Gamblers in Brazil are delaying payments and cutting expenses to maintain their bets.
More than half of Brazilians who bet on sports betting platforms, known as "bets," have already missed paying a bill on time to continue gambling. This data comes from the Pulso | Apostas 2026 survey, conducted by the Hibou institute between August 28 and 31, 2026, with 2.470 respondents over 18 years of age from socioeconomic classes A, B, C, and D across the country.
The survey shows that 38% of Brazilians say they gamble. Among this group, 53% admit to having delayed paying a bill to gamble: 28% report that this happened "a few times" and 25% at least once. Only 21% say they have never experienced this situation. The margin of error for the survey is 1,9 percentage points.
The financial strain goes beyond just late bills. Almost six out of ten gamblers, 59%, have already cut household expenses to fund their bets: 45% say they have reduced household purchases "a few times" and 14% at least once. Another 38% say they have never needed to make this type of cut.
Betting routine
The frequency with which Brazilians gamble reveals a consolidated behavior. According to a survey by Hibou, 39% gamble a few times a month, 22% once a week, and 11% several times a week. Only 20% say they gamble rarely, restricting the habit to special events.
The habit is also not new for a large part of the public. Among bettors, 26% have been betting for more than five years and 13% between two and five years. Another 24% have been betting between one and two years, 18% between six months and one year, and 19% started less than six months ago.
“We are no longer talking about sporadic behavior linked to major events, but about a recurring habit, almost part of families' financial routine, and that is what is most striking from a consumer perspective,” stated Ligia Mello, CSO of Hibou.
Motivations and profile of the bettor
The possibility of making money is the main stated motivation, cited by 47% of bettors. Fun and entertainment come next, with 42%, followed by the search for more excitement while watching the games, with 33%. The influence of friends or social groups accounts for 22% of motivations, while the desire to transform sports knowledge into income motivates 20%. Bonuses and promotions from betting sites appear as a residual factor, mentioned by only 4%.
Despite the frequency of betting, most bettors do not see themselves as experts. According to the research, 46% classify themselves as "casual," betting by intuition or for fun, without a defined methodology. Another 30% say they are still discovering their own profile. Only 18% identify as "punters" and 6% as "traders," who monitor odds variations and adjust bets during matches.
When choosing a platform, reputation and trust are the leading criteria, cited by 44% of bettors. Recommendations from friends or family influence 38%, ease of use of the platform, 31%, and bonuses and promotions, 30%. Internationally known bookmakers are important for 25% of the public, and the odds offered, for 17%. Sponsorship of a favorite team influences 8% of the choices.
Risk acknowledged, behavior maintained
Awareness of the potential for addiction is high: 80% of gamblers agree or strongly agree that betting can become an addiction, with 49% agreeing and 31% strongly agreeing. Only 9% disagree with this perception.
However, recognizing the risk does not translate into behavioral change. When directly questioned about loss of control, 15% of gamblers say they have felt that gambling negatively impacted their financial or emotional life: 6% say this happens “frequently” and 9%, “sometimes.” Another 23% report that this happened rarely, and 56% say they have never had this perception.
“There is an interesting contradiction in the behavior of Brazilian gamblers; they recognize the risk of addiction, but this does not necessarily alter their betting routine. This is a sign that the perception of risk, alone, is not enough to change consumer behavior. It is necessary to think about mechanisms for financial and emotional protection together with this public,” declared Mello.
Exclusive
The Pulso | Apostas 2026 survey was conducted by Hibou Pesquisas & Insights between August 28 and 31, 2026, using a digital panel with 2.470 respondents from all over Brazil, over 18 years of age, from socioeconomic classes A, B, C, and D. The margin of error is 1,9 percentage points.
Check out the Pulso | Betting survey for August 2026.
