Mobile devices accounted for 80.13% of wagering activity in 2025, a clear sign that public bets rising is driven by fast, frictionless access to sportsbooks.
Smartphone and 5G coverage—now reaching roughly 70% of the U.S. population—made instant streaming and one-tap bets common. That shift supports a surge in public bets and fuels sports betting growth even as regulators tighten rules.
In-play and micro-betting now claim a larger share of handle, boosted by second-by-second odds from Genius Sports and Sportradar and product moves from DraftKings and FanDuel. Payment innovations like Apple Pay, PayPal, and Venmo-style wallets cut transaction times and lowered deposit friction, sustaining retail wagering trends despite advertising and tax headwinds.
Cross-over from daily fantasy sports, streaming partnerships, and the rise of prediction markets has widened the audience. Polymarket and decentralized platforms have expanded monthly volumes dramatically, suggesting a new pathway from casual DFS users to active bettors.
Key Takeaways
- Mobile-first design and 5G are central to the surge in public bets.
- In-play wagering and micro-bets increased average session lengths and overall handle.
- Frictionless payments and instant withdrawals sustain retail wagering trends.
- DFS and streaming partnerships drive new user adoption across legalized states.
- Operator scale—FanDuel, DraftKings, BetMGM—helps public-bet growth persist amid betting market resistance.
Why public bets rising: drivers behind the surge in retail wagering
Public wagering has climbed as mobile platforms, faster networks and new products make betting feel immediate and social. Operators shave app load times, optimize one-tap bet placement and lean on mobile betting growth to reach casual fans. That shift turns passive viewers into active participants and widens the pool of retail bettors.
Mobile and broadband penetration enabling instant access
Smartphone wagering dominates activity as 4G and expanding 5G betting coverage cut latency and support in-app video. Apps now use geolocation verification and biometric logins to meet state rules while keeping sign-in friction low. These changes raise conversion and drive a measurable session duration increase on core platforms.
In-play and micro-betting transforming engagement
In-play betting accounts for a large share of handle thanks to live odds feeds that refresh every few seconds. Micro-betting on single plays or possessions makes events feel granular and urgent. Streaming-integrated odds sync video with wagers so fans place more bets during a game and stay active longer.
Payments, wallets and frictionless flows fueling activity
Faster rails and wallet features reduce friction for deposits and withdrawals. e-wallet adoption, PayPal sportsbook integration and RTP network links let customers move funds quickly and use instant withdrawals in many cases. Tokenization and Apple Pay or Google Pay tie-ins boost trust and make repeat deposits routine.
Cross-over from DFS, streaming and prediction markets
- DFS to sportsbook migration supplies ready users who want real-money markets.
- Streaming partnerships and league-embedded odds turn broadcasts into betting touchpoints.
- Prediction markets growth, led by Polymarket, channels simple yes/no trading into broader wagering interest.
These drivers work together. Faster networks, crisp live odds feeds and seamless payments keep newcomers engaged. The result is a more active retail base and rising public bets across legal markets.
Market resistance and regulatory headwinds shaping public betting trends
The wave of public betting growth runs into a patchwork of rules that change how operators acquire and keep customers. Tightening gambling advertising restrictions and the high-profile NCAA ad ban during championship broadcasts removed a major marketing channel. That shift, paired with state-level promotional limits, forces platforms to rethink user funnels and spend.
Advertising and promotional limits constrain customer acquisition in measurable ways. Ohio’s mandated 10-second gap between TV ads and Massachusetts rules that require responsible-gaming messaging in 20% of ads reduce ad frequency and dilute targeting. Virginia’s geofencing for under-21 users cut click-through rates on social campaigns by roughly 30%.
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Promotional limits and stricter celebrity rules raise CPA and push operators to pivot to content and CRM.
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Short-term estimates put a modest negative impact on market activity as firms adapt.
High state levies and licensing fees bite into margins. Sports betting taxes and gross gaming revenue tax rates in places such as New York and Pennsylvania have generated large state revenues while compressing operator margins to single digits. Licensing fees range from about $500,000 in smaller states to near $10 million in larger markets, making multi-state scale a near requirement for profitability.
Operators respond by trimming marketing, cutting new-user offers, and optimizing portfolios. Some exits and asset sales showed how heavy taxation and surcharge regimes can shape market structure. Large operators like BetMGM and Caesars pursue scale through iGaming and cross-state operations to offset fees and taxes.
Responsible-gaming scrutiny is rising across regulators and the public. Pilot responsible-gaming programs in New Jersey, Michigan, and Massachusetts test interventions. Tools such as deposit limits, reality checks, and self-exclusion are now standard. AI-based monitoring and age-verification services from firms like ID.me, Jumio, and Onfido reduce underage access while adding onboarding friction.
