U.S. Astrology App Revenue Grew 64.7% to Nearly $40 Million in 2019

Mobile users in the United States spent an estimated $39.7 million in the top 10 highest-earning astrology apps last year, a 64.7% increase from 2018, Sensor Tower Store Intelligence data reveals. This signifies a burgeoning trend within non-game apps, and mirrors growth seen in other lifestyle subgenres such as meditation apps.

For this analysis, Sensor Tower studied the 10 top-grossing astrology apps in the U.S. for each year between 2016 and 2019. Astrology & Palmistry Coach was the highest earner for 2019, generating approximately $14 million in user spending, which represented 35.3 percent of the top 10’s total.

2018’s top astrology apps saw close to $24 million in spending; in comparison, just two years prior in 2016 the top 10 generated $7.7 million, or less than one-third of that amount. Combined revenue from the top 10 astrology apps increased at a compound annual growth rate (CAGR) of 72.8 percent over the four-year period analyzed.

Three of 2019’s highest-earning apps have appeared in the top 10 each year since 2016. Zodiac Touch saw the most significant increase in 2019 over its 2016 revenue at 75 percent growth, while Psychic Txt and Purple Ocean grew 45.5 percent and 8 percent, respectively, over the past four years.

Meanwhile, of the three newcomers to 2019’s top 10—FortuneScope, Horoscope & Palm Master, and Astroline—two incorporated automated palm readings (utilizing mobile device cameras) among their features. None of 2016’s top 10 apps had this feature, which highlight an expansion beyond the zodiac within fortune-telling apps as a whole. Emerging features such as this suggest that developers are trying to distinguish themselves in an increasingly competitive market, while improving technology is enabling more creative ways to offer insights to users.

Last year’s 10 most downloaded astrology apps generated approximately 19 million first-time installs collectively, showing a little under 3 percent Y/Y growth by this metric. This represents a slowdown from the 70.6 percent seen in 2018, and is also significantly less compared to revenue growth.

Astrology & Palmistry Coach, the year’s highest-earning app, topped the 2019 downloads ranking as well with 3.3 million installs. Only one app, The DailyHoroscope, has appeared in the top 10 for downloads every year since 2016. Between 2016 and 2019, the top 10 astrology apps had a CAGR of 48.8 percent.

Telling the Future

While horoscopes have long enjoyed a following in pop culture, the market has changed. Where consumers once had to visit a psychic in person or call a phone hotline, astrology apps have eliminated the barriers present in either. The ease with which users can access astrological information on their mobile devices, coupled with a growing audience for such information due to societal factors, have played significant roles in driving the popularity of the genre—and establishing it as one where app makers are finding increasing success.

Note: Sensor Tower defines “astrology apps” as those featuring horoscopes or other uses of the zodiac for informational purposes.