August 9th, 2023, Hoang Nguyen
In a major move that will shake up the landscape of sports entertainment, Disney-owned ESPN has announced its intention to enter the realm of gambling by launching its own betting sportsbook.
The decision aims to tap into a growing market of bettors while providing an additional revenue stream for the sports network.
Ahead of ESPN Bet’s launch this fall, new consumer research reveals that ESPN viewers are notably more inclined to engage in sports betting activities on a monthly basis, as compared to the average adult in the US. Data from YouGov Profiles shows that 14% of ESPN viewers participate in sports betting activities once a month or more, whereas the national average stands at 8%.
This finding underscores the potential for ESPN to leverage its existing audience as it adds native betting opportunities for ESPN viewers.
Further analysis reveals insights into these viewers’ sports betting preferences. ESPN viewers are most likely to be placing sports bets on football (25%), followed by basketball (22%), soccer, (19%) baseball (11%) boxing (10%) and tennis (10%).
They’re also more likely than the average US consumer to play fantasy sports such as fantasy NFL (21%), fantasy NBA (15% vs. 9%), and fantasy soccer (12% vs. 8%).
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Photo by Anders Krøgh Jørgensen on Unsplash