YouGov: Bet365 the most popular sportsbook for young adults in the US
New research shows those aged 21 to 34 overwhelmingly use bet365 compared to market leaders FanDuel and DraftKings as ESPN Bet also making waves following November debut
Bet365 is becomingly increasingly popular in the US, especially with customers aged 34 and under, according to new research from YouGov.
The UK-headquartered giant emerged on top after YouGov – a global public opinion and data analysist – asked more than 2,000 US sports bettors which sportsbook they had gravitated to since they first started wagering.
Bet365 came out on top, with 60% of respondents noting they were using the app more than when they began betting.
The operator edged out 888sport, which had a 58% positive swing in the survey and a sector-wide low of just 10% for users stating they were using an app less.
In comparison, 11% of respondents said they were using bet365 less than when they first started betting.
Caesars Sportsbook was the brand with the largest negative swing of 34%, while FanDuel and BetMGM were tied on 23%.
In terms of the under-34 demographic, bet365 also came out on top when asked by YouGov which sports betting apps they’d used in the past month.
For those aged 21 to 24, bet365 was the most popular operator with 31%, ahead of DraftKings (25%) and FanDuel (22%).
Similarly, those aged 25 to 34 also engaged with bet365 far more than other brands, with 40% of respondents in that age bracket having used the app in the past month.
Once again, DraftKings (31%) and FanDuel (29%) made up the remaining two podium positions.
However, for those aged 35 and over, DraftKings stood out as the clear favorite, according to YouGov’s research, with FanDuel in second place behind its long-term rival.
As a result, DraftKings was confirmed as the top most-used sportsbook across all demographics, from 21 to 55+, by YouGov with 35%, compared to FanDuel’s 32% and bet365’s 28%.
ESPN Bet, despite having only launched in November, sat in fifth place on 18%, behind BetMGM in fourth with 22%.
The findings correspond with YouGov noting that bettors aged between 25 and 44 use more operators than other demographics, with an average of three apps per individual. Can’t find this
YouGov added that 65% of sportsbook users in the past 12 months are aged between 25 and 44, with the majority of sports bettors being male (72%) but did note there were key penetration opportunities for the 21 to 24 and 45 and over demographics for operators.
The market research company’s new US sports betting report surveyed more than 2,000 US bettors between January 5 and January 18, 2024, to gauge consumer opinion and engagement with various operators.
YouGov confirmed 71% of respondents in the survey were active sports bettors, with the remainder being classed as “prospective” sports bettors.
Jeff Morris, YouGov VP, said: “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,” he added.