Gambling Livestreams May Be Harming Young Adults: Study

Young adults report trying to use the livestreams to reduce the urge to gamble, only to see an increase in gambling participation.

Livestreams of individuals gambling have become increasingly popular on platforms like Twitch and Facebook, where creators record themselves placing bets or demonstrating different gambling techniques. However, a new study warns that these gambling livestreams may heighten the urges for young adult viewers dealing with addictions.

U.K. researchers published a study in Addiction Research & Theory late last month, calling for stronger regulations of online gambling content, especially material accessible to minors and young adults, warning that the rise of gambling livestreams reflects the broader “gamblification” of modern gaming and entertainment.

The findings come as part of a much broader legalization of gambling across the U.S., much of which is linked to the 2018 U.S. Supreme Court Murphy v. NCAA decision, which legalized sports betting. That ruling was accompanied by states allowing new casinos, and other betting venues, with sportsbooks now operating legally in 39 states and Washington, D.C.

Data shows that annual wagers have surged from roughly $5 billion to $148 billion in 2023, reflecting the explosive growth of online sportsbooks and casino platforms now accessible in most U.S. states.

The new study points out that the internet has not been spared, with the rise of sports betting sites like DraftKings and FanDuel, and individual content creators conducting livestream gambling events that can include actual wagering or instructions on how to gamble.

Public health officials have repeatedly warned that the industry’s rapid, unchecked growth is fueling a surge in gambling-related harms, particularly among college students and young adults. Recent studies show that 1 in 10 young men now report signs of gambling addiction, and individuals with gambling disorders face a suicide risk up to 15 times higher than the general population.

A growing number of sports betting addiction lawsuits are now being filed against companies like DraftKings, FanDuel, BetMGM and Caesars, alleging that they deliberately designed their apps to foster compulsive gambling habits. The claims accuse these platforms of using deceptive marketing tactics, addictive app features, and targeted promotions to exploit young adults and students, leading to devastating financial losses and emotional distress.

In this latest study, a team of researchers from Swansea University conducted interviews with 15 young adults in the U.K. who regularly viewed gambling livestreams to assess their experiences, why they watched and the potential impacts.

The researchers determined there were three main motivators keeping younger viewers watching:

• Social experiences and vicarious excitement
• Interactivity and building loyalty
• The urge and harm paradox

Social experiences and excitement draw young adults in, while livestreaming interactivity makes them feel part of an active community.

The urge and harm paradox is where problems occur, the researchers indicate. That is when participants use livestreaming to reduce gambling urges, “while simultaneously experiencing heightened urges to gamble.” Participants in the study reported increased gambling participation after watching livestreams.

The researchers concluded that there needs to be more regulation and protective measures to prevent potential harms from the digital gaming industry, warning that gambling livestreaming is a “complex digital phenomenon that simultaneously entertains and potentially harms audiences.”

U.S. Sports Gambling Site Lawsuits

The U.K. study comes as lawyers in the U.S. are now reviewing sports betting addiction lawsuits for individuals between the ages of 18 and 25, who developed gambling addictions and lost $10,000 or more after using sports betting apps like BetMGM, DraftKings, FanDuel and Caesars. 

These claims focus on college age users who were encouraged to place high-frequency bets, even after showing signs of addiction. Some continued to receive personalized incentives, and marketing offers after requesting account closures or appearing on self-exclusion lists, raising serious concerns about how platforms exploit vulnerable behavior.

If you or someone you love suffered financial harm from compulsive gambling on these apps, contact a sports gambling lawyer to see if you are eligible to recover losses and hold companies accountable for their addictive design and predatory targeting practices.