US Betting Report: The rise of online sports betting

The widespread legalization and significant adoption of online sports betting have driven increased demand among US consumers. This trend has been reflected in various aspects of betting behavior and financial outcomes, highlighting both opportunities and challenges within the industry.

The TransUnion® US Betting Report provides a robust analysis of these trends, offering valuable insights into the evolving landscape of sports betting. Here are some key findings from the report:

• 26% of respondents participated in online or land-based betting in Q4, up from 24% last year
• Unlike previous survey periods, the increase in participation was driven by older generations — with noteworthy growth among Baby Boomers and Gen X bettors
• While still the largest segment of the market, Millennial participation fell from 40% to 35%
• Overall betting increased last year, but the percentage of bettors spending $500+ per month decreased
• Players of all generations were generally better off financially than non-bettors
• The most active bettors struggled with bills and showed more volatile financial behavior with savings and credit