NFL interest is up in 2023 among young adults ages 18-29, and legal sports betting is one of the main reasons why.
Next-generation bettors are three times likelier to place NFL wagers online every week, according to a survey conducted by marketing firm YouGov. The study discovered that 21% of fans aged 18-29 bet weekly, while just 7% of fans 30 and older placed wagers each week.
The study also found that while a higher percentage (56) of adults 30+ are betting a higher amount of money annually compared to the 18-29 demographic (34%), the younger group of fans had higher percentages of under and over $1,000.
The survey’s takeaway that the rise in popularity of betting on the NFL was also backed by a recent study from the American Gaming Association, which found that 73.5 million Americans plan on placing pro football wagers this season — up 56% from 2022 projections.
DraftKings sits atop the pack
YouGov surveyed fans’ interest in particular online betting sites as well.
NFL fans aged 21-29 slightly preferred DraftKings (21%) over FanDuel (20%). Meanwhile, Bet365 and BetMGM were tied for third at 12%, followed by FOXBet (which recently shut down) and 888sport at 11%.
Betway, WynnBet, Barstool Sportsbook, and Bally Bet were all rated below 10%. It’ll be interesting to see what changes occur for Barstool Sportsbook, as PENN Entertainment announced last month that they will be rebranding to ESPN Bet this fall.
Other numbers from the survey
Here are some other highlights from YouGov’s survey:
- 61% of NFL fans aged 18-29 believe sports betting should be legal, compared to 52% of fans 30+.
- 84% of 30+ never bet on games while the 18-29 group was much lower at 56%.
- The RedZone channel is the way 29% of younger fans consume the NFL, as opposed to 14% of their older counterparts who prefer primetime games.
- 61% of younger fans took part in fantasy football last year, outpacing the 30+ group’s 26%.
- 61% of younger fans believe viewing the NFL on streaming services is better than live TV.
- More younger fans are interested in the NFL because their friends are, rather than because their families have raised them to pull for certain teams.
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