Sports Betting Programming: More than beating the odds
Following the release of Crowd React Media’s The State of Sports Media, which included 900+ interviews across the country, we are starting a biweekly blog series, featuring standout findings from the report. This week we will further explore the phenomenon of Sports Betting and its broader implications for the future of sports media.
The majority – 57% of the audience bet on sports. Younger audiences (18-39) in particular, have a notable appetite for sports betting with 67% saying they have wagered on sports currently or in the past.
One third, 36% of all sports audiences listen to radio programs or podcasts that are geared toward the discussion of betting odds, over/under ratios, and favorites.
As more states gradually start to legalize sports betting, we expect the audience for sports betting content to grow. However, merely talking about sports betting is not enough to make a show successful.
Program directors/content creators need to be creative in how they integrate sports betting content into their program wheel in a way that is novel and engaging for the viewer/listener. You also need to be careful in striking the right balance between traditional sports media and sports betting.
We are sure that you’ve come across sports media in recent months or years that featured sports betting content, be it odds, over/under, etc. Was that content integrated in such a way that felt natural over the course of the program/broadcast, or did it feel like an awkward addition? Our guess is that you’ve probably seen or heard both. The best sports betting content is presented in such a way that one does not have to be an active bettor to enjoy.
The ideal sports program seamlessly integrates sports betting content with traditional sports commentary and analysis. In other words, the sharpest programming contains sports-betting adjacent content without drawing attention to the fact that it’s sports betting content.
In our study we asked for sports audiences to tell us in their own words about why they listen to radio programs or podcasts about sports betting/odds. Here’s what some of them had to say:
- It is lively discussion.
- I want to be constantly in the know.
- I live in Vegas and bet on sports.
- I listen just to stay involved.
- It’s entertaining to listen to.
- To get betting odds.
- I like the hosts and the programs are informative.
- To get better information
- To find out how to bet.
- It’s always interesting listening.
- I just want to know who is favored.
- I love the commentary that comes with this type of show.
- I want to stay up to date with the latest news on my favorite sports.
- It’s good information to know the odds for games.
- To get the best odds.
- Very interesting to hear the opinions of others on games. I like different perspectives.
- I want to have a better chance of winning.
- To get the latest news.
- It’s entertaining and it’s very amusing.
- I like to bet on sports.
- It gives me an idea on who is expected to win.
- It broadens my knowledge of sports.
- I listen to gain knowledge or a possible edge.
As you can tell by reading through these audience responses about why they listen to sports betting content, a lot of people naturally listen because they think they’ll have a better shot at winning money from the games they bet on.
What’s also at play is that sports betting content provides a new angle from which fans can observe and analyze their favorite sports.
People are consuming sports betting content not only because they believe it gives them the edge in their betting, but also because they find the content to be engaging, informative, and entertaining.
People want to be in the know. Sports betting content is just another informational layer they can absorb. Betting-adjacent content provides a fresh perspective for fans on their favorite sports.
Stay tuned for more in our series…
