Online Sports Betting: Not a Blip, more a New Digital Empire
Sports betting is an up-and-coming market that allows for a variety of sports marketing opportunities. Gone are the days where one went to the casino or called a bookie to place a bet on a big game. The era of online betting has officially begun. There is an expanding roster of app and online-based betting services eager to take wagers on the latest big game. Along with this explosion of online sports betting is the proliferation of sports betting media, from TV Broadcasts to radio shows, there are even podcasts devoted to the latest odds and best bets.
In Crowd React Media’s wide-reaching sports media survey, we found that 67% of sports audiences currently bet on sporting events. That is incredible market saturation for what was confined to the previously illegal fringes of the sports market. Many states are now easing laws surrounding sports betting outside of the traditional gambling hubs (e.g., Las Vegas, Atlantic City). The following graph demonstrates the general appetite for sports betting among key demographics:
(Graph) Do you currently bet on sporting events?
72% of people ages 18-29 are currently betting on sports, meaning that younger demos are adopting these apps and online betting services at unprecedented levels. The potential is limitless for marketing within this field, especially seeing that the slightly older demo of 30-49 follows closely behind at 68%.
At this point, you might be wondering how people gamble on sports nowadays. Let us consult the following graph and break down some of its main points.
How do you typically make your bets? (Select all that apply)
Most respondents in our study state that they bet on sports online on a website or app at 79%. Compare that with the 40% of respondents who do their sports betting at a casino, or to the 44% who do so amongst their friends, coworkers, or acquaintances. Online sports betting has fundamentally changed the sports betting marketplace in eclipsing traditional gambling avenues. One seldom witnesses this level of shift in a such short span of time.
So, people are mostly betting online or on an app, but on which platforms? Let us look at the next chart.
Which website(s)/app(s) do you use to make bets? (Select all that apply)
DraftKings Sportsbook is the clear winner here with 74% of current sports bettors placing wages on their site and app. DraftKings’ success could be a result of their approach to marketing. They have recently launched multiple partnerships with major leagues such as the NFL, and even counts itself as prominent sponsors of podcasts like NBC’s ‘Men in Blazers’ podcast, which covers the English Premier League. This aggressive marketing strategy has perhaps led to DraftKings setting a high benchmark among sports betting services. This is not to say services like FanDuel are far behind, with 62% of sports audiences using the site or app for their betting needs. Like DraftKings, FanDuel has numerous partnerships throughout the wider world of sports.
The MGM line of resorts and casinos has evidently caught on to the appeal of online sports betting and has seen their online sports betting service launched in numerous states. Even Rupert Murdoch himself was wise to the sea-change of online sports gambling with FOX Corp recently launching their own FOX Bet in 2019. Accompanying the launch of FOX Bet are a slew of FOX broadcasts, from TV shows to podcasts, that feature countless hours of sports betting programming.
With a surplus of advancements in the market, Sports Betting looks to be a prominent part of the landscape for years to come.
TL;DR
- 67% of sports audiences currently bet on sporting events.
- Sports betting enjoys extremely high market saturation that only looks to increase as more states start to ease laws surrounding sports betting.
- Expanding roster of app and online based sports betting services.
- 72% of sports audiences ages 18-29 are currently betting on sports. 68% of sports audiences ages 30-49 currently bet on sports.
- 79% of people who currently bet mostly do it online on a website or app.
- Our findings show that DraftKings Sportsbook was the most popular sports betting app/service among sports audiences as 74%. FanDuel was the second most popular sports betting app/service, coming in at 62%.
- The proliferation of sports betting services/apps has led to a new media environment in which entire TV broadcasts, radio shows, and podcasts are devoted to discussing the latest odds and best bets.
(Survey Fielded Online in May and June of 2021. In-tab 535+ Respondents from Major Metros across the United States)
