Understanding the Rise of Gambling Livestreams and Their Role in Addiction

Every evening, countless individuals worldwide tune into live streams where influencers engage in gambling activities such as spinning slot machines, betting on sports, or playing casino-style games. These streams often feature charismatic personalities, from celebrities like Drake to popular online content creators, presenting gambling as entertainment. Viewers actively participate through chat interactions, cheering on wins and reacting emotionally to losses, creating a communal atmosphere that blurs the lines between entertainment and gambling.

Behind the glamour, psychological mechanisms play a significant role. Parasocial relationships—emotional bonds formed between viewers and streamers—make fans feel connected to creators who are essentially strangers. These bonds, combined with normalized risk-taking behaviors displayed during streams, influence viewers’ perceptions of gambling. Research indicates that these broadcasts are altering online gambling habits, making them more immersive and harder to distinguish from genuine entertainment.

The popularity of gambling livestreams has surged, especially on platforms like Twitch and Kick. After Twitch limited such content in 2022, many streamers migrated to less regulated sites like Kick, which hosts a large demographic of young adults aged 18 to 34—many of whom are of legal age for gambling and form an impressionable audience. These content creators often get paid by gambling operators and earn revenue through affiliate links, transforming advertising into ongoing interactive entertainment.

Recent studies, including interviews with young adults, reveal how viewers form close connections with streamers and follow their gambling content across multiple platforms. They are fascinated by the high-stakes bets and the emotional rollercoaster, which fosters a sense of community. Embedded gambling features like channel points and reward systems imitate gambling mechanics, allowing viewers to gamble with virtual points on outcomes projected by streamers—further reinforcing gambling behaviors.

Alarmingly, many viewers initially watch these streams as a safer alternative to real-money gambling, hoping to satisfy urges vicariously. Instead, this often amplifies cravings, leading to increased gambling activity in real life—a phenomenon known as the "urge paradox." Age verification on these streams is often insufficient, allowing minors access to content that normalizes risky behaviors.

The lack of stringent regulation poses a serious concern. Countries like Germany have banned gambling advertising through streams, while the UK has introduced restrictions on marketing to minors. However, enforcement remains inconsistent as content shifts to platforms with weaker oversight. Policymakers must recognize livestream gambling as a potent form of advertising that requires comprehensive regulation to prevent exploitation and reduce gambling-related harm.

Given the significant influence of gambling livestreams on youth and vulnerable audiences, there is an urgent need for stricter regulations, such as mandatory disclosures of financial interests, effective age verification, and cross-border enforcement. Without these measures, the distinction between entertainment and dangerous gambling promotion will continue to erode, putting public health at risk.

For more detailed insights, refer to the study by Chelsea Hughes et al. in "Addiction Research & Theory" (2025).