Astrology is a meme, and it’s spreading in that blooming way that memes do. On social media, astrologers and astrology-meme machines amass tens or hundreds of thousands of followers. People joke about Mercury retrograde, and categorize “the signs as ...” literally anything: cat breeds, Oscar Wilde quotes, and Stranger Things characters. In online publications daily, weekly, and monthly horoscopes and zodiac-themed listicles flourish.

This isn’t the first moment astrology has had and it won’t be the last. The practice has been around in various forms for thousands of years. In the decades between the New Age boom and now, while astrology certainly didn’t go away—you could still regularly find horoscopes in the back pages of magazines. Chani Nicholas, an astrologer based in Los Angeles said:

(For a time) it went back to being a little bit more in the background. Then something happened in the last five years that’s given it an edginess, a relevance for this time and place, that it hasn’t had for a good 35 years. Millennials have taken it and run with it.

The stigma has receded as the practice has grabbed a foothold in online culture, especially for young people. One researcher said, “Over the past two years, we’ve really seen a reframing of New Age practices, very much geared toward a Millennial and young Gen X quotient.”

Callie Beusman, a senior editor at Broadly, says traffic for the site’s horoscopes “has grown really exponentially.” SimilarWeb reported in December 2024 that the top 10 astrology sites received a total of 38 million visits in one month.

Editor’s Note: You can check the most up-to-date astrology stats on SimilarWeb here