Redefining the Game: Sports Betting Ad and Mobile Trends

Key Takeaways:

• YouTube TV’s acquisition of the NFL Sunday Ticket rights makes it a prime advertising space for sports betting platforms. In the month leading up to the 2023 NFL season, a significant portion of ad impressions from major sports betting platforms was garnered from YouTube and OTT, which includes YouTube TV

  • FanDuel stood out, with impressions from these channels accounting for 60% of the platform's total ad impressions in the month leading up to the 2023 NFL season

• By emphasizing YouTube, OTT, and other ad channels like Facebook, DraftKings and FanDuel are making a strategic play: YouTube and Facebook are, in fact, among the apps that YouTube TV users in the US are more likely to spend time on

• Over the last two years, FanDuel experienced a noticeable resurgence in resurrected users during the month of the NFL kick-off, from 23% in 2021 to ~30% in 2023. This increase can be attributed to heightened ad investments, strategic shifts in in-app promotions, and timely feature releases

• The rising interest of women in sports apps presents a unique opportunity for sports betting companies, which typically cater to male audiences. Per ST data, some apps, like EA Sports FC, have a ~50% female user base as of 2Q23. This is up from 38% in 2Q22

• With 25.5% of its users opening the app more than 15 days a month, compared to 7.7% on Hulu and 3.9% on Peacock, ESPN's entry into the sports betting arena might pose a significant challenge to established players like DraftKings and FanDuel

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