---
title: "Fitbit Statistics 2026: Revenue, Users and Heart Study Data"
date: 2025-12-30
author: "Supriya Gharat"
featured_image: "https://xtendedview.com/wp-content/uploads/2026/10/fitbit-statistics-revenue-users-heart-study-data.jpg"
categories:
  - name: "Technology"
    url: "/category/technology.md"
tags:
  - name: "Statistics"
    url: "/tag/statistics.md"
---

# Fitbit Statistics 2026: Revenue, Users and Heart Study Data

Fitbit sold **16 million** devices in 2019, up from **14 million** in 2018, according to the company’s fiscal 2019 [annual report on Form 10-K](https://www.sec.gov/Archives/edgar/data/1447599/000144759920000016/fit-20191231.htm), a core source for these Fitbit statistics. It closed that year with **29.566 million** active users and revenue of **$1,434.788 million**. Revenue had reached **$2,169.461 million** in 2016, so the user base grew while sales shrank.

Google completed its acquisition of Fitbit in a post published on January 14, 2021, describing a community of more than **29 million** active users. Google has updated the Fitbit app to become the Google Health app, and the Google Fitbit Edge, which retails for **$179.99**, is now available for pre-order. The figures below run from Fitbit’s SEC filings to the Fitbit Heart Study, a JMIR accuracy review, the CPSC’s Ionic recall, the European Commission’s merger review and Google’s 2026 devices, each with its period.

## Key Takeaways

- Fitbit revenue fell **33.9%** from **$2,169.461 million** in 2016 to **$1,434.788 million** in 2019, according to its 10-K filings.
- Active users rose **27.2%** over the same years, from **23.238 million** in 2016 to **29.566 million** in 2019, per Fitbit’s filings.
- Average selling price declined **17%** to **$87** per device in 2019 from **$105** per device in 2018.
- Smartwatches made up **50%** of Fitbit revenue in 2019, up from **44%** in 2018, according to Fitbit’s 10-K.
- The Fitbit Heart Study in Circulation found a positive predictive value of **98.2%** for irregular heart rhythm detections during ECG patch monitoring, measured against concurrent atrial fibrillation (AF) on the patch.
- Fitbit agreed to pay a **$12.25 million** civil penalty over its Ionic smartwatches, according to the U.S. Consumer Product Safety Commission (CPSC).
- Google lists the Fitbit Air at **$99.99** and the Pixel Watch 5 Stephen Curry Special Edition at **$579**.

## Editor’s Choice

- Fitbit fully diluted equity value in Google’s November 2019 deal: approximately **$2.1 billion**.
- Fitbit Heart Study enrollment, May to October 2020: **455,699** participants.
- Fitbit validation studies in the JMIR mHealth and uHealth review: **52** studies.
- Ionic smartwatches covered by the US recall: about **1 million**.
- Registered Fitbit device users at the end of 2016: **50.155 million**.
- Fitbit Edge retail price: **$179.99**.

## Fitbit Statistics for 2019: Revenue, Devices and Users

- Fitbit revenue decreased **$77.2 million**, or **5%**, from **$1.5 billion** for 2018 to **$1.4 billion** for 2019, as average selling price declined **17%**.
- The 10-K names three causes: weaker than expected consumer receptivity to Fitbit Versa Lite, a decline in tracker revenue, and more discounts, rebates and promotions.
- Trackers fell to **49%** of revenue in 2019 from **53%** in 2018, while [smartwatch sales](/smartwatches-statistics/) rose to **50%**.
- New products, including Fitbit Inspire, Inspire HR, Versa Lite, Ace 2, Versa 2 and Aria Air, brought in **$784.2 million**, or **55%** of 2019 revenue.
- Sales through Fitbit.com fell **7%** to **$143.2 million** and stayed at **10%** of total revenue.
- Gross margin decreased to **30%** for 2019 from **40%** for 2018, and tariffs on products made in China added **$21.3 million** to cost of revenue.