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Reality checks and mandatory messaging change the tone of acquisition creative.
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Self-exclusion and stronger limits shift lifetime value calculations for new customers.
Data privacy compliance and legal risk create extra costs and uncertainty for product design. California’s CCPA and similar rules force tighter controls on data flows, tracking, and targeted advertising. That raises compliance bills and slows some personalization efforts.
NIL lawsuits and athlete image rights disputes add another legal layer. Actions involving player data and endorsements highlight exposure for fantasy and betting platforms that rely on player stats and likenesses. Regulatory uncertainty around prediction markets and crypto-enabled wagering further limits where and how new products launch.
The combined effect of advertising curbs, sports betting taxes, licensing fees, responsible gaming mandates, and data rules shapes product choices and market entry. Firms must balance growth with compliance while navigating evolving rules that affect acquisition, margins, and innovation.
Where public bettors are concentrating and demographic shifts
The U.S. betting market remains clustered in legalized sports betting states with the largest ecosystems capturing most volume. New York sports betting and New Jersey handle rank among the highest-handle states, with Pennsylvania, Michigan, and Illinois filling out the top tier. Newer jurisdictions such as Ohio and Massachusetts are expanding rapidly but still trail the market leaders.
Market scale favors incumbents. FanDuel, DraftKings and BetMGM benefit from network effects, marketing reach and retail partnerships. FanDuel and DraftKings report strong quarterly revenue numbers and command a large share of handle, which reinforces concentration in the highest-handle states.
Demographic change is notable. Female sports bettors are rising as a share of the base, supported by targeted campaigns like Caesars’ promotions for women and WNBA partnerships. The American Gaming Association shows a clear uptick in female participation, which operators view as a growth channel.
The age profile is shifting toward younger cohorts. The 25-40 age segment supplies much of the revenue today, while under-25 growth is the fastest-paced group despite age-verification limits. Firms use identity vendors such as ID.me and Jumio for compliance, which can create onboarding friction but reduce underage access.
Preferences vary by demographic. Younger bettors gravitate to social features, streaming-integrated experiences and hybrid wagering that blend sportsbook, casino and social play. These preferences drive product innovation and cross-sell strategies that lean on iGaming crossover and bundled offerings.
Platform choices reflect usage patterns. Mobile-first betting dominates day-to-day wagering, while desktop is more common for deep account work. App usage statistics show higher session frequency on phones, with clear differences in iOS vs Android betting behavior that operators monitor to optimize promotions and UI.
Streaming in-app features and micro-betting keep single-device engagement high. League integrations and live feeds convert viewing time into in-play action, which supports higher lifetime value among users who favor real-time interaction.
Prediction market growth and alternative products are changing the product mix. Polymarket adoption and other platforms offer nontraditional markets that attract traders and speculators, creating overlap with sportsbook users and inviting cross-pollination of audiences.
Cross-product strategies matter. Firms with large digital audiences, including e-commerce entrants, can convert customers by pairing wagering with other services. That blending of offerings fuels hybrid wagering models and strengthens the iGaming crossover that many operators cite as a path to higher margins.
For further demographic breakdowns and clinical-style sampling details, see a recent study on bettor subgroups carried out among Ontario adults here.
Operator strategies and industry dynamics that keep public bets rising
Operators lean on media partnerships and distribution to expand reach. DraftKings’ embedded ESPN content and BetMGM’s X integration cut acquisition friction and put odds inside existing audiences. These media partnerships turn broadcasts and social timelines into direct acquisition funnels that traditional ads cannot match.
Product diversification also strengthens margins and engagement. iGaming, live dealer tables, and branded slot content deliver steadier revenue and higher EBITDA than pure sports books in many states. Michigan’s iGaming figures and BetMGM’s margin differentials show how mixing casino and sportsbook products improves unit economics and keeps customers active across verticals.
Loyalty programs, payments upgrades, and personalization drive retention. Tiered rewards, wallet-linked promotions, instant deposit rails and PayPal-style transfers reduce churn and raise lifetime value. Dynamic pricing and tailored offers tied to betting history make each user more valuable over time.
Scale, acquisitions and tech experimentation secure long-term resilience. National footprints let operators amortize high acquisition costs, while moves like Fanatics’ cross-selling after the PointsBet deal highlight low-cost growth paths. Meanwhile, operators pilot blockchain payments, AR/VR interfaces and AI personalization, and explore adjacent markets such as prediction platforms to diversify growth. Finally, investing in responsible-gaming and compliance helps preserve market access as advertising and regulatory pressure tighten.
