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, 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 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.

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.

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.

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.

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.

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.

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.

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.
• 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.

In the European Commission’s press release, 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%.

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.

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.

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 a $12.25 million civil penalty for Fitbit’s failure to immediately report the defect.

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 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 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.

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.

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.

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.

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.