| Metric | 2019 | 2018 |
|---|---|---|
| Revenue ($ millions) | 1,434.788 | 1,511.983 |
| Devices sold (millions) | 15.988 | 13.939 |
| Active users (millions) | 29.566 | 27.627 |
| Average selling price ($) | 87 | 105 |
| Gross margin (%) | 30 | 40 |
| Smartwatch share of revenue (%) | 50 | 44 |

*Source: Fitbit, Form 10-K for fiscal year 2019 (February 2020)*

### About This Data

Compiled from 16 sources dated March 2017 to October 2026: 2 Fitbit annual reports filed with the SEC, 7 Google blog posts, 2 Google Health help pages, 3 releases from the CPSC and the European Commission, and 2 peer-reviewed studies. Only company filings, regulators, company product pages and published research qualified. Sales figures end with fiscal 2019, the latest year covered by the two Fitbit 10-K filings. The figures are reviewed on a rolling basis and updated when sources publish new editions.

## Fitbit Revenue by Year

- Fitbit revenue rose from **$76.373 million** in 2012 to **$2,169.461 million** in 2016.
- That made 2016 revenue **28.4 times** the 2012 total.
- Over the next three years revenue fell **33.9%**, with weaker than expected demand for Versa Lite and more promotions among the 2019 causes.

 REVENUE · Source: Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)     REVENUE  Fitbit · 2016 Fitbit Annual Revenue, 2012 to 2019 ($ millions)          2,400 1,800 1,200 600 0   $76.37M 2012  $271.09M 2013  $745.43M 2014  $1,858.00M 2015  $2,169.46M 2016  $1,615.52M 2017  $1,511.98M 2018  $1,434.79M 2019     SOURCE Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)    View the data| Year | Revenue ($ millions) |
|---|---|
| 2012 | 76.373 |
| 2013 | 271.087 |
| 2014 | 745.433 |
| 2015 | 1,857.998 |
| 2016 | 2,169.461 |
| 2017 | 1,615.519 |
| 2018 | 1,511.983 |
| 2019 | 1,434.788 |





## Recent Developments

- **August 12, 2026:** Pixel Watch 5 opened for pre-order starting at **$399** for the 41mm model and **$429** for the 45mm model, with shelf availability on August 20.
- **August 12, 2026:** Google said Pixel Watch 5 is designed for Gemini Intelligence, advanced fitness features with Google Health, and new Health Guardian features.
- **October 12, 2026:** Google opened pre-orders for the Fitbit Edge tracker at **$179.99**, with shelf availability on October 27.
- **October 12, 2026:** Google said it had delivered more than **55** new features and fixes since introducing the Google Health app and Google Health Coach.
- **October 12, 2026:** Google said Health Guardian features, including blood pressure trends and insulin resistance trends, were rolling out to Fitbit Air and Fitbit Edge for users with a Google Health Premium subscription later in the month.

## Fitbit Devices Sold by Year

- Fitbit unit sales reached **22.295 million** in 2016.
- Total devices sold increased **15%** to **16 million** in 2019 as consumers responded to lower selling prices.
- Fitbit sold **28.3%** fewer devices in 2019 than in 2016.
- Fitbit’s 2019 10-K said its devices synced with computers and over **200** mobile devices, including iOS, Android and Windows Phone products.

 DEVICES SOLD · Source: Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)     DEVICES SOLD  Fitbit · 2016 Fitbit Devices Sold per Year, 2012 to 2019 (millions)          24 18 12 6 0   1.28 2012  4.48 2013  10.90 2014  21.36 2015  22.30 2016  15.34 2017  13.94 2018  15.99 2019     SOURCE Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)    View the data| Year | Devices sold (millions) |
|---|---|
| 2012 | 1.279 |
| 2013 | 4.476 |
| 2014 | 10.904 |
| 2015 | 21.355 |
| 2016 | 22.295 |
| 2017 | 15.343 |
| 2018 | 13.939 |
| 2019 | 15.988 |





## Fitbit Active Users by Year

- Fitbit had **558,000** active users in 2012 and **23.238 million** in 2016.
- The count reached **25.367 million** in 2017, **27.627 million** in 2018 and **29.566 million** in 2019.
- Registered device users stood at **50.155 million** in 2016, up from **29.033 million** in 2015.
- Active users rose **27.2%** between 2016 and 2019, while revenue fell **33.9%**.
- When the deal closed, Google described a Fitbit community of more than **29 million** active users.

