Beating the Spread: 2024 US Sports Betting Landscape

Sports betting in the US has been growing rapidly since the Supreme Court allowed states to legalize the practice in 2018. While FanDuel and DraftKings continue to lead the market, dynamics are shifting as new entrants enter and the competition evolves. To help you better understand the state of sports betting in the US and abroad today, Sensor Tower is proud to announce the release of the 2024 Sports Betting Landscape report. If you want to dig right into the report, click here to get a head start on digesting critical insights. For those who want a sneak peek of what’s inside, keep scrolling.

The biggest event in the past twelve months was the entrance of ESPN to the sports betting market with the launch of ESPN BET. ESPN BET is a rebranded version of Barstool Sports. Fueled in part by a massive migration of Barstool Sports users to ESPN BET, ESPN BET set a record for most US downloads of any sportsbook in a month in November 2023. Even after settling down from launch highs, ESPN BET has secured its spot as the #3 sportsbook by monthly US downloads. If you’re interested in seeing overall sportsbook app US downloads market share for the past twelve months, the year over year trend, as well as the ad channels that drove these downloads, including one channel that nearly tripled in US sportsbook impressions in the past twelve months, check out the full report.

Another huge event was the launch of online sports betting in North Carolina, an event that FanDuel won out on in terms of app downloads, though DraftKings wasn’t far behind. 

Part of this success can be attributed to FanDuel’s promotions and creative strategy in North Carolina. FanDuel tripled its early sign-up special for North Carolina compared to its early sign-up specials in Ohio, Maryland, and Massachusetts, partnered with NASCAR in ad creative, and brought in celebrity heavy hitters like Rob “Gronk” Gronkowski and the NBA on TNT crew.

Who put the most share of US ad spend into North Carolina in March 2023 and who had the highest North Carolina share of US spend day?

Find out in the full report. What else is inside?

• The (sportsbook) winners of Super Bowl 2024 and what they did differently

• Promotion and celebrity partnership trends

• Store tactics like metadata changes and custom product pages

• Review and creative text analysis to discover sentiment and positioning

• Global views, including a section on the UK market

• And more

Download it here, and get ahead of the game.