On November 9, 2025, daily horoscopes are less a quirky pastime and more a fixed part of how millions start their day. New survey data and market figures show that checking “today’s horoscope” is now a trackable daily habit—especially among younger users and on mobile apps.
A May 2025 Pew Research Center survey of 9,593 U.S. adults finds that 30% consult astrology, horoscopes, tarot cards or fortune tellers at least once a year, and 27% say they believe astrology can affect people’s lives. Among women aged 18–49, belief rises to 43%, while 54% of LGBTQ+ adults say they consult horoscopes or related services at least annually. Yet only about 1% rely heavily on these practices for major life decisions, and just 6% engage with them weekly—evidence that for most, daily horoscopes serve as light guidance or entertainment, not binding instruction.
This growing but measured interest is fueling a powerful digital market built around “today’s” readings. Analysis by MarkNtel Advisors places the global astrology app market at about USD 3 billion in 2024, with projections of USD 9 billion by 2030 at roughly 20% compound annual growth. Horoscope-focused apps account for an estimated 40% of this market, reflecting demand for quick, free daily predictions that convert a share of users into paying subscribers for deeper, personalized insights.
Usage numbers show how far the daily ritual has scaled. Industry research reports that Co-Star grew from roughly 7.5 million users in 2020 to around 30 million by 2023, driven by push notifications delivering individualized daily horoscopes. Apps such as Nebula, The Pattern, Chani and Sanctuary layer on live readings, relationship analytics and wellness content, placing horoscope checks alongside weather, email and news as routine morning taps. In parallel, U.S. data on the broader psychic services sector indicate about USD 2.3 billion in revenue in 2024 and more than 100,000 people employed, underscoring how daily and weekly readings now sit inside a significant services economy.
Scientific evaluation, however, continues to challenge the accuracy of daily horoscopes. Decades of work on the Barnum (Forer) effect show that people tend to rate broad, general statements as uniquely applicable to themselves, which helps explain why many experience today’s horoscope as “spot on” even when it could fit almost anyone. Combined with large-scale polling showing minimal reliance on horoscopes for major decisions, the evidence points to emotional resonance and self-reflection—not verified predictive power—as the core of their appeal.
The top trend today is a clear, data-backed paradox: daily horoscopes command a rapidly expanding global audience and app economy, while most users treat them as reflective prompts, aesthetic identity markers, or small wellness rituals rather than strict instructions from the stars. As leading platforms blend AI, mental-health language and social features, “today’s horoscope” now sits at the crossroads of entertainment, identity and the booming digital spirituality market.