The US sports betting industry in 2024 is growing rapidly due to increased legalization and digital expansion, enhancing accessibility and integration with sports viewing. Operators are innovating to engage a broader audience, balancing mobile convenience with the appeal of in-person betting.
The sports betting industry is experiencing significant growth, driven by the increasing legalization of platforms and strategic advertising efforts by operators. Currently, one-third of consumers have engaged in some form of sports betting over the past year, with over half of these bettors placing wagers at least once a week. As more states embrace legalization, the market’s expansion offers savvy bettors ample opportunities to leverage their sports knowledge. However, it will be critical for sports betting operators to continue to innovate and adapt to appeal to consumers’ varying preferences in an effort to maintain users, as over half of sports bettors indicate that they are loyal to one sportsbook.
Sports betting has seamlessly integrated into popular culture, particularly resonating with younger audiences who find it an exciting extension of their sports fandom. This rising popularity underscores the industry’s potential to educate and empower a broad consumer base, transforming casual viewers into informed participants who can make strategic decisions based on comprehensive insights. The industry’s trajectory highlights not only its economic potential but also its ability to enhance the overall sports entertainment experience for fans nationwide.
For the purposes of this Report, Mintel has used the following definitions:
A sports bettor is any respondent aged 22+ who has participated in betting on a sporting event at a casino, a sporting event online or through an app, or bet on daily fantasy sports in the past 12 months.
A respondent open to sports betting is someone who indicates interest in betting on any of the following sports in the future: pro football, pro basketball, college football, baseball, college basketball, horse racing, boxing/MMA, soccer, auto racing, esports, hockey, or golf.
A sportsbook is a betting establishment with which a person can wager on sporting events. The sportsbook can either be in person or online. Online betting is any wager that is placed through the internet, while mobile betting takes place through a mobile application or on a mobile device.
This Report builds on the analysis presented in Mintel’s Sports Betting – US, 2023. For more of an overview of gambling within the US with an emphasis on casino-style gambling, please refer to Mintel’s Gambling Overview – US, 2024.
The sports betting industry is on a hot streak, drawing consumers eager to turn their fandom into cash, blending passion with profit for a leisurely thrill.
Gabe Sanchez
Research Analyst
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