More Americans now own Bitcoin than gold, River survey finds

Gold has been humanity’s favorite store of value for thousands of years. Bitcoin launched in January 2009. In the US, the newcomer now has more owners. A research report released by River in July 2026 estimates that approximately 49.6 million American adults own Bitcoin. That works out to 18.6% of the adult population, compared with 28.8 million adults, or 10.8%, who report owning gold. According to the report, this is the first time on record that Bitcoin ownership has overtaken gold. The numbers behind the flip The gap is wide. By River’s count, US Bitcoin owners outnumber gold owners by roughly 20.8 million people. River’s data shows Bitcoin ownership rising from 14.3% to 18.6% of US adults in approximately six months. The report credits much of that growth to easier access. Exchange-traded funds, mobile apps and a range of exchanges have made buying Bitcoin more accessible. River also links the trend to a broader cultural shift in how Americans view digital assets. River isn’t the only outfit reporting this pattern. Earlier surveys from the Nakamoto Project, which collected data from late 2024 to early 2025 and published findings by mid-2025, landed in similar territory. Those ...