Destined for clicks: YouTube is driving an astrology boom in Pakistan

Zanjani’s YouTube channel launched in 2016. Since then, a vibrant network of soothsayers, psychics, numerologists, and palm readers has developed on the platform, with several commanding millions of views and hundreds of thousands of subscribers. These include Samiah Khan, the field’s Lahore-based grand doyenne; Sadia Arshad, who doubles as a hypnotherapist; and Humayun Mehboob, based in Karachi, whose videos often forewarn viewers of coming conflict. In the Muslim-majority nation, the rise of the YouTube astrologers has caused consternation among Islamic scholars and clerics who call the practice heterodox or even a form of shirk, or idolatry, in which predictions about the future are seen as claims to God’s omniscience. Astrologers, meanwhile, have used their growing visibility to reframe the narrative. Zanjani argues that astrology is not a break from Islamic tradition but an essential part of it. Far from claiming omniscience, he contends, astrologers are following God’s will by helping people who are struggling.

Amid a widespread sense of economic, political, and environmental precariousness, many of the Pakistanis turning to digital astrologers seem to be seeking a sense of assurance. Since just 2022, a prime minister has been controversially removed from office and subsequently imprisoned, catastrophic floods have ravaged vast areas, and the value of the rupee has steadily fallen. The astrologers’ audiences are looking for clarity, not about the distant past or the afterlife but about the uncertain present and what might be immediately forthcoming.

But their growing popularity raises the question of whether they’re offering something uniquely suited to helping Pakistanis with their anxieties or creating content with broader appeal but perhaps less depth. As the astrologers work to make their practice more palatable to Muslim viewers, they’re also moving closer toward the realm of the spiritual guides who have long been popular in the country — many of whom have drawn criticism for hucksterism.