Oura is part of a growing industry worth an estimated $70 billion devoted to helping us sleep better. It includes weighted blankets, health optimization sites like Huffington’s Thrive Global, and sleep tracking tech. Big tech companies have already shown interest in the market. Apple acquired sleep tracker Beddit in 2017 and a year later, Google’s... See more

We expect to see many new sleep-related products and sleep-related supplements that promise to help people sleep better and offer an alternative to medication. We also expect to see more consumerization of sleep medicine, with wearables and more accessible sleep labs helping people who suffer from sleep apnea and other diagnosable ailments.