 ACTIVE USERS · Source: Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)     ACTIVE USERS  Fitbit · 2016 Fitbit Active Users per Year, 2012 to 2019 (millions)           30 24 18 12 6 0              2012 2013 2014 2015 2016 2017 2018 2019     SOURCE Fitbit, Form 10-K filings for fiscal 2016 (March 2017) and fiscal 2019 (February 2020)    View the data| Year | Active users (millions) |
|---|---|
| 2012 | 0.558 |
| 2013 | 2.57 |
| 2014 | 6.7 |
| 2015 | 16.903 |
| 2016 | 23.238 |
| 2017 | 25.367 |
| 2018 | 27.627 |
| 2019 | 29.566 |







> **Key finding:** Fitbit’s fiscal 2019 10-K lists **29.566 million** active users against **15.988 million** devices sold that year. Active users rose every year from 2016 to 2019 while revenue fell each year, so by the time Google agreed to buy the company, Fitbit’s user base was larger than at its 2016 sales peak.

## Fitbit Revenue by Region

- US revenue fell from **$944.052 million** in 2017 to **$799.016 million** in 2019.
- The United States represented **56%** of revenue in 2019, against **58%** in both 2018 and 2017.
- Revenue in the United Kingdom was **$159.9 million** in 2019, or **11%** of revenue.
- Europe, the Middle East and Africa (EMEA) brought in **$410.485 million** in 2019, up from **$384.196 million** in 2018.
- Asia Pacific revenue was **$130.326 million** in 2019, down from **$145.971 million** in 2018.

 2017, 2018 and 2019 · Source: Fitbit, Form 10-K for fiscal year 2019, revenue by ship-to destination (February 2020)       Fitbit · 2019 Fitbit Revenue by Region, 2017 to 2019 ($ millions) 2017, 2018 and 2019    2017  2018  2019          1K 800 600 400 200 0   944.05  880.53  799.02  116.33  101.28  94.96  440.14  384.20  410.49  115.00  145.97  130.33   United States Americas excluding United States Europe, Middle East and Africa Asia Pacific  2017 · 944.052 2018 · 880.534 2019 · 799.016 2017 · 116.33 2018 · 101.282 2019 · 94.961 2017 · 440.135 2018 · 384.196 2019 · 410.485 2017 · 115.002 2018 · 145.971 2019 · 130.326    SOURCE Fitbit, Form 10-K for fiscal year 2019, revenue by ship-to destination (February 2020)    View the data| Region | 2017 | 2018 | 2019 |
|---|---|---|---|
| United States | 944.052 | 880.534 | 799.016 |
| Americas excluding United States | 116.33 | 101.282 | 94.961 |
| Europe, Middle East and Africa | 440.135 | 384.196 | 410.485 |
| Asia Pacific | 115.002 | 145.971 | 130.326 |







## Fitbit Spending and Losses

- Research and development spending rose from **$150.035 million** in 2015 to **$343.012 million** in 2017, then eased to **$300.354 million** in 2019.
- Sales and marketing spending reached **$491.255 million** in 2016 and fell to **$329.8 million** in 2019.
- General and administrative costs were **$118.231 million** in 2019.
- Fitbit posted net income of **$175.677 million** in 2015 and a net loss of **$320.711 million** in 2019.
- Net losses from 2016 to 2019 add up to **$886.509 million**.

