Parents and educators have spent years talking about sports betting. But the next wave of online gambling is arriving somewhere many families aren’t looking: pop culture.
This month, millions of dollars have been wagered on prediction markets surrounding Taylor Swift’s rumored wedding—including the venue, guest list, and other personal milestones. What was once celebrity gossip is now an opportunity to place a bet.
This matters because young people are already vulnerable to gambling-related harms. The National Council on Problem Gambling reports that:
- 17.9% of youth under 18 worldwide gambled in the past year, and
- 10.3% participated in online gambling, despite age restrictions.
More than 4 in 5 American agree that prediction markets are just as risky as traditional gambling, and yet they are not regulated in the same way.
Research also shows that adolescents often develop parasocial relationships—one-sided emotional bonds with celebrities that can feel deeply personal. While these relationships are a normal part of development, they can also make betting on a favorite celebrity feel like participating in a fandom rather than gambling.
Prediction markets such as Kalshi and Polymarket are seizing on these new online dynamics by expanding beyond sports into entertainment, and cultural events. Casual users are participating in markets increasingly populated by experienced traders and sophisticated tools. Professional traders are able to use advanced analytics, automation, and AI-assisted market intelligence, giving them advantages that most casual users simply don’t have.
As betting opportunities become woven into entertainment and social media, digital literacy must also include gambling literacy. Helping children recognize when an app is trying to turn their curiosity, fandom, or attention into financial risk is one of the most important online safety conversations families can have.