The astrology industry is experiencing a surge in engagement, particularly among the Gen Z demographic, according to a recent report by Astroyogi. The report, based on a survey of 5 lakh respondents, revealed that over 60 per cent of astrology app users are from the Gen Z category, which comprises individuals born after 1997. This generation has shown a strong preference for chatting with astrologers over apps rather than opting for telephonic consultations. Additionally, they are four times more likely to seek free consultations compared to millennials and boomers. The study also found that 80 per cent of queries from Gen Z users are related to relationships, indicating a keen interest in understanding their past, present, and potential romantic connections.
Meena Kapoor, Founder and CEO of Astroyogi, highlighted the pandemic as a catalyst for the shift in the age demographic of their user base. Kapoor stated, “There has been a hypothesis for a while now that only an older age group is interested in astrology. However, even before Gen Z started showing interest in the last 3 or 4 years, the demographic was more in the 25 to 35 age group, not 35 plus. But that has changed; it became much younger, especially during COVID.” Astroyogi, which started as a telco-based astrology service in 2015 and later pivoted towards the app, has observed a significant increase in engagement from mid-sized cities such as Hyderabad, Ahmedabad, and Pune. Kapoor also highlighted the platform’s emphasis on career-related inquiries, with individuals re-evaluating their career trajectories amid ongoing instability.
Expressing her opinion on the topic, Kapoor emphasized the increased accessibility and the shift in user demographics as game-changers for the astrology industry. She also mentioned the creation of flexible jobs within the astro tech industry for women through the establishment of Yogii Academy. Looking at the international market, Kapoor disclosed that Astroyogi’s largest markets are in the US and Canada, with some interest from the Southeast Asia region. Moreover, the company is set to focus on regions with a high Indian diaspora, indicating a potential expansion in the international market for astrology services.