A growing share of young Americans is folding sports gambling into their long-term financial plans, according to new research from the investment platform Betterment.
In an online survey of 1,000 U.S. retail investors conducted in late March and early April and released this week, 52% of Gen Z investors said they had shifted money originally set aside for stocks or other investments into sports wagers over the past year. Only about one-third of Gen Z participants reported no involvement in sports betting at all, compared with 63% across all age groups in the survey.
26% of Gen Z respondents - those born between 1997 and 2007 - said they view sports betting as a deliberate, ongoing part of their wealth strategy. That figure drops sharply with age: 14% of millennials, 6% of Gen X, and just 1% of baby boomers reported the same outlook.
Of those Gen Z respondents, roughly 11% described betting as an investment strategy aimed at high returns, while 15% treated it as a short-term way to raise cash.
The betting numbers sit inside a broader shift in where young investors get their information. Social media is now Gen Z's most commonly cited source for financial news, rising from 45% in 2024 to 60% this year - nearly three times the 21% who cite a financial advisor.
The findings highlight how the rapid growth of legal sports gambling and prediction markets is competing for the same discretionary dollars that once flowed into retirement accounts and brokerage portfolios. The state-regulated sports betting industry in the United States has expanded into a nearly $17 billion business in recent years. Prediction markets have also surged; Robinhood Markets, long known for democratizing stock trading, added them to its app in 2025 and has called the segment its fastest-growing business line ever.
Betterment Chief Executive Officer Sarah Levy warned that the trend carries risks. "When a prediction market or sportsbook starts to feel like a retirement strategy, we have a problem," she said in a statement. "These products are designed to keep people seeking the next quick score, not to help them build toward the next decade. Younger investors deserve access to the tools and information that meet them where they are, but the industry also has a responsibility to be clear about the difference between participating in a trend and building lasting wealth."
Robert Kosciuk, a 32-year-old from Huntington, New York, illustrates the shift - maintaining a Robinhood account for stocks but devoting more energy this year to betting, Bloomberg reports. He says he approaches sports wagers with the same discipline he applies to investing: researching outcomes carefully, avoiding emotional decisions, and limiting most bets to $100. He acknowledges the activity is gambling but believes he manages it more thoughtfully than casual players. So far this year he has earned roughly $2,500, enough to cover a vacation he attributes in part to successful bets on the Carolina Hurricanes.
Industry representatives push back on the idea that betting should be treated as investing. Joe Maloney, president of the Sports Betting Alliance - whose members include FanDuel, DraftKings, Fanatics Betting & Gaming, bet365, and betMGM - told Bloomberg that sports wagering is entertainment, not a wealth-building strategy. Adults who choose to bet, he added, should do so responsibly within a fixed entertainment budget and never with money needed for savings or essentials.
Broader economic pressures may be amplifying the appeal of high-risk options. Eighty percent of Gen Z respondents who already use or are considering speculative investments said concerns about falling behind financially played a role, according to a Northwestern Mutual study of 4,357 adults conducted by the Harris Poll in January. As homeownership grows more difficult and everyday costs rise, some younger adults are turning to sports betting, prediction markets, and crypto in hopes of accelerating progress toward their goals.
The Betterment survey also examined how investors make decisions. 56% percent said they rely primarily on their own research and judgment - more than any other single source. That self-reliance increased with age, rising from 40% among Gen Z respondents to 69% among baby boomers. About one in three participants reported trusting artificial intelligence for financial advice. Of those, 53% said AI had prompted a decision they would not otherwise have made, including 48% of all Gen Z respondents. Gen Z investors were eight times more likely than baby boomers to say they were comfortable using AI for long-term financial planning - 41% against 5%.
The survey polled 1,000 U.S. retail investors between March 27 and April 3, split evenly across four generations, meaning each generational figure rests on roughly 250 respondents. Participants were recruited through an incentivized online panel and were required to hold at least one investment outside a 401(k).