US bettor research report 2024

With online sports betting now legal across more than half of the US, the competition for bettors is heating up and new players are entering the market. In particular, the launch of ESPN BET in late 2023 is posing a strong competitive threat to existing market leaders.

To better understand which sportsbook apps and sites are most popular, YouGov surveyed 2,000+ US sports bettors. Drawing on the survey results, this exclusive research explores:

• The impact ESPN BET's recent entry has had on the market
• The in-app features that bettors expect to have
• What features are most likely to drive prospective bettors to create their first account
• How sportsbook rankings vary across age groups

We also provide insight into consumer preferences that could lead to ESPN BET having an advantage with prospective bettors moving forward.

Meet the researchers:

Paul Lundquist, Managing Partner

Paul leads YouGov's Gaming and Interactive Entertainment research practice, serving as a senior advisor to a range of global clients. With more than 30 years of market research experience, Paul's expertise spans the full breadth of strategy and marketing assignments: from new product opportunity assessment, pricing and feature optimization modeling, brand architecture and imagery tracking, to market segmentation and targeting.

Jeff Morris, Vice President

Jeff is a Vice President in our US custom team, specializing in the gambling, gaming and interactive sectors. Having joined YouGov in 2010, Jeff brings 17 years of research experience covering segmentations, brand health trackers, concept testing and customer satisfaction studies. With deep sector expertise, he has extensive knowledge of the US and international markets combined with innovative research methodologies.