Since sports betting was legalized in 2018, the betting handle in the U.S. has surpassed $23 billion according to the Legal Sports Report and is poised for exponential future growth providing opportunities for the media industry to leverage this emerging industry.

Webcast Recording

Hear from the experts in the latest CTAM Wired Webcast on the importance of sports betting, how ESPN is integrating it into their strategy, as well as consumer interest in betting directly through the TV.

  • Lauren Keiling – Director of Strategic Insights, ESPN
  • Adriana Waterston – SVP, Insights & Strategy, Horowitz Research

Sports Betting Data & Research Stats

  • Sportsbooks have earned $1.5 billion in revenue, while the states have collected over $200 million in tax/state revenue (Legal Sports Report).
  • About one in six U.S. adults ages 21+ are sports bettors, with 20% considering betting in the future. (Horowitz Research, Emerging Sports Betting Market Study – March 2020)
  • Sports Bettors are a highly valued socioeconomic and demographics profile. (Horowitz Research, Emerging Sports Betting Market Study – March 2020)
  • The majority of sports betters are sports fans (98%) who enjoy a variety of sports. (Horowitz Research, Emerging Sports Betting Market Study – March 2020)
  • Online betting drives engagement with betting overall. (Horowitz Research, Emerging Sports Betting Market Study – March 2020)

Sports Betting’s Impact on Media

  • Sports and sports betting drives media consumption – TV, online, social media and even print. (Horowitz Research, Emerging Sports Betting Market Study – March 2020)
  • There are plenty of new opportunities for engaging with sports bettors, as 92% are pay-TV subscribers and 85% stream at least some TV content.
  • On average, five out of six (84%) are at least somewhat interested and almost half (46%) are very interested in on-screen sports betting features.
  • Interest is high for content and analysis during pregame shows and/or during the game, and for play-by-play betting information.
  • There’s also interest among current bettors in on-screen/in-platform betting information and interactivity.

Discover more on multicultural opportunities to increase sports betting frequency among certain demos (Hispanics, African Americans, Asians, and women), as well as additional key implications on the industry here.