Closing The ‘bedtime Gap’ Could Be The Next Wave In Sleep Tech

Americans are highly inconsistent with what time they fall asleep each night, according to a new report from Hatch

Americans are generally consistently regimented about their wakeup times, but seem to be more irregular and less disciplined about when they go to bed, according to a new report.

Those findings come from the “State of Sleep” report from Hatch, the brand behind the Restore smart sleep clock. The report provides insights into bedtime habits, morning rituals and sleep behaviors of Americans, drawing upon data from millions of anonymized usage patterns on Hatch Restore devices across a 12-month period.

While the sleep economy is booming as more Americans prioritize rest, expanding at a 12.6% compound annual growth rate from 2019 to 2024, over one-third (37%) of U.S. adults still aren’t hitting the recommended seven hours of sleep per night, per Hatch.

“The data shows something we see every day: Americans are incredibly good at planning their mornings, but bedtime is still the first thing that gets sacrificed,” said Hatch co-founder and CEO Ann Crady Weiss.

Additionally, Hatch revealed data about average wake and bedtimes. Murfreesboro, Tennessee, has the earliest of birds, with a 5:58 a.m. average wake time — a half hour ahead of the rest of the country. The pattern also suggested that early mornings are a cultural staple in military-adjacent and healthcare-driven communities, from Colorado Springs to Phoenix, being among the earliest risers.

Meanwhile, New York is living up to its late-night reputation, Staten Island ranks the latest at 11:13 PM, followed by Brooklyn (11:01 PM) and New York, NY (11:00 PM).

To help support consistency, Hatch is releasing a set of features previously only available through its Hatch+ premium subscription, including:

• Cue: A customizable light and sound reminders designed to signal bedtime and help users build a predictable wind-down rhythm
• Goodnight, Phone: A built-in accountability feature that encourages users to set a phone-down goal, receive a heads-up before bedtime, and track screen-free wins over time
• For You Tab: A new in-app destination featuring weekly content recommendations, sleep insights, and guided tips based on user habits

“These insights reinforced something we’ve believed for a long time,” said Weiss. “Most people don’t need more information about sleep. They need support building simple, repeatable routines. We want to remove friction wherever we can.”

With the report’s insights, Hatch is hoping to address the nation’s growing “bedtime gap,” which the company theorizes could be less about willpower and more about building a consistent wind-down routine that allows you to wind down.

Tackling these gaps could be the next frontier in the booming sleep-wellness economy, with brands like Eight Sleep only growing. The sleep-tech company just closed a $50 million strategic round, valuing it at $1.5 billion.

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