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  • How are apps helping Americans to unwind?
  • How are apps helping Americans to unwind?
    Patrick Schneider (2018) ©
CASE STUDY

Calm: mindfulness for meditation novices

Having trouble sleeping? Worked up and worried about something? Need to calm down after a stressful situation? There’s an app for that. With varied offerings, and content voiced by Matthew McConaughey and Stephen Fry, Calm is helping its users to chill out and sleep better.

Location United States

Scope
Matthew McConaughey, once renowned Hollywood sex symbol, is sending people to sleep. McConaughey’s change in reputation is courtesy of Calm, a popular meditation app where the actor’s readings of bedtime stories are enjoyed by its growing user base, which topped 40 million downloads at the start of 2019. Created in 2012, the app is so popular that it reportedly boasts one new user every second. While stories read in a rhythmic and melodic drawl by the Texan actor are one reason for the app’s $1 billion valuation, the drivers behind Calm’s popularity reach far beyond novelty.

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