{"id":30547,"date":"2026-09-29T14:47:54","date_gmt":"2026-09-29T18:47:54","guid":{"rendered":"https:\/\/leger360.com\/?p=30547"},"modified":"2026-09-29T15:10:40","modified_gmt":"2026-09-29T19:10:40","slug":"sports-betting-gets-smarter-as-fans-turn-to-ai-2","status":"publish","type":"post","link":"https:\/\/leger360.com\/en\/sports-betting-gets-smarter-as-fans-turn-to-ai-2\/","title":{"rendered":"Prediction Markets Are Taking Hold Among Sports Bettors"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;-20px||||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][et_pb_row _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;-30px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><a href=\"https:\/\/www.cftc.gov\/LearnandProtect\/PredictionMarkets\"><span data-contrast=\"none\">Prediction markets<\/span><\/a> <span data-contrast=\"auto\">are no longer just an emerging idea on the edges of sports betting. Our Fall 2026 study shows they already have a meaningful foothold among active bettors in Canada and the United States, even though adoption remains much more limited across the general population. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Earlier this year, our <\/span><a href=\"https:\/\/leger360.com\/en\/sports-betting-gets-smarter-as-fans-turn-to-ai\/\"><span data-contrast=\"none\">Sports Betting &#038; Fan Engagement Study<\/span><\/a><span data-contrast=\"auto\"> found that regular AI bettors were much more likely than non-AI bettors to say they planned to use prediction markets around major sporting events. The Fall results reinforce that earlier signal, while adding an important nuance: prediction markets are taking hold largely among people who are already deeply engaged in sports betting and other forms of wagering. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/leger360.com\/wp-content\/uploads\/2026\/09\/Copy-of-Alberta-Pipeline-1.jpg&#8221; alt=&#8221;Prediction markets are no longer just an emerging idea on the edges of sports betting&#8221; title_text=&#8221;Prediction markets sports betting&#8221; module_class=&#8221;hs-cta-trigger-button hs-cta-trigger-button-212897648531&#8243; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|30px|30px|30px|30px&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_button button_text=&#8221;Download the report to learn more&#8221; button_alignment=&#8221;left&#8221; module_class=&#8221;hs-cta-trigger-button hs-cta-trigger-button-223160769350&#8243; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;30px||45px||false|false&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;][\/et_pb_button][et_pb_heading title=&#8221;Key Highlights &#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h2&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"9\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":360,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"singleLevel\"}\" data-aria-posinset=\"1\" data-aria-level=\"1\">42% of Canadian sports bettors and 53% of U.S. sports bettors say they have used a prediction market at least once. Among sports bettors, 19% in Canada and 37% in the U.S. used one in the past year. &nbsp;<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"9\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":360,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"singleLevel\"}\" data-aria-posinset=\"2\" data-aria-level=\"1\">86% of current Canadian prediction market users and 92% of current U.S. users bet on sports in the past year. In addition, 76% and 89%, respectively, used at least one other wagering format. &nbsp;<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"9\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":360,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"singleLevel\"}\" data-aria-posinset=\"3\" data-aria-level=\"1\">44% of Canadians and 62% of Americans are aware of prediction markets, while 5% and 11%, respectively, used one in the past year.&nbsp;<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"9\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":360,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"singleLevel\"}\" data-aria-posinset=\"4\" data-aria-level=\"1\">15% of aware Canadian non-users and 17% of aware U.S. non-users would consider using prediction markets, compared with 63% of current Canadian users and 81% of current U.S. users.&nbsp;<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"9\" data-list-defn-props=\"{\"335552541\":1,\"335559685\":360,\"335559991\":360,\"469769226\":\"Symbol\",\"469769242\":[8226],\"469777803\":\"left\",\"469777804\":\"\uf0b7\",\"469777815\":\"singleLevel\"}\" data-aria-posinset=\"5\" data-aria-level=\"1\">Past-year sports betting in Canada rose significantly from 19% in 2025 to 24% in 2026. U.S. participation remained comparatively stable, moving from 26% to 27%. See our <a href=\"https:\/\/leger360.com\/market-updates-on-sports-betting-and-fantasy-sports-in-canada-and-the-us\/\">Fall 2025 sports betting study<\/a> for the previous wave.  &nbsp;<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_heading title=&#8221;Prediction Markets Are Adding Another Layer to the Wagering Ecosystem &#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h2&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">One of the clearest patterns in the data is the overlap between prediction markets and other forms of wagering. People currently using prediction markets tend to move across several types of bets rather than stick to a single format. