In January, YouGov conducted a survey involving over 2,000 US individuals who either had experience betting on sports in the past year or planned to do so in the next 12 months.
The survey revealed that 71% of respondents were currently engaged in sports betting, while 29% intended to start within the next year. The aim was to understand which sportsbooks were trending, especially among different age groups, and to identify the key features that mattered most to bettors. Additionally, the survey sought to uncover upcoming innovations in sports betting.
Results showed that 65% of sportsbook users in the past year were between 25 and 44 years old, and a similar proportion of prospective bettors fell into this age bracket. Men were more prevalent among current and prospective bettors, with 72% of men having bet in the previous year compared to 28% of women. Emerging sportsbooks are gaining traction, particularly among younger demographics. While DraftKings, Bet365, and FanDuel remained popular, younger bettors were more inclined to try other platforms, with those aged 25-44 using an average of three sportsbooks.
Newcomers like 888 Sport and ESPN Bet, the latter launched in partnership with Penn Entertainment and ESPN, have been noticed. About 58% of sports bettors reported using 888 Sport more frequently, and 51% were betting with ESPN Bet more often, despite its recent launch. However, older demographics showed more loyalty to established brands like DraftKings and FanDuel.
Bet365, despite posting a loss in its financials, is gaining ground among younger bettors aged 21-24, surpassing FanDuel and DraftKings in popularity within that age group. Their long-term approach in the US market seems promising, contrasting with other operators who rushed in and faced challenges.
The survey highlighted the importance of sign-up offers in attracting customers, with 55% of respondents considering it a significant factor. Additionally, ongoing promotions and good customer service were cited as influential factors.
Looking ahead, live streaming features within sportsbook apps are expected to be crucial for customer acquisition. Two-thirds of respondents expressed interest in such features, particularly among younger age groups. ESPN’s strong presence in sports media and its streaming service, ESPN+, position ESPN Bet for sustained growth, especially considering the high awareness of its streaming capabilities among sports bettors.
In conclusion, the survey sheds light on emerging trends in the US sports betting market and highlights the factors influencing bettors’ choices of sportsbooks.
