YouGov: What motivates users of the UK’s most-used operator?

Recent YouGov data reveals bet365 is the top betting site in the UK. According to data from YouGov Global Gambling Profiles, the percentage of gamblers in the UK who said they used bet365 in the past week rose from 19% in October 2024 to a high of 24% in December before settling at 22% in January. Over the past 12 months, the percentage of gamblers who say they have used bet365 in the past week stands at an average of 22%.

It is worth noting that bet365 is the most-used betting site across all strata of bettors, sharing the joint top spot with Sky Bet among those who stake between £1 and £100 each month (19% each), but taking the lead among those who wager between £101 and £500 monthly (31% versus 27% compared to Sky Bet) and further extending that lead among those who stake more than £500 each month (30% versus 20%).

But what is the bet365 customer base like, what activities do they gamble on and how are they different from user bases of other betting brands? Unsurprisingly, sports betting is the most popular betting activity on bet365 with 87% participation. Slots stands a distant second, with just under a fifth of bet365 players (18%), followed by virtual sports at 13%. Poker and other casino games both hold a 12% share. While traditional sports betting is the primary attraction, a significant portion of users also engage in various gambling activities, albeit at much lower rates.

A good sport

Football is the dominant sport for betting, with 80% of users placing bets on it. Although slightly behind Sky Bet (83%), it remains the most popular sport among bet365 customers. Horseracing follows at 44%, trailing other brands like Paddy Power (58%) and Ladbrokes (58%).

Bet365 stands out in its appeal to fans of international sports, particularly the National Basketball Association (NBA) (22%), which is significantly higher than other brands. Tennis (25%) and boxing (22%) are also popular among bet365 users, aligning with industry averages. Notably, bet365 leads in betting on niche sports like table tennis (13%) and esports (12%).

Bet365’s higher affinity towards international sports can be linked to its relatively younger user base. Among bet365 customers, 39% are 18-34, significantly higher than competitors like Ladbrokes (23%) and Paddy Power (27%). This younger demographic is more prone to follow and bet on global sports like basketball and esports, likely contributing to bet365’s strong performance in these categories.

So, what drives the preference for bet365 among so many UK bettors? The most significant factor for bet365 users is having the best odds (64%), which is the highest among the five most-used betting brands. A user-friendly website or app is also crucial (61%), with only Sky Bet (64%) users more likely to cite that as an important factor. Promotions (37%) and a wide selection of matches/events (31%) are moderately important, with bet365 leading on the latter compared to other brands.

Additionally, ease of deposit/withdrawal (30%), loyalty benefits (29%) and a good selection of bet types (26%) are notable factors. Fun (25%) and the availability of slots/games (21%) are of lower priority but still relevant. Finally, having a wide range of gambling types (21%) is valued, though not a top consideration.

Methodology: Data referenced is based on a sample size of 2,562 bet365 users. Online interviews were conducted between February 2024 and January 2025. 

YouGov is an online international research, data and analytics group, providing brand tracking, brand health analysis, audience profiling and consumer intelligence. Headquartered in the UK, the company has more than two decades of experience in capturing intelligence across a variety of sectors via its extensive global research network.