People who have extra money or big bank balance might be able to sustain it, else for smaller players martingale might not be an option. One should be able to chart out how many loses in a straight streak they can manage and play and will they be able to sustain even if 10 straight loses or say more for that matter. This would depend on everyone and amount and risk they are ready to take it.
Martingale can only be a personal choice to be honest because even having a big bank roll would not be useful if we are bad at risk management.
Most of the times when we are facing a negative streak in martingale the risk reward ratio goes negative.
Which means we are betting a huge amount but in return our reward will be very less. It would sometimes be absolute foolishness to place such a bet.
Which is why having a proper strategy along with martingale and a good risk management will only help a person to have a sustainable growth.