 Research and development, Sales and marketing and General and administrative · Source: Fitbit, Form 10-K for fiscal year 2019 (February 2020)      Fitbit · 2019 Fitbit Operating Expenses, 2015 to 2019 ($ millions) Research and development, Sales and marketing and General and administrative    Research and development  Sales and marketing  General and administrative          500 400 300 200 100 0        300.354       329.8       118.231   2015 2016 2017 2018 2019     SOURCE Fitbit, Form 10-K for fiscal year 2019 (February 2020)    View the data| Year | Research and development | Sales and marketing | General and administrative |
|---|---|---|---|
| 2015 | 150.035 | 332.741 | 77.793 |
| 2016 | 320.191 | 491.255 | 146.903 |
| 2017 | 343.012 | 415.042 | 133.934 |
| 2018 | 332.169 | 344.091 | 116.627 |
| 2019 | 300.354 | 329.8 | 118.231 |







Gross profit fell from **$901.063 million** in 2015 to **$427.672 million** in 2019, and the table below sets it beside operating and net results for the same five years.

| Year | Gross profit | Operating income (loss) | Net income (loss) |
|---|---|---|---|
| 2015 | 901.063 | 348.198 | 175.677 |
| 2016 | 845.884 | -112.465 | -102.777 |
| 2017 | 690.901 | -201.087 | -277.192 |
| 2018 | 603.579 | -189.308 | -185.829 |
| 2019 | 427.672 | -320.713 | -320.711 |

*Source: Fitbit, Form 10-K for fiscal year 2019 (February 2020)*

## Google’s Fitbit Acquisition

- Fitbit agreed on November 1, 2019 to be acquired by Google for **$7.35** per share in cash, a fully diluted equity value of approximately **$2.1 billion**.
- Fitbit stockholders approved the merger on January 3, 2020.
- Google’s announcement said Fitbit health and wellness data would not be used for [Google ads](/google-ads-statistics/).
- The transaction was notified to the European Commission on June 15, 2020, and the Commission approved it under the EU Merger Regulation, conditional on a commitments package from Google.
- The commitments last ten years, and the Commission may extend the Ads Commitment by up to an additional ten years.
- Google confirmed it had completed the acquisition in a post published on January 14, 2021.

 6 EVENTS · Source: Fitbit 10-K (2020), European Commission (2020), Google (2021), CPSC (2022, 2025), Google Health Help (2026)     6 EVENTS  Fitbit · 2020 Fitbit and Google: Key Dates, 2019 to 2026    2019 Fitbit agrees to a Google takeover at $7.35 per share   2020 Deal notified to the European Commission in June   2021 Google completes the acquisition in January   2022 Ionic recall covers about 1 million US smartwatches   2025 Fitbit agrees to a $12.25 million CPSC civil penalty   2026 Fitbit accounts lose access to Fitbit after May 19  SOURCE Fitbit 10-K (2020), European Commission (2020), Google (2021), CPSC (2022, 2025), Google Health Help (2026)      View the data| Year | Event |
|---|---|
| 2019 | Fitbit agrees to a Google takeover at $7.35 per share |
| 2020 | Deal notified to the European Commission in June |
| 2021 | Google completes the acquisition in January |
| 2022 | Ionic recall covers about 1 million US smartwatches |
| 2025 | Fitbit agrees to a $12.25 million CPSC civil penalty |
| 2026 | Fitbit accounts lose access to Fitbit after May 19 |





In the [European Commission’s press release](https://ec.europa.eu/commission/presscorner/detail/en/ip_20_2484), Executive Vice-President Margrethe Vestager said the commitments determine how Google can use the data collected for ad purposes and how interoperability between competing wearables and Android will be safeguarded.

## Fitbit Heart Study Results

- **455,699** participants enrolled in the Fitbit Heart Study between May 6 and October 1, 2020, with a median age of **47** years.
- Irregular heart rhythm detections occurred for **4,728** (**1%**) participants, and for **2,070** (**4%**) participants aged **65** or older.
- AF was present in **32.2%** of notified participants with an analyzable ECG patch monitor, or **340** people.
- Of **225** participants with another detection during patch monitoring, **221** had concurrent AF, a positive predictive value of **98.2%**.
- For participants aged **65** or older, the positive predictive value was **97.0%**.