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">In Canada, live or in-play betting, meaning wagers placed after a game has started, is the most common other format among current prediction market users. In the U.S., participation is spread <span data-contrast=\"auto\" lang=\"EN-US\" class=\"TextRun SCXW97537092 BCX0\"><span class=\"NormalTextRun SCXW97537092 BCX0\">across traditional <\/span><span class=\"NormalTextRun SCXW97537092 BCX0\">sportsbook <\/span><\/span><span class=\"TrackedChange SCXW97537092 BCX0\"><span data-contrast=\"auto\" lang=\"EN-US\" class=\"TextRun Highlight SCXW97537092 BCX0\"><span class=\"NormalTextRun CommentStart CommentHighlightPipeRest CommentHighlightRest SCXW97537092 BCX0\">bet<\/span><\/span><\/span><span class=\"TrackedChange SCXW97537092 BCX0\"><span data-contrast=\"auto\" lang=\"EN-US\" class=\"TextRun Highlight SCXW97537092 BCX0\"><span class=\"NormalTextRun CommentHighlightRest SCXW97537092 BCX0\">s<\/span><\/span><\/span>, bets tied to individual player performance, and live betting. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">That overlap suggests prediction markets are joining an established wagering routine rather than developing as a completely separate category of consumer behaviour.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\"> <\/span><\/p>\n<p><span data-contrast=\"auto\">The people currently using them also resemble some of the audiences already most active in sports betting. Use is higher among men and younger adults in both countries, while adults living in households with children also stand out. In the U.S., current use also extends strongly among adults aged 35 to 54, suggesting prediction markets are not limited to the youngest early adopters.  <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\"> <\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=&#8221;The Gap Between Awareness and Adoption Remains Wide &#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h2&#8243; custom_margin=&#8221;45px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">Prediction markets have already captured attention, particularly in the United States. Turning that awareness into participation is another matter. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Among people who know about prediction markets but have never used them, interest in trying them remains limited. The picture changes considerably once people have experience with the category, with future consideration rising to clear majorities among those who have already used a prediction market. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">That pattern suggests awareness alone may not be enough to broaden adoption. First-time trial appears to be the more important dividing line between consumers who know prediction markets exist and those who can see themselves using them. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">This builds on what we saw in the spring, when AI bettors stood out as particularly open to prediction markets. What we see now is that current prediction market users are also deeply engaged across sports betting and other wagering formats, reinforcing the idea that these platforms are taking hold within an already active betting audience. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=&#8221;Even The Most Engaged Users Have Concerns &#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h2&#8243; custom_margin=&#8221;45px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">Prediction market users may be highly engaged, but that does not mean they are comfortable with every aspect of the wider betting environment.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Majorities in both countries support responsible gambling requirements for prediction markets and say they should be regulated similarly to traditional sportsbooks. Concern about people using insider information to gain an unfair advantage is also widespread. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">What stands out is that these concerns also appear among people closest to wagering. Among the relatively small subgroup of current Canadian prediction market users, 86% say sports betting has become too integrated into watching sports, meaning they feel betting has become too embedded in the experience of watching a game. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Participation and concern are not opposites:<\/span><\/b><span data-contrast=\"auto\"> prediction markets are becoming part of the routine for highly engaged users, even as those same audiences question how deeply betting is woven into sports.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=&#8221;Sports Betting Ad Fatigue Remains Widespread&#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h2&#8243; custom_margin=&#8221;45px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\">Nearly half of Canadians (46%) and 38% of Americans say there are too many sports betting ads. In the U.S., that share rose significantly from 32% last fall, while Canada remained relatively stable. