Paradoxically, it is the latest technologies that drive a return to the world of magic. Sylwia Czubkowska and Joanna Sosnowska, the authors of the “Techstorie” podcast, point out the economic dimension of the phenomenon, emphasizing that online esotericism is not only a subculture, but a dynamically developing market sector, which attracts very specific money from investors. According to the Forecasts of the Research and Markets platform The market of astrological applications themselves is expected to increase from $ 4.75 billion. in 2025 to $ 9.91 billion until 2029
As “The Economist” describes, in Asian countries, astrological services are developing so dynamically that they attract venture capital funds. An example is Indian startup Vayawhich he acquired $ 1.5 million In the funding round by leading funds, such as ACCEL and Arkam Ventures. Vaya, combining artificial intelligence with the knowledge of Vedic astrologers, intends to conquer not only the Indian market, but also the United States and Canada.
Social media drive Ezobiznes
The second powerful driving force is Economics of attention.
Platforms such as Tiktok or Instagram have moved astrology from niche for global mainstream. Short, several dozen second recordings with mini-horoscopes, rituals or “reading cards” attract millions of recipients.
Stable communities were created around the astrological content, e.g. Witchtok. They give the rhythm to trends, generate wirals and drive the demand for paid services – from application, through online courses, to the sale of physical products such as amulets and ritual candles.
How do you earn on magic?
Traditional business model in this industry is paid consultations. Their prices are very diverse. Simple online divination or answers to individual questions by e-mail can be bought for a dozen or so zlotys. Standard birth horoscopes and partner analyzes usually cost PLN 400-500, and extensive premium sessions, e.g. business forecasts or detailed trade union analyzes, reach up to PLN 1000–1400.
The segment is growing in parallel mobile applicationsmost often operating in the Freemium model. Basic functions such as a daily horoscope are free, but access to personalized analyzes, partner forecasts or direct consultations with astrologer requires a paid subscription. Applications such as Co-Star, which is to using AI to analyze publicly available NASA data to “discover patterns in user transit”, thus generate millions of revenues. They are also gaining popularity Astrological chatbotswhich interact with users, answering their questions 24/7.
The third, no less important pillar is social media. Astro-influencers from Tiktok and Instagram earn on cooperation with brands, their own product lines (from jewelry to amulets, talismans and incense) as well as paid courses and webinars, where they teach astrology and tarot.
Ultimately, not only the creators of the content themselves earn on the wave of popularity of astrology, but the whole digital economy: profit from the involvement of users' social platforms, application developers or online payment operators.
Who are the customers of the digital magic era?
According to the study Pew Research Center from May 2025, 30 percent adult Americans He uses services such as a horoscope or tarot, but most of them do it “for fun”. Only 6 percent respondents admit that they base, even to a small extent, their life decisions on these practices. Most often they reach for “magic” women aged 18–49from which 43 percent He admits that he believes in astrology.
In Poland, the latest data comes from the study CBOS from 2018 It shows that 45 percent Poles Reads horoscopes, and every ninth (11 percent) At least once he used the services of the fortune -teller.
Experts point to several deeper causes of this trend
Individual spiritual paths and institution crisis. Younger generations are less and less often identified with traditional religious institutions. Instead of taking a ready belief system, they compose their own spiritual paths themselves, choosing and combining elements from various traditions – from meditation, through astrology, to elements of Eastern philosophy. Researchers call this phenomenon “spirituality a la carte” or “patchwork spirituality”. Astrology fits in perfectly with this trend because it is flexible and does not require belonging to one community
Psychological trap of horoscopes. The strength of attracting astrology is strengthened by a simple psychological mechanism known as “Barnum effect”. People have a natural tendency to recognize general, ambiguous descriptions as extremely accurate and personalized, especially when they are positive. This impression is deepened by more and more personalized content, generated by applications based on advanced language models. In this way, faith in the accuracy of the prophecy is strengthened.
Hunger for community in the digital world. As noted by Dr. Jessica Eastwood from Oxford Brookes University, astrology adopted the role of a digital spiritual community, providing a sense of bond, whose previous generations could look for in traditional religious spaces. The identity of “zodiacary” is therefore becoming an element that gives a sense of belonging.
The need for control in an uncertain world. Social researchers emphasize that astrology today acts as a simple navigation tool in a complex reality. Paradoxically, faith in horoscopes and divination gives a sense of control and influence on your own fate in times of crises.
Read also: The cosmogram will decide on your career: HR Ezographs and business fortune -telled
Faith, money and algorithms
The growing popularity of esoteric services is also a greater risk of abuse. The media in the United States and Great Britain warn against all kinds of tricksters feeding on human sensitivity. Added to this is the issue of data security. So it becomes crucial to build digital consciousness (digital writings) in consumers – the ability to critical assessment of sources and understanding that applications work based on algorithms and specific business models.
The challenge is no longer the struggle of science with magical beliefs, but the regulation of the digital market – protection of personal data and transparency of algorithms. The real debate of the future will not apply to whether the stars influence us, but the one who affects the algorithms that interpret them for us.
