How the audience reacted to the betting ban
Of the active audience's reactions, 49.7% were against the bets, 32.4% neutral and 17.9% in favour. In the group against the bets, 21.2% of comments were flagged as toxic. Of the 10 most used hashtags, 4 are against the bets and 6 are political campaign hashtags with no position on the bets. None of the 10 is in favour of the bets.
Gender and generation of each side (%)
Men are 78.5% of the active audience against the bets and 57.8% of those in favour. Women are 21.5% of the group against and 42.2% of the group in favour. Millennials are the largest generation on both sides (72.3% against, 63.4% in favour). Gen X weighs more in the group in favour (31.1%) than in the group against (21.5%).
Reasons given in the comments (%)
The reason most often given is inconsistency and electioneering (11.1%), followed by vote and electoral contest (6.7%). Football, clubs and sponsorship come next (5.7%), then taxes and the economy (4.9%). Addiction and mental health appear in 2.4% and advertising and influencers in 0.9%.
In the full report
Six figures from the PDF. Three are open; the other three come with the full study.
Method
- Period
- Posts from the last 7 days.
- Channels
- 20+ Brazilian media channels on Instagram.
- Active audience
- 50,000+ comments on the posts.
- Scope
- Instagram only. Each reaction is classified as against the bets, neutral opinion or in favour of the bets.
- Extraction
- Source. Felton, posts from the last 7 days. Data extracted on September 25, 2026 [17:20] WEST (UTC+1). Comments are quoted in the original Portuguese, with an English translation.
Disclaimer. Data was captured by our system on the date and at the times indicated. Profiles, posts, comments and other indicators reflect the information available and accessible at that moment or the sizing of the defined sample, for analysis purposes. They may not correspond to all activity in the period. Removed content, deleted comments, deleted or private accounts and platform API limits are not taken into account. Extractions carried out at different times may produce different values.
Questions
What does this study measure?
The active audience: the people who interact on social networks, here in the comments on Instagram posts. Felton classified each reaction as against the bets, neutral or in favour and profiled each group by gender, generation, emotions and reasons given. See active audience.
Did anyone commission this study?
No. Felton produced it independently from public interactions on Instagram. It was reported by Meio & Mensagem on September 25, 2026.
Which channels and period does it cover?
20+ Brazilian media channels on Instagram with 50,000+ comments on the posts. Posts from the last 7 days with data extracted on September 25, 2026 [17:20] WEST (UTC+1).
Does Felton run this kind of study for other brands?
Yes. Felton Audiences profiles the active audience of any brand, organisation or topic on Instagram, TikTok, YouTube and X. .
