Football, the most wagered on sport in the U.S., stands poised for a potentially record-breaking season in 2024. According to the “Insights 2024-25 Consumer Reports on NFL Wagering Intentions” by Optimove, a notable increase in betting activity is anticipated, with 71% of bettors planning to place more than one NFL bet per week, a rise from 63% last year. Additionally, 43% of bettors expect to make several NFL wagers per week, up from 37% in 2023.
The study further delineates the betting patterns, revealing that almost a third (32%) of NFL bettors place wagers between $11 and $50 per bet. At the lower end, 5% of bettors wager between $1 and $5, while another 5% play high stakes, wagering over $500 on a single bet. Mobile technology continues to dominate the betting landscape, with 81% of bettors using mobile applications or websites to place their wagers.
In a market largely controlled by FanDuel and DraftKings, the study offers a glimpse of hope for other operators. About 68% of bettors utilize at least three different betting apps weekly. While FanDuel (22%) and DraftKings (24%) top the list of preferred platforms, a significant 23% of bettors in 2023 had no brand preference, suggesting brand loyalty in NFL sportsbooks remains volatile.
Bettors prioritize promotions, free bets, and ease of use over branding when choosing a mobile app. Superstition also plays a role; 42% of respondents stopped using particular betting apps because they felt their luck had run out.
Ahead of the 2024 season, there is also a rising interest in in-game or live wagering, with 85% of bettors planning to try it. Live betting necessitates robust technology to keep pace with the rapid demands, posing both an opportunity and a challenge for operators.
Despite concerns about declining credit scores and bettors selling investments to fund their habits, many are trying to exercise restraint. Approximately 90% of respondents have set football betting budgets, whether they are established before the season, monthly, or weekly. Nevertheless, two-thirds concede they may bet more than they can afford to lose.
Awareness of resources for problematic wagering exists, but experts believe states could better promote these services. Keith Whyte, Executive Director of the National Council on Problem Gambling (NCPG), points out that states have not been proactive enough in setting protections for citizens. Encouragingly, 94% of respondents believe their sports betting site has good responsible gambling practices in place, suggesting sportsbooks are stepping up to promote responsible betting.
