Bitcoin could eventually reach $1 million per coin if it captures a larger share of the global store-of-value market currently dominated by gold and government bonds, according to Bitwise Asset Management CIO Matt Hougan.

In a report earlier this week, Hougan said bitcoin’s long-term upside depends less on short-term market cycles and more on how much of the world’s wealth preservation market the cryptocurrency absorbs over time.

“One million sounds crazy,” said Hougan. “It implies bitcoin will rise 14x from today’s price.”

He pointed to several factors supporting that forecast, among them the rapid growth of the global store-of-value market, including gold, government bonds and other defensive assets, which has expanded from roughly $2.5 trillion in 2004 to nearly $40 trillion today. Bitcoin currently represents only about 4% of that market by value.

If the largest cryptocurrency were to capture roughly half of that market under current conditions, its price could approach that $1 million mark within roughly a decade, Hougan said. If the broader store-of-value market continues expanding, bitcoin would require a smaller share to reach that level.

The $1 million price fixation

The $1 million forecast has become a recurring theme across the crypto industry. President Donald Trump’s son Eric recently doubled down on his $1 million BTC call. In August, Coinbase CEO Brian Armstrong said bitcoin could reach that price by 2030.

Jack Dorsey, who ran X (formerly Twitter) until 2021 and co-founded payments firm Block (formerly Square), said bitcoin could reach $1 million in five years. Arthur Hayes, former BitMEX CEO, believes it could come as soon as 2028. Cathie Wood’s Ark Invest projected that bitcoin could reach $3.8 million by the end of the decade. Bernstein in 2024 forecast $1 million by 2033.

So why has the $1 million target become such a widely cited benchmark for bitcoin? CoinDesk asked several market analysts.

“It’s a clean headline and shorthand for the idea that Bitcoin could rival gold as a store of value. The exact number matters less than the share of global wealth Bitcoin captures,” said Mati Greenspan, market analyst and Quantum Economics founder.

For Jason Fernandes, also a market analyst and an AdLunam co-founder, the milestone is more psychological than a precise valuation target, reflecting the belief that bitcoin could ultimately win the store-of-value debate.

However, he also believes part of the narrative is driven by marketing dynamics. “Some of the narrative is promotional because round numbers travel well and align with holder incentives,” Fernandes said, though he added that the underlying thesis is not purely hype.

“I think many investors make a ‘static denominator’ mistake, valuing bitcoin against today’s store-of-value market instead of a much larger future one,” he said.

For Fernandes, the real question is not whether $1 million bitcoin is theoretically possible, but whether institutional adoption compounds long enough to justify that price.

Analysts agree on direction, but not the timeline

Some of the analysts who shared their comments with CoinDesk said Hougan’s projection is plausible over the long term, though most frame it as a decade-scale adoption story rather than a near-term forecast.

“Geopolitical tension strengthens the Bitcoin thesis,” said Greenspan. “In uncertain times, investors look for neutral stores of value, and Bitcoin increasingly sits in that bucket alongside gold.”

Greenspan said the milestone is possible but would likely take a decade or more, requiring continued institutional adoption and broader regulatory clarity.

Fernandes said Hougan’s argument is essentially a market-share thesis. Bitcoin does not need to replace gold outright, he said; it only needs to capture a portion of a growing global store-of-value market.

“A $1 million bitcoin assumes long-term adoption and market-share gains within the global store-of-value market,” Fernandes said. “It’s a thesis about bitcoin’s end state if it matures into a major global monetary asset.”

Institutional adoption remains the key driver

Hougan has argued that bitcoin’s fixed supply of 21 million coins and its decentralized network give it characteristics similar to those of traditional stores of value, such as gold.

Fernandes said the long-term $1 million thesis depends largely on continued institutional adoption and growth in the global store-of-value market.

“BTC doesn’t need to replace gold or fiat; it only needs to capture about 17% of a projected $121 trillion store-of-value market over the next decade to justify a $1 million price,” Fernandes said.

Greenspan said geopolitical uncertainty could further strengthen bitcoin’s appeal as a neutral asset.

“In uncertain times, investors look for neutral stores of value, and bitcoin increasingly sits in that bucket alongside gold,” he said, though he added that reaching such a valuation would likely take years of sustained adoption.

Nima Beni, founder of Bitlease, said the timeline could accelerate if confidence in traditional financial assets weakens.

“Bitcoin reaches $1 million when confidence in traditional ‘safe’ assets breaks,” he said, pointing to potential sovereign debt crises or disruptions in the gold market as possible catalysts.

Despite the bullish projections, analysts said bitcoin’s path toward such valuations would depend more on long-term adoption and macroeconomic conditions than on short-term market cycles.