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Social media has become a major driver of betting activity, according to a study conducted in Cyprus by IMR/UNIC on behalf of the National Betting Authority during February and March 2026. The nationwide survey included a sample of 1,000 individuals aged 18 to 35 and examined the relationship between social media and gambling.
According to the study’s findings, presented by the President of the National Betting Authority, Panayiotis Trisokkas, social media plays a highly significant role in exposing young people to gambling-related content.
As is becoming increasingly evident, this fundamentally changes the way gambling addiction among young people must be addressed, as gambling-related influences now reach them primarily through the screens they use every day.
What the Study Revealed
The results are particularly concerning. Ninety-three percent (93%) of young people in Cyprus reported having been exposed to gambling-related content through social media. Over the previous 12 months, respondents were exposed to such content an average of 4.45 times per month.
A striking indicator of the scale of the issue is that only 7% of participants stated they had never encountered gambling-related content.
Instagram, the most popular platform among respondents—with 95% maintaining an account—was also the primary source of gambling-related content. Among those who had seen such content, 93% encountered it on Instagram. Facebook followed at 82%, while TikTok ranked third at 68%.
Regarding the type of content viewed, 89% of young people reported seeing paid advertisements from betting companies or online casinos, while 77% followed posts from influencers promoting gambling activities through their social media accounts.
In addition, 41% of respondents said they were exposed to promotional offers such as bonuses and free bets, while 36% reported seeing posts from friends sharing their gambling winnings.
The survey further found that 63% of respondents had participated in gambling activities during the previous 12 months. Among them, 78% said they gambled to win money, while 65% cited entertainment as a motivation.
When asked whether they had participated in gambling because of social media, 44% answered “Yes, rarely,” 37% said “No, never,” and 19% responded “Yes, sometimes.”
Young people who gamble spend an average of €34.20 per month. The majority (65%) spend between €10 and €50 monthly. A further 18% spend between €50.01 and €100, 15% spend less than €10, and 2% spend more than €100 per month.
The study also identified notable gender differences. On average, men spend €38.90 per month, compared with €28.00 among women.
When spending was examined in relation to preferred social media platforms, the highest average monthly expenditure was recorded among TikTok users (€36.20), followed by Instagram users (€33.90) and Facebook users (€30.10).
Instagram users also devoted the most time to gambling, averaging 122.8 minutes per week, compared with 113.7 minutes for TikTok users and 109.4 minutes for Facebook users.
One of the study’s most significant findings is that gambling among young people has become a regular and systematic activity. Participants reported spending an average of 118.8 minutes per week on gambling.
More specifically, 73% of respondents spend between one and three hours per week gambling, 11% spend between three and five hours per week, 15% spend less than one hour per week, while 2% devote more than five hours per week to gambling.
Men devoted more time to gambling than women, averaging 131.5 minutes per week, compared with 101.9 minutes per week for women.
It is therefore evident that the risks associated with social media are closely linked to both the exposure of young people to gambling and their potential development of gambling addiction.
Of course, this does not mean that everyone who uses social media will become involved in gambling. However, it is always necessary to have a protective framework in place to ensure their proper and responsible functioning.
This is an issue that must be taken seriously and should prompt a broad public discussion so that effective solutions can be identified and implemented without delay.