Astrology Statistics in the US: 2026 Data, Belief & Market Size

Astrology is a fixture of American culture and a multi-billion-dollar industry — yet belief has held remarkably steady even as apps have put a personalised horoscope in tens of millions of pockets. Belief skews strongly toward young women and LGBTQ+ adults, and most people who engage treat it as entertainment rather than guidance. This guide compiles the latest verified US statistics from Pew, Gallup, IBISWorld and market analysts.

How many Americans believe in astrology?

Belief has been strikingly stable. Pew found that 27% of US adults said they believe in astrology in 2025, essentially unchanged from the 29% it recorded in 2017 (Pew, 2025). Gallup’s 2025 reading was similar at around 25%, and Gallup noted that Americans’ belief in astrology is broadly in line with its readings going back to 2001 (Gallup, 2025). Engagement is wider than belief: 30% of adults consulted astrology, a horoscope, tarot or a fortune teller in the past year — but most did so for fun, and only 1% rely on it heavily for major decisions (Pew, 2025).

Who believes in astrology?

Gender and age

Astrology belief skews strongly female and young. Overall, 35% of US women believe versus 18% of men, and the figure rises to around 43% among women under 50 (Pew, 2025). Belief falls with age — only about 16% of adults 65 and older believe.

Sexuality

LGBTQ+ adults stand out: about half consult astrology or a horoscope at least yearly — roughly twice the national rate — and they are the group most likely to say they rely on what they learn when making decisions (Pew, 2025).

Income, education and politics

Lower-income adults are about twice as likely as upper-income adults to believe (37% vs 16%), college graduates are less likely than those without degrees, and conservatives are less likely than moderates and liberals (Pew, 2025).

Is astrology belief growing in the US?

Not really — which surprises people given the app boom. Pew’s own finding is that the share of Americans who believe in astrology “doesn’t appear to have changed very much in recent years,” holding around a quarter across the last decade and broadly in line with Gallup readings stretching back to the 1990s (Pew, 2025). What has grown is the visibility of astrology on social media, not the underlying rate of belief.

Astrology apps and the market

The digital shift is the real growth story. The AI-powered app Co-Star had been downloaded more than 20 million times as of 2021, and by its own account about a quarter of US women aged 18–25 have the app on their phones (TIME, 2021). Commercially, the global astrology market was valued at about $12.8 billion in 2021 and is projected to reach $22.8 billion by 2031 (Allied Market Research). Within the US, IBISWorld puts the wider psychic-services industry — astrology, tarot, palmistry and mediumship — at about $2.3 billion, employing roughly 105,000 people, with revenue up more than 4% a year since the pandemic as services moved online (IBISWorld, 2025).

Does astrology have a scientific basis?

No. Controlled studies have repeatedly failed to find evidence supporting astrology’s claims, and the scientific consensus is that it is not a science. Its persistence is generally explained by psychological factors — the appeal of personalised meaning, the “Barnum effect” whereby vague descriptions feel personally accurate, and a search for control during uncertain times.

Frequently asked questions

What percentage of Americans believe in astrology?

About 27% of US adults believe in astrology (Pew, 2025), and Gallup puts it at around 25%. Roughly a quarter has been the consistent figure for over a decade.

Is astrology becoming more popular in the US?

Belief itself is essentially flat — 29% in 2017 versus 27% in 2025. What has grown is astrology’s presence on apps and social media, not the share of people who actually believe.

Who believes in astrology the most?

Younger women (around 43% of women under 50) and LGBTQ+ adults, about half of whom consult astrology yearly. Overall, women believe far more than men (35% vs 18%), and belief declines with age and income bracket.

How big is the astrology industry?

The global astrology market was about $12.8 billion in 2021 and is projected to reach $22.8 billion by 2031 (Allied Market Research); the US psychic-services industry is worth about $2.3 billion (IBISWorld, 2025).

About this data

Produced by the editorial team at TarotCards.io, home to free tarot readings and astrology guides. Every figure is drawn from a named primary source, listed below, and the page is reviewed twice a year.

Related guides

• Astrology Statistics (UK)
• Belief in Astrology by Country
• Tarot Statistics (US)
• Best Places to Stargaze in Every US State

Sources & references

1. Pew Research Center — “3 in 10 Americans consult astrology, tarot cards or fortune tellers” (2025)
2. Gallup — “Paranormal Phenomena Met With Skepticism in U.S.” (2025)
3. Allied Market Research — Astrology Market (global market size and forecast)
4. IBISWorld — Psychic Services in the US (market size and employment, 2025)
5. TIME — “Why Personalized Astrology Apps Are Appealing to Gen Z” (Co-Star download figures, 2021)