YouGov has published its US bettor research report, outlining current trends and preferences of US sports bettors.
The organization conducts custom research to observe patterns and preferences of US players. This report examined the impact that newly created brand, ESPN Bet, had on the sports wagering market.
YouGov discovered in its research that bettors have placed a high level of importance on live streaming the sports events they want to wager on through their sportsbook accounts. The research showed that 71% of 25 to 44-year-old bettors prefer to livestream sporting events.
Younger bettors, specifically the 21 to 34 age range, used bet365 more than any other sportsbook, according to the report. DraftKings was the sportsbook of choice for all other ages.
More than half of surveyed sports bettors said they used ESPN Bet “more than they used to.”
Current and prospective bettors ages 21 to 24 “are likely to create a sportsbook account with a sportsbook that is associated with a streaming service,” the report said. Nearly 67% of this age range said this was their preference.
This trend was common for 57% of all age ranges.
YouGov VP Jeff Morris discussed some of the research results in more detail by saying, “The US sports betting industry is a very competitive marketplace and maintaining loyalty from customers has proven to be difficult for sportsbooks, especially when new sportsbooks enter the market.
“Our research shows that the sportsbooks that incorporate key in-app features like live streaming sporting events can provide an advantage for driving interaction from current sports bettors and attracting prospective sports bettors.”
