Why Gen Z Is Turning To Astro Apps For Spiritual Guidance

On a lonely evening in Mumbai, 25-year-old content writer Gauri Deekonda scrolled through her phone in search of clarity. Stressed about her career and reluctant to share her fears with friends or family, she turned to an astrology app. “It was more comfortable,” she recalls. “I could just spill my worries, and instead of being judged, I’d get a horoscope or perspective. It felt safe and comforting in a time when I really needed some clarity.”

Deekonda isn’t alone. Across India and beyond, Gen Z is fueling the rapid growth of astrology apps that promise to decode the stars and deliver instant guidance—on careers, relationships, health, and life’s countless uncertainties. For this digitally native generation, born roughly between the mid-1990s and early 2010s, the fusion of ancient mysticism with slick, gamified apps has proved irresistible.

In fact, according to an Astroyogi report, Gen Z comprises more than 60 per cent of users on astrology apps. Interestingly, 80 per cent of queries by Gen Z users are related to relationship issues.

A Convergence Of Tech And Emotion

“Gen Z is one of the most self-aware generations,” says Vanya Mishra, CEO and Co-Founder of AstroSure.ai, a rising player in the space. “As digital natives, they expect answers that are instant, accessible, and unbiased. Astrology resonates with them because it fuses introspection with practical guidance.”

AstroSure.ai has already crossed 1 million downloads, with more than 300,000 monthly active users and a striking 72 per cent retention rate. Over 70 percent of its user base belongs to Gen Z. “Their strong week-on-week retention shows this is no passing trend,” Mishra adds. “It’s a genuine shift in how they seek emotional, mental, and spiritual support.”

Mishra identifies three forces behind the surge: rising uncertainty, a culture of self-reflection, and technology’s ability to simplify complex signals into daily guidance. Whether it’s Mercury in retrograde or a personalised career forecast, astrology apps translate esoteric charts into bite-sized nudges fit for notification feeds.

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Searching For Clarity

For some, the appeal lies less in prediction than in reassurance. Yashika Yadav, 27, from Gurugram, remembers downloading Astrotalk during a painful relationship crisis. “When you’re struggling and nothing seems to make sense, you just want a little guidance or reassurance,” she says.

After waiting an hour in a digital queue, she finally connected with an astrologer. Her first question was simple: Are we meant to be together? The hopeful response brought a wave of relief. “It wasn’t about blindly believing every word,” she reflects. “It was about finding comfort when fear and uncertainty were loud.”

This sense of comfort—even if temporary—explains much of astrology’s enduring appeal. “Fear drives the hope we place in astrology,” Yadav notes. “When you don’t want to take another chance at failing, you look for something that tells you it’s going to be okay.”

From User To Astrologer

For Utsav Maurya, 23, the journey with astrology apps began like many of his peers: curiosity mixed with confusion about the future. But over time, he moved from being a seeker to becoming an astrologer himself on Astrotalk.

“Becoming an astrologer on a platform like this has helped me grow personally and professionally,” he says. Maurya has since counselled over 5,000 people, many from his own generation. “As a Gen Z myself, I understand the appeal. We crave privacy, emotional safety, and conversations without judgment. These platforms offer that.”

But Maurya also acknowledges risks. “Sometimes we get users as young as 15, coming with very serious questions. Astrology is powerful, but it shouldn’t be accessed without emotional maturity. It’s a tool for guidance—not dependency.”

The Social Media Effect

The visibility of astrology on Instagram reels and TikTok trends has only accelerated the shift. Dr. Jai Madaan, astrologer and founder of AstroKarma, notes that “Gen Z isn’t visiting physical astrologers like older generations. Instead, they prefer the privacy and convenience of an app.” On her platform, 60 to 65 per cent of active users are Gen Z, a sharp departure from the past.

For this cohort, astrology is less a fringe belief than a language for self-expression. Saying ‘Mercury is in retrograde’ can be shorthand for bad moods, misunderstandings, or even missed deadlines. It gives Gen Z a way to externalise stress without internalising blame.

The Drawbacks

But the booming popularity raises concerns. Generic predictions can sometimes trigger anxiety rather than ease it. “If they say something bad will occur, you end up thinking about it all day,” Deekonda admits. “Then you wonder if it was the stars or if you made it happen yourself.”

Others point to financial pitfalls. Many apps lure users with free horoscopes but lock deeper guidance behind paid chats, personalised reports, or extended consultations. Vulnerable users, desperate for answers, can end up spending thousands. “When you’re already in a fragile state, it’s hard to stop midway,” Yadav says.

Industry insiders also worry about the quality of practitioners. Jai Rao, Vice President of Mobile & Digital at NR Group’s Astropuja, warns that “the dependence on astrology software has led to a surge of inexperienced practitioners entering the field. With no checks or monitoring, the credibility of astrology as a sacred knowledge system can sometimes be compromised.”

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Call For Regulation

Astrology may be as old as civilisation, but astrology apps are a young—and lightly regulated—industry. They collect sensitive personal data, from birth dates and locations to intimate relationship questions.

“Given the nature of the data, strict privacy and security standards are essential,” Mishra argues. At AstroSure.ai, she says, safeguards include explicit consent, strict data minimisation, encryption, transparent AI, and compliance with frameworks like General Data Protection Regulation (GDPR) and Consumer Protection Act (CPA).

Experts like Madaan and Rao call for industry-wide rules: end-to-end encryption, third-party audits, transparent pricing, and bans on manipulative fear-based upselling. Without such guardrails, users risk both emotional harm and data exploitation.

Despite its critics, the astrology app industry continues to grow—reshaping spiritual practice into a digital-first experience. For Gen Z, the apps represent a blend of tradition and technology, comfort and convenience.

Mishra insists the mission isn’t disruption for disruption’s sake. “Our goal is to build a trusted, AI-first spiritual utility that Gen Z and generations to come can lean on every day,” she says.

Whether astrology apps are a genuine compass or a glittering distraction, one truth is clear: in an era of mounting uncertainty, Gen Z is reaching for guidance wherever it feels accessible. Sometimes, that means looking to the stars—through the glow of a smartphone screen.

Image courtesy: Gemini

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