Sports Betting

2 October 2024
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From September 6 to 8, 2024, we surveyed Canadians and Americans on their sports betting habits, what sports they bet on, and the advertisements around sports betting. For any questions about our study and services, please contact us at [email protected]. 

Download the report to learn more

Highlights from the study include…

  • Americans are more likely to sports bet and play fantasy than Canadians.

  • There are an estimated 77M sport bettors in America, and 6M sports bettors in Canada, and 61M and 5M fantasy players, respectively.

  • Betting on sports is anticipated to grow in North America across all major leagues in the Fall season.

  • NHL is the top sport to bet on or play fantasy sports with among Canadians. NFL is the main sport among Americans for both activities.

  • A higher proportion of Canadian bettors claim they are decreasing their spend on sports betting, compared to American bettors, where a higher proportion claim to be increasing  their spend.

  • A majority of Canadian and American sports bettors watch the game live if they placed a bet on that game.

  • Sports viewership and media consumption increases among Canadians after starting to bet, and even more so among American bettors.

  • More Canadians who have seen sports betting ads feel there are too many advertisements compared to Americans.

  • A higher portion of Canadians who have seen sports betting ads agree it is not appropriate to have celebrities in the ads compared to Americans who recall ads.

  • Seeing celebrities in sports betting ads does not make most Canadians or Americans visit that website more.

Methodology

This web survey on sports betting was conducted from September 6 to 8, 2024, with 1,521 Canadians and 1,004 U.S. residents, 18 years of age or older, randomly recruited from LEO’s online panel.

A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison purposes, a probability sample of this size yields a margin of error no greater than ±2.51%, (19 times out of 20) for the Canadian sample and ±3.05%, (19 times out of 20) for the American sample.

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