 PARTICIPANTS · Source: Lubitz et al., The Fitbit Heart Study, Circulation (November 2022)     PARTICIPANTS  Lubitz · 2022 Fitbit Heart Study, 2020 (participants)    Enrolled in the study 455,699  Received an irregular rhythm detection 4,728 1.0% of previous  Notified and wore an analyzable ECG patch 1,057 22% of previous  AF present on the ECG patch 340 32% of previous    SOURCE Lubitz et al., The Fitbit Heart Study, Circulation (November 2022)    View the data| Stage | Participants |
|---|---|
| Enrolled in the study | 455,699 |
| Received an irregular rhythm detection | 4,728 |
| Notified and wore an analyzable ECG patch | 1,057 |
| AF present on the ECG patch | 340 |





> **By the numbers:** Of the **225** participants whose device flagged another irregular rhythm while they wore an ECG patch, **221** had AF on the ECG and **4** did not. Alerts were rare in the study. That near-perfect match covers detections while a participant wore the ECG patch; the share of notified participants with an analyzable patch who had AF was much lower, as the funnel above shows.

### How reliable is the Fitbit irregular rhythm alert?

The Fitbit Heart Study, a prospective remote clinical trial reported in Circulation, found a **98.2%** positive predictive value for irregular rhythm detections during ECG patch monitoring. That makes an alert a reasonable prompt to book a medical check. The study confirmed AF with an ECG patch, so the watch flags a possible problem and a clinician makes the diagnosis.

## How accurate is Fitbit?

- A systematic review in JMIR mHealth and uHealth included **52** validation studies of combined-sensing Fitbits.
- **41** of those studies (**79%**) entered the meta-analysis, covering **203** comparisons with a criterion measure.
- Heart rate made up **57.6%** of the comparisons.
- Pooled results showed Fitbits underestimating heart rate by **2.99** beats per minute, energy expenditure by **2.77** kcal per minute and steps by **3.11** steps per minute.
- Those pooled estimates were obtained after removing the high risk of bias studies.

 SHARE OF COMPARISONS · Source: Chevance et al., JMIR mHealth and uHealth (April 2022)      SHARE OF COMPARISONS  Chevance · 2022 Fitbit Validation Comparisons by Metric (%)      57.6% HEART RATE    Heart rate 57.6%    Energy expenditure 24.1%    Steps 18.2%      SOURCE Chevance et al., JMIR mHealth and uHealth (April 2022)    View the data| Metric | Share of comparisons (%) |
|---|---|
| Heart rate | 57.6 |
| Energy expenditure | 24.1 |
| Steps | 18.2 |





The review’s population limits of agreement for heart rate run from **-23.99** to **18.01** beats per minute, and the table below gives the same spread for each metric.

| Metric | Average bias | Limits of agreement |
|---|---|---|
| Heart rate | -2.99 beats per minute | -23.99 to 18.01 |
| Energy expenditure | -2.77 kcal per minute | -12.75 to 7.41 |
| Steps | -3.11 steps per minute | -13.07 to 6.86 |

*Source: Chevance et al., JMIR mHealth and uHealth (April 2022), pooled estimates after removing the high risk of bias studies*

### How accurate are Fitbit statistics?

Most authors of the included studies concluded that recent Fitbit models underestimate heart rate, energy expenditure and steps compared with criterion measures. The average gaps are small, but the wide limits of agreement mean a single workout reading can be well off, so trends across weeks are the steadier way to read Fitbit data.

## Fitbit Ionic Recall and Penalty

- Fitbit’s Ionic recall on March 2, 2022 covered about **1 million** Ionic smartwatches sold in the US, plus about **693,000** sold internationally.
- Fitbit received at least **115** US reports of the battery overheating.
- US reports included **78** burn injuries, among them two third-degree and four second-degree burns.
- The watches sold from September 2017 through December 2021 for between **$200** and **$330**, and the recall refund was **$299**.
- On January 23, 2025, the [CPSC announced](https://www.cpsc.gov/Newsroom/News-Releases/2025/Fitbit-Agrees-to-Pay-12-25-Million-Civil-Penalty-for-Failure-to-Immediately-Report-Serious-Burn-Hazard-with-Ionic-Smartwatches) a **$12.25 million** civil penalty for Fitbit’s failure to immediately report the defect.

| Measure | United States | International |
|---|---|---|
| Units sold | About 1 million | About 693,000 |
| Battery overheating reports | At least 115 | 59 |
| Burn injury reports | 78 | 40 |

*Source: CPSC, Fitbit Ionic recall notice (March 2022)*

> **Why it matters:** The CPSC said Fitbit kept receiving reports of burns after an early 2020 firmware update meant to reduce battery overheating, and under the settlement Fitbit also agreed to submit an annual report regarding its compliance program. The penalty was settled under Google ownership, years after the first reports, which puts product-safety reporting on the list of Fitbit obligations Google inherited.