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Interestingly, ad fatigue is not highest among the most active betting audiences. Among people who are aware of prediction markets but have never used them, 58% of Canadians and 49% of Americans say there are too many sports betting ads, compared with 40% of Canadian sports bettors and 32% of U.S. sports bettors. <\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Ad fatigue is especially pronounced in Alberta (55%) and Ontario (53%), while Manitoba\/Saskatchewan recorded the only statistically significant regional increase, climbing from 33% last fall to 46% this year.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559738\":240,\"335559739\":240,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Explore the full report for more findings on sports betting participation, prediction market adoption, advertising, regulation and attitudes toward the role of wagering in sports.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;45px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][et_pb_heading title=&#8221;Methodology&#8221; _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; title_level=&#8221;h3&#8243; title_font=&#8221;Aptos||||||||&#8221; width=&#8221;100%&#8221; custom_margin=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_heading][et_pb_text _builder_version=&#8221;4.27.9&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span data-contrast=\"auto\" lang=\"EN-US\" class=\"TextRun SCXW126568144 BCX0\"><span class=\"NormalTextRun SCXW126568144 BCX0\">This study was conducted through an online survey among adults <strong>aged 18 and older<\/strong> in Canada and the United States <strong>from August 28 to 31, 2026<\/strong>. The Canadian sample included <strong>1,552 respondents<\/strong> and the U.S. sample included <strong>1,008 respondents<\/strong>. Data were weighted to census data to ensure the samples were representative of the respective general populations on key demographic characteristics.  <\/span><\/span><span class=\"EOP Selected SCXW126568144 BCX0\" data-ccp-props=\"{\"201341983\":0,\"335559739\":120,\"335559740\":269}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prediction markets are no longer just an emerging idea on the edges of sports betting. Our Fall 2026 study shows they already have a meaningful foothold among active bettors in Canada and the United States, even though adoption remains much more limited across the general population. &nbsp; Earlier this year, our Sports Betting &#038; Fan Engagement Study found that regular AI bettors were much more likely than non-AI bettors to say they planned to use prediction markets around major sporting events. The Fall results reinforce that earlier signal, while adding an important nuance: prediction markets are taking hold largely among people who are already deeply engaged in sports betting and other forms of wagering. &nbsp; 42% of Canadian sports bettors and 53% of U.S. sports bettors say they have used a prediction market at least once. Among sports bettors, 19% in Canada and 37% in the U.S. used one in the past year. &nbsp; 86% of current Canadian prediction market users and 92% of current U.S. users bet on sports in the past year. In addition, 76% and 89%, respectively, used at least one other wagering format. &nbsp; 44% of Canadians and 62% of Americans are aware of prediction markets, [&hellip;]<\/p>\n","protected":false},"author":37,"featured_media":30555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1129],"tags":[1144,1131,1142,1137,1133,1138,1007,1145,1134,1141,1140,1135,1143,1132,1136],"post_language_cat":[38],"class_list":["post-30547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","tag-ai-in-sports","tag-artificial-intelligence","tag-canada-us-insights","tag-consumer-behaviour","tag-fan-engagement","tag-fifa-world-cup","tag-leger-poll","tag-leger-sports-survey","tag-lottery-and-gaming","tag-nba-playoffs","tag-nhl-playoffs","tag-prediction-markets","tag-responsible-gambling","tag-sports-betting","tag-sports-marketing","post_language_cat-us-en-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.6 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sports Betting and Prediction Markets<\/title>\n<meta name=\"description\" content=\"Our Fall 2026 study shows prediction markets have a meaningful foothold among active bettors in Canada and the United States.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/en\/sports-betting-gets-smarter-as-fans-turn-to-ai-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prediction Markets Are Taking Hold Among Sports Bettors\" \/>\n<meta property=\"og:description\" content=\"Our Fall 2026 study shows prediction markets have a meaningful foothold among active bettors in Canada and the United States.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leger360.com\/en\/sports-betting-gets-smarter-as-fans-turn-to-ai-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Leger\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leger360\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-29T18:47:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-29T19:10:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leger360.com\/wp-content\/uploads\/2026\/09\/Copy-of-Alberta-Pipeline-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Chlo\u00e9 Bergeron\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@leger360\" \/>\n<meta name=\"twitter:site\" content=\"@leger360\" \/>\n<meta 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