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Megan Szostak, 26, a dedicated "bird kid" since childhood, found her lifelong passion for ornithology amplified by modern technology. Her journey began with her grandfather’s binoculars and a field guide in San Francisco, fostering an early appreciation for the avian world. In recent years, however, her birding toolkit has dramatically expanded to include a powerful digital ally: an app. "I had friends who probably wouldn’t describe themselves as birders, but more just curious about nature and the world around them, recommend it to me," Megan shared, referring to Merlin Bird ID. This application, renowned for its ability to identify nearly any bird by its appearance, song, or call, has become an indispensable part of her birding routine, a sentiment echoed by millions.
The burgeoning popularity of these bird identification apps appears to be driven by a confluence of factors: increased outdoor activity, possibly exacerbated by heatwaves pushing people to seek cooler environments, and a significant influx of younger individuals discovering the joys of birdwatching. Merlin Bird ID, developed by the esteemed Cornell University’s Lab of Ornithology, stands at the forefront of this phenomenon. Jessie Barry, director of Merlin Bird ID, reported a staggering 12 million downloads in 2026 alone, contributing to an impressive overall download count of 42 million. The app’s evolution since its US launch in 2014 is a testament to technological advancement. Initially capable of identifying a mere 285 common bird species from photographs using rudimentary machine learning, it has, over the past decade, expanded its repertoire to encompass an astonishing 11,000 species, a number approaching the total number of avian species globally. Barry attributes this remarkable progress to the sophisticated application of Artificial Intelligence and the invaluable contributions of a vast, global community of birdwatchers who submit audio recordings, thereby providing a rich dataset for training the AI.
While seasoned birdwatchers might offer a note of caution, acknowledging that these apps are not infallible and may occasionally misidentify a species, and some experts and conservation charities have advised against relying solely on them for official sighting records, the sheer volume of usage speaks to their impact. Cornell University reports that its Sound ID feature alone has facilitated 4.4 billion identifications. The broader trend is further corroborated by market intelligence firm Sensor Tower, which indicates a significant increase in the usage of other bird identification apps, such as Birda, which has experienced a 31% surge in downloads this year. These recent upticks in engagement are likely reflective of the growing appeal of birdwatching among younger demographics, with reports highlighting the increasing presence of Gen Z birders at nature reserves. Barry observes this demographic shift, noting, "We have minimal demographic information, but we can definitely see the shift to younger audiences." She adds, "The folks who are sharing their experiences with Merlin, talking how they’re just getting started birding for the first time, might be making references like ‘well now that I’m 30, I’m a bird watcher.’ It’s been really fun to see younger folks jump in."
For Megan, the dual functionality of Merlin Bird ID, offering both audio and visual identification methods, embodies the inclusive and accessible nature of modern birdwatching. "A lot of people out there bird using their ears or their eyes," Megan explains. "You don’t need to use all of your senses while you’re birding, which is really amazing." While acknowledging the "fair" criticism that the app sometimes errs, she emphasizes its role in demystifying a hobby that was once perceived as exclusive. Megan, a proud member of the Gen Z cohort embracing birding, actively shares her discoveries on social media platforms like TikTok and Instagram, showcasing her sightings and the process of identification. Her Instagram reel, for instance, highlights her engaging approach to documenting her avian encounters. "I honestly really enjoyed seeing those memories and creating these little videos, and I’m by no means a master videographer, but I do think my biggest strength with it is slowing down and noticing," Megan confides. "I think that creating the videos honestly encourages me to do that more."
The moniker "Shazam for birds" has been frequently applied to Merlin Bird ID, drawing a parallel to Apple’s music identification app that utilizes a phone’s microphone. However, this comparison, while apt, doesn’t fully capture the evolving landscape of bird identification technology. Some enthusiasts, like Sam Lewis, a 32-year-old software engineer based in Stockport, found inspiration to innovate beyond the existing offerings. After several years of utilizing Merlin, Lewis was motivated to develop his own bird identification app, Lifer. Lifer distinguishes itself by incorporating gamified elements, allowing users to collect virtual cards for each bird they identify. These cards are beautifully rendered with hand-drawn watercolor backgrounds by his partner, Emily. The app draws inspiration from popular monster-collecting games, with the virtual cards dynamically changing based on the quality of the image or sound recording used for identification, as well as the rarity of the bird itself. Lewis’s aspiration is to appeal to individuals who, like himself, experienced a sense of "collector’s pangs" akin to those felt when playing iconic games like Pokémon while using Merlin to log their bird sightings. He articulates this connection, stating, "They are real-life Pokémon, really, if you think about it." This fusion of technological sophistication, community engagement, and a touch of playful competition is redefining the birdwatching experience for a new generation of enthusiasts.
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