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Gen Z bets big on prediction markets as awareness surges

Written by Brie CarterPublished Jan. 26 2026Last Updated Jan. 26 2026

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A new survey shows 31% of Americans believe prediction markets will become a more important part of culture, with significantly higher conviction among Gen Z and Millennials.

Research from The New Consumer and Coefficient Capital found younger users are far more aware of platforms such as Polymarket and Kalshi than older generations.

Awareness of Polymarket stands at 17% among Gen Z and Millennials compared with 4% for Gen X and older consumers, while Kalshi awareness is 13% versus 5%.

The survey of more than 3,000 U.S. consumers comes as prediction markets raise capital rapidly and attract growing mainstream attention.

Kalshi recently raised $1 billion at an $11 billion valuation, while Intercontinental Exchange invested $2 billion in Polymarket at a $9 billion valuation.

Combined valuations for the two platforms now total around $20 billion as weekly trading volumes hit record levels.

Data shows Kalshi processing up to $2.3 billion in weekly volume, while Polymarket records as much as $1.7 billion per week.

Google search trends indicate interest in prediction markets remains 20 to 30 times higher than pre-election levels following the 2024 U.S. election.

Regulatory shifts have supported growth after the CFTC adopted a more permissive stance toward prediction markets.

Polymarket returned to the U.S. market in late 2025 with regulatory approval, while Kalshi expanded election markets after a legal victory earlier that year.

Younger Americans appear unfazed by regulatory disputes, viewing them as temporary obstacles rather than long-term threats.

Survey results show 31% of respondents believe prediction markets will grow in importance in everyday life, nearly matching expectations for sports betting.

With major global events such as the 2026 FIFA World Cup approaching, young investors increasingly see prediction markets as part of the future of finance.