“With the launch of the iGaming Ontario market, the sports betting landscape in Canada has fundamentally changed. Third-party sportsbooks are now legally able to register with the AGCO and operate in the province, with other provinces eyeing the move and likely aiming to follow suit. In Ontario, the government-run PROLINE+ is now faced with a swathe of competition, with over 20 sportsbook brands registering with AGCO and creating an incredibly competitive market space that won’t likely settle until early 2023.”

– Michael Lloy, Senior Tech and Media Analyst

This report covers the following issues:

  • What types of betting do consumers engage in? How often? How many sports?
  • Which sports do consumers bet on? Which sports do they plan to bet on in the future?
  • Do consumers watch the games they bet on? What would motivate them to bet in the future?
  • What are consumers’ reasons for or against betting on sports?
  • What are some general consumer attitudes towards sports betting?

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • Top takeaways
              • Market overview
                • Sports gambling trend outlook
                  • Figure 1: Category outlook, sports gambling, 2022-27
                • Opportunities
                  • eSports are a relatively untapped betting market that brands can jump on
                    • Sportsbooks can do a better job with the social aspects of their apps
                      • Challenges
                        • Sportsbooks need better avenues of information to educate consumers and dispel myths about the stigma
                        • Market Factors

                          • Spectator sports are on the road to recovery
                            • Figure 2: Spectator sports operating revenue (CAD), 2012-20
                          • The sun is rising on sports gambling in Canada
                            • However, the sun is setting on disposable income
                                • Figure 3: Monthly movement in selected components of the Canadian Consumer Price Index, not seasonally adjusted, January 2020-March 2022
                              • Economic factors disproportionately impact Gen Z
                                • Figure 4: Canadian unemployment rate, monthly, seasonally adjusted, by age, January 2020-March 2022
                              • Household savings are falling rapidly
                                • Figure 5: Canadian household savings rate, Q1 2019-Q4 2021
                              • Canada’s population is aging
                                • Figure 6: Canadian population age projections, yearly, 2000-40
                              • Canada’s increasingly diverse population will affect sports betting attitudes and practices
                                • Figure 7: Proportion of visible minority population in Canada, 1981-2036
                            • Competitive Strategies

                              • The Ontario sports betting market just got a lot more competitive
                                • Welcome bonuses are industry standard, but are they sustainable?
                                  • A well-oiled app is certainly a boon
                                    • Loyalty builds…well, loyalty
                                    • Sports Gambling – Fast Facts

                                      • Betting Demographics and Activity

                                        • Overview
                                          • About one third of consumers bet on sports
                                            • Figure 8: Canadian gambling activity (% participation), 2022
                                            • Figure 9: PeerBet Instagram post, 2021
                                          • Men are more avid gamblers, with sports betting exacerbating the divide
                                            • Figure 10: Canadian betting activity (% participation), by age and gender, 2022
                                          • Participation in sports betting decreases with age, with young men the most engaged
                                            • Figure 11: Canadian betting activity (% participation), by age and gender, 2022
                                            • Figure 12: Betting with friends vs online or casino, by age and gender (% any agree), 2022
                                          • Sports betting activity skewing younger opens multicultural opportunities for brands
                                            • Figure 13: Canadian betting activity (select), by race, 2022
                                          • In terms of betting frequency, frequent male bettors drive the gender differential
                                            • Figure 14: Canadian betting Frequency, men vs women, 2022
                                        • Sports of Choice

