Midjourney has acquired Co-Star, a popular astrology app that blends personalized horoscopes with social features and AI-generated content. The move marks the image generation startup's push into consumer applications beyond its core creative tools.
Co-Star launched in 2018 as a mobile app offering daily horoscopes, birth chart analysis, and astrological compatibility matching. The app gained traction among younger users seeking personalized insights mixed with humor and community features. Midjourney's acquisition signals the company's strategy to diversify revenue streams and expand its AI capabilities into new verticals.
The deal positions Midjourney to integrate its generative AI technology into Co-Star's existing user base. The astrology app could benefit from enhanced image generation for personalized visual content, while Midjourney gains access to millions of engaged mobile users. This represents a departure from Midjourney's traditional B2B and creator-focused model.
Midjourney has grown rapidly since launching its Discord-based image generator in 2022. The company has maintained profitability without external funding while competing against OpenAI's DALL-E and Stability AI. Recent expansions included video generation capabilities, positioning the startup as a full-stack creative platform.
Acquiring Co-Star demonstrates Midjourney's ambition to move beyond being a tool that creators use. Instead, the company appears interested in owning consumer-facing products that directly engage end users. This mirrors strategies employed by larger AI companies seeking to build direct relationships with audiences rather than relying solely on API or subscription access through other platforms.
The astrology market itself remains fragmented but profitable. Apps like The Pattern and Co-Star have demonstrated that users spend meaningful time and money on personalized astrological content. Midjourney's resources could accelerate Co-Star's development and expand its feature set.
The acquisition also reflects