Esperanza Gracia had an early morning horoscope for 30 years. His reign ends because the predictions are already in other places
Esperanza Gracia has announced the closure of its nighttime space in Telecinco alleging lack of hearing. The underlying reason for this cancellation is not precisely the decline of astrology, a phenomenon that is enjoying its best health in decades, but the collapse of the model that supported it: linear television in the early hours of the morning. Goodbye, Hope. Last Sunday, Esperanza Gracia sat down on the set of ‘Fiesta’ to announce that her very long journey presenting ‘El Horóscopo de Esperanza Gracia’ in the early hours of the channel was ending. Thirty years that were ending for a reason that the presenter made very clear in the interview: “At 2:30 in the morning, the older people who saw me are no longer there, neither is the next generation because they see other things, and the millennials and the Z see me from another side. So I have no audience whatsoever.” Reference astrologer. Funny He spent about seven years on TVE before joining Telecinco alongside María Teresa Campos: first in ‘Día a día’ and then in ‘De Sunday to Sunday’, with Belinda Washington. His own program started in 1999 and has been on the air for 27 years (which adds up to 30 in total with the network), becoming one of the longest-running programs on Spanish television. His question “Is there something that worries you, torments you or disturbs you?” became a pop catchphrase, one that she herself admitted “everyone started copying.” Astrology is not dying, it is moving to mobile. Just because Gracia leaves television does not mean that her audience has stopped consuming astrology. He simply does it somewhere else. On TikTok, the hashtag #astrology accumulates 4.5 million videoswith Generation Z as the main driving force. Gracia herself had already colonized that terrain: several of her videos on TikTok have more than a million views and on YouTube he has 78,000 subscribers with an average of 30,000 views per video. The same television format, the weekly ranking of signs, works vertically and in thirty seconds. There is business. The astrology app market reflects this migration with figures that are striking for an often ignored, but very profitable sector. Co-Star, the American app that combines NASA data with personalized astrological readings, went from 7.5 million users in 2020 to 30 million in 2023 The global market for this type of applications was valued around 3 billion dollars in 2024 and projects to reach 9,000 million in 2030, with an estimated annual growth of 20%. What does Gen Z like? The boom does not respond to a return to superstition. Generation Z consumes astrology with a different frame than previous generations: not as a prediction of the future but as a tool for introspection. A survey from February 2024 Among more than two thousand American adults, it was detected that 70% believe in astrology and that 85% have positive or neutral feelings towards it. 61% consider it a source of comfort in times of uncertainty. On the same date, another study reported that 63% of users belonging to Generation Z stated that astrology has had a positive impact on their professional decisions. As they explained, astrological content “does not need to be searched, it appears in the feed.” Like a fixed program on TV at 2:30 in the morning. Heirs of late-night television. For decades, the dawn of Spanish television was the Comanche territory of cathodic low cost: teleshopping, old movies, calling contests, tarots and moorings, contacts, jazz-pop groups. They accompanied insomniacs and night shift workers. This function has ended up being absorbed by Netflix, YouTube and TikTok itself, available without a grill and without time restrictions. Times change, Geminis with an ascendant in Capricorn continue. In Xataka | Horoscopes and other lies: why reading the horoscope (sometimes) makes us feel better
