Top 10 US astrology apps drew in $40M in 2019, up 65% from 2018

Astrology expresses complex ideas about personality, life cycles, and relationship patterns through the shorthand of the planets and zodiac symbols. And that shorthand works well online, where symbols and shorthand are often baked into communication.

Now, Silicon Valley tapped into millennial ennui – or, depending on your amount of cynicism, self-obsession – by taking astrology into the app age.

In a stressful, data-driven era, many young people find comfort and insight in the zodiac—even if they don’t exactly believe in it.