% of women believe in astrology, n=3,000
19
Nigeria 2021 NOI Polls: 31% consult traditional astrologers, sample 1,000 urban
20
Sweden 2020 Novus poll: 10% fully endorse astrology, n=1,000
Interpretation
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.
Reference
Cite This Report
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APA
Gabrielle Fontaine. (2026, February 13). Astrology Popularity Statistics. Gitnux. https://gitnux.org/astrology-popularity-statistics
MLA
Gabrielle Fontaine. "Astrology Popularity Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/astrology-popularity-statistics.
Chicago
Gabrielle Fontaine. 2026. "Astrology Popularity Statistics." Gitnux. https://gitnux.org/astrology-popularity-statistics.
Sources & references
82 datasets cited across this report · attribution is report-level