                                          • Overview
                                            • Sportsbooks can bank on the good old hockey game
                                              • Figure 15: Sports betting history vs plans, 2022
                                            • Sportsbooks have a hard time maintaining interest among older women
                                              • Figure 16: Sports bet on in the past 12 months, men vs women, 2022
                                            • Modern sports bettors open up future opportunities for sportsbooks
                                              • Figure 17: Sports bet on in the past 12 months, 18-34s vs overall, 2022
                                              • Figure 18: Sports betting plans, 18-34s vs overall, 2022
                                            • Most bettors are fans and will become fans if they aren’t already
                                              • Figure 19: Sports betting interest generation (% any agree), by age and gender, 2022
                                            • Sportsbooks can lean on statistics and reliability to entice nonfan bettors
                                              • Ultimately, most bettors end up watching the games they bet on
                                                • Figure 20: Watching games gambled on, 2022
                                                • Figure 21: Portion of games bet on watched, by sport bet on, 2022
                                              • Multisport bettors are more likely to watch all the games they bet on
                                                • Figure 22: Portion of games bet on watched, by number of sports bet on, 2022
                                            • Motivations for Betting on Sports

                                              • Overview
                                                • Consumers are motivated by more than money when sports betting
                                                  • Figure 23: Motivations for sports betting, 2022
                                                  • Figure 24: PointsBet Canada Twitter post, 2022
                                                • Experience can also be a vehicle for sportsbooks to reach across gender lines
                                                  • Figure 25: Reasons for sports betting, men vs women, 2022
                                                • Sports betting hobbyists are frequent and high-volume bettors
                                                  • Figure 26: TSN Edge Twitter post, 2022
                                                • Young women rival young men as sports betting hobbyists
                                                  • Figure 27: Sports betting as a hobby, by age and gender, 2022
                                                  • Figure 28: TSN Edge Twitter post, 2022
                                                • Brands should move away from league, celebrity or TV partnership promotions
                                                  • Figure 29: BetMGM Facebook post, 2022
                                                  • Figure 30: Sports betting motivators, 2022
                                                • Lack of sports knowledge is a key barrier to more widespread adoption
                                                  • Figure 31: Reasons for not sports betting, 2022
                                                  • Figure 32: TSN Edge Twitter post, 2022
                                                • Knowledge is cited as a barrier, particularly by female nonbettors
                                                  • Figure 33: Reasons for not sports betting, men vs women, 2022
                                                • Gambling addiction stigma significantly affects the target demographic – Young men
                                                    • Figure 34: Gambling seen as addictive as a reason for not sports betting, by age and gender, 2022
                                                  • Cultural barriers may affect adoption of sports betting
                                                    • Figure 35: Gambling seen as immoral as a reason for not sports betting, Asians vs overall, 2022
                                                • Betting Features

                                                  • Overview
                                                    • Live sports betting is in high demand
                                                      • Figure 36: Sports betting features (% any agree), 2022
                                                      • Figure 37: PointsBet live betting Twitter post, 2022
                                                      • Figure 38: SIA live betting Twitter post, 2022
                                                    • Betting rewards could be a good way to drive loyalty
                                                      • Figure 39: Sports betting features (% any agree), by age and gender, 2022
                                                    • Younger consumers want more creative betting options
                                                      • Figure 40: Sports betting outcomes (% any agree), by age, 2022
                                                    • Single game’s micro-transaction parallel attracts younger consumers
                                                      • Figure 41: Single game sports betting (% any agree), by age, 2022
                                                    • Single game betting allows consumers to branch away from sports they normally bet on
                                                    • The Betting Conversation

                                                      • Overview
                                                        • The demand for sports betting expertise is low
                                                          • Figure 42: Sports betting conversation (% any agree), 2022
                                                        • Women want to learn, but start further behind
                                                          • Figure 43: Sports betting conversation, men vs women, 2022
                                                        • Young consumers are significantly more likely to engage with sports betting social media
                                                          • Figure 44: Sports social media activity (% any agree), by age and gender, 2022
                                                          • Figure 45: Sports social media activity (% any agree), by those who use social media on a daily basis, 2022
                                                        • Even outside social media, age plays a key part in the betting conversation
                                                          • Figure 46: Sports betting conversation (% any agree), by age, 2022
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Consumer qualitative research
                                                              • Mintel Trend Drivers
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms

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