While the Big BrotherSeason 28 finale isn’t coming until Oct. 1, fans are anxiously waiting to see who will come out on top. For 21-year-old Lucy*, she’s not just rooting for Dee Valladares’s victory because the Big Brotherstar is her favorite cast member. Lucy’s hoping for her win because she has money on it. “I placed a $10 bet on the winner of Big Brother,” the Ohio State student tells Her Campus. “If it hits, I’ll get $35-ish. It’s not millions, but I’ll take the extra $25.”
Lucy didn’t just wake up on a whim and decide to gamble, though. “I saw a bunch of ads [on social media] that said you can bet on reality TV and pop culture news,” she says. “It seemed interesting to me, and maybe a fast way to make some extra money. I’m a broke college student, so that seemed appealing.”
Of course, Lucy isn’t the only Gen Zer who has seen TikTok ads from sports betting companies that say you can “win big” by betting on your favorite reality television shows like Love Islandand Big Brother.The model is practically the same as standard sports betting, but instead of banking on your favorite team, Gen Zers in states where sports betting is legal (who are 18 or older, of course)now have the opportunity to put money down on anything from the weather in Seattle to the newest Dancing With The Starscontestant.
I saw that I could turn a profit on pop culture moments. As a chronically online person, I thought, “Why not?”
Jane*, 23
Gambling isn’t a new thing for Gen Z, though. A February 2026 survey conducted by the Harris Poll on behalf of the National Council on Problem Gambling (NCPG) found that 65% of survey participants over the age of 21 had participated in betting before the age of 21. These respondents bet across a variety of platforms, with 40% using lottery or scratch-off tickets, 23% placing a sports bet, and 21% playing casino-style online games. “Younger adults report even higher rates of early sports betting and online casino play before age 21 compared to older generations,” the NCPG wrote in their report. “The survey found that 33% of 21–44-year-olds placed a sports bet before 21, versus 11% of 55+-[aged folks].”
What isnew when it comes to gambling isn’t just howGen Z is going about it — it’s whoin Gen Z is placing a bet. A 2024 study by Deakin University showed that the number of female gamblers is steadily increasing. Compared to other age groups, younger women aged 16-to-34 years old gambled more frequently and across more platforms. According to the report, “qualitative data indicated that younger women engaged with gambling products as part of a ‘night out with friends,’ due to their ‘ease of access’ and perceived chance ‘of winning big.’”
This is true for Jane*, a 23-year-old alum of the University of Pittsburgh. “The first time I did [a scratch-off ticket], I won $500,” Jane says. “So, I’m still chasing that high.” And recently, Jane started exploring different ways to gamble — eventually coming across online betting and trading platforms. “I saw that I could turn a profit on pop culture moments,” Jane says. “As a chronically online person, I thought, ‘Why not?’”
Jane’s recent Kalshi bet was that Callum Turner will be the next James Bond. But even if she doesn’t win and Aaron Taylor Johnson gets the part instead, Jane’s OK with it. “My $40 on Callum Turner could become [more than] $100,” she says. “And if not? I won’t miss the $40 because I would have dropped it weeks, or even months, ago.”
Historically, young men have been more likely to gamble — and more likely to be problem gamblers — than women. However, in 2026, the gambling industry is shifting — and women are making their way to the table. “[Gambling] is a very male-dominated space, so it feels cool to gain more knowledge on markets and how it really works,” Jane says. “I wouldn’t say I feel empowered [by gambling], but I do feel like I’m learning about something that was once barred from me.”
Lucy feels similarly. “It’s cool [to learn more about online betting],” she says, “because guys are always talking about sports betting, and I felt clueless.”
But, for other Gen Zers, the shift in online gambling — and its growing appeal to women — is a cause for concern. “I first learned that [apps] were offering prediction markets based on Love Island when I started seeing their ads all over my TikTok FYP,” says Carmin C., a Chicago-based content creator. “After being inundated with ads that explicitly targeted female Love Island viewers, while also downplaying the risks of using these gambling platforms and making them seem like an easy pathway to extra cash, I wanted to make other women aware of the potential consequences of getting involved with prediction markets.”
Eventually, Carmin decided to use her platform of over 20,000 followers to speak to the dangers of online gambling and its marketing toward women. “Any time we scroll on social media, we’re constantly being flooded with messages trying to influence our behaviors and spending habits,” she says. “So, I hope my content helps people, especially women, realize the importance of media literacy when using social media. I would recommend reading reputable news outlets to learn more about financial topics, and not just taking these companies’ messaging at face value.”
Along with offering the ability to bet on pop culture moments — like reality television outcomes, or how many streams Taylor Swift will get on Spotify this year — Elliott Rapaport, the founder and CEO of Birches Health, the largest national provider for digital addiction treatment, says gambling companies engage in various tactics to get you to place your first bet. “Betting platforms often use sign-up bonuses, ‘free’ bets, referral offers, push notifications, celebrity partnerships, influencer marketing, and advertising during sporting events,” he tells Her Campus. “These tactics reduce the friction of starting and make betting feel low-risk at first.”
I still don’t know what a parlay is. But maybe I’ll sports bet if I’m lucky with my Big Brother trade.
Lucy*, 21
According to Rapaport, the marketing tactics don’t stop after the first bet. “The first bet is often framed as entertainment or a promotion, but the product is designed to keep people engaged,” he says. “[So] features like live betting, parlays, rapid feedback, and personalized offers can make it easy for someone to keep betting longer or more often than they intended.”
And while, in theory, you could just swipe past these ads, never place a bet, and move on, Rapaport believes that the rising popularity of gambling amongst Gen Z women is troublesome. “Betting can happen in group chats, during games, through fantasy sports, or as part of hanging out with friends,” he says. “That can make it feel less like gambling and more like a normal way to participate.”
Putting money down on who you think the winner of Big Brotherwill be is, at the end of the day, a choice. Choosing to place a bet isn’t an inherently bad thing to do, but before you do, Rapaport says you should be aware of your decision. “Not everyone who bets will develop a problem, but it does mean we need more education, more safeguards, and easier access to support,” he says. “People should know that if gambling is creating stress, affecting school or relationships, or starting to feel hard to control, that is already a good enough reason to reach out for help.”
Even with the associated risks, for some young women like Lucy, the potential winnings are worth it. And if it goes well for them, they’ll continue to bet — and even expand their betting horizons from pop culture to mainstream sports betting. “I still don’t know what a parlay is,” Lucy says, “but maybe I’ll sports bet if I’m lucky with my Big Brother trade.”
If you or someone you know has a gambling problem and wants help, call or text 1-800-522-4700 (National Problem Gambling Helpline) or visit theNational Council on Problem Gambling website.
*Names have been changed.