## Fitbit and Google Wearable Prices

- Fitbit Air works with [Android and iOS](/iphone-vs-android-statistics/) phones and went on pre-order at **$99.99** with a three month trial of Google Health Premium.
- Google calls Fitbit Air its smallest tracker yet, with up to a week of battery life and a full day of power from five minutes of fast charging.
- Fitbit Edge retails for **$179.99** and will be on shelves on October 27.
- Google says the Edge screen delivers **46%** more viewing area than previous trackers, in a body measuring **11.5mm** thin, with a case **45%** lighter than the [Apple Watch](/fitbit-vs-apple-watch-statistics/) Series 12.
- Fitbit Edge tracks more than **50** exercise modes, recognizes up to **100** workouts automatically, and its GPS delivers up to **40%** improved tracking accuracy over previous generations.
- Pixel Watch 5 starts at **$399** for the 41mm model, with a **$579** Stephen Curry Special Edition.

 PRICE · Source: Google, Fitbit Air (May 2026), Pixel Watch 5 (August 2026) and Fitbit Edge (October 2026) announcements     PRICE  Google · 2026 Google Wearable US Prices at Launch ($)         Pixel Watch 5 Stephen Curry Special Edition  $579 Pixel Watch 5 45mm (starting price)  $429 Pixel Watch 5 41mm (starting price)  $399 Fitbit Edge Stephen Curry Special Edition  $219.99 Fitbit Edge  $179.99 Fitbit Air Special Edition  $129.99 Fitbit Air  $99.99  0 120 240 360 480 600    SOURCE Google, Fitbit Air (May 2026), Pixel Watch 5 (August 2026) and Fitbit Edge (October 2026) announcements    View the data| Device | Price ($) |
|---|---|
| Pixel Watch 5 Stephen Curry Special Edition | 579 |
| Pixel Watch 5 45mm (starting price) | 429 |
| Pixel Watch 5 41mm (starting price) | 399 |
| Fitbit Edge Stephen Curry Special Edition | 219.99 |
| Fitbit Edge | 179.99 |
| Fitbit Air Special Edition | 129.99 |
| Fitbit Air | 99.99 |





Among these 2026 launches, the Fitbit Air costs about a quarter of the Pixel Watch 5’s starting price. Every device in the table syncs to the Google Health app, whose Gemini-built coach places Fitbit among the growing group of [AI-powered wearables](/ai-powered-wearables-statistics/).

## Are Fitbit accounts going away in 2026?

Yes. After May 19, 2026, a Fitbit account can no longer be used to access Fitbit, and Google set July 15, 2026 as the date it would begin processing data deletions. A Google Account is now required to sign up for the Google Health app and to activate newly released Fitbit and [Pixel devices](/google-pixel-smartphones-statistics/).

Anyone whose Fitbit app is still connected to a Fitbit account needs to move that account to Google to use the Google Health app, according to [Google Health Help](https://support.google.com/googlehealth/answer/14237024?hl=en).

## Are Fitbits being discontinued?

No. Google opened pre-orders for the Fitbit Air at **$99.99** and for the Fitbit Edge at **$179.99**, as listed in the price section above. What changed is the software: Google has updated the Fitbit app to become the Google Health app, and Google plans to invite Google Fit users to migrate their data into the Google Health app.

## Conclusion

Fitbit’s fiscal 2019 10-K counted **29.566 million** active users and **15.988 million** devices sold, on revenue of **$1,434.788 million**. Those Fitbit statistics describe a brand whose user base kept growing while its hardware sales and profits shrank, and that is the business Google bought.

Since the deal, Fitbit’s public numbers have been prices, sensors, study results and app changes. Until Google reports wearables on their own, the Heart Study and the accuracy research are the independent measures to watch.