2025 Sports Betting Demographics Report: Key Trends from 2023-2024 & Future Perspectives

% of sports bettors

Based on available data, the percentage of people currently engaging in any kind of active sports betting generally varies across continents and countries.

A notable trend is the rising number of bettors in the industry’s emerging markets. A case in point is Kenya, which has the largest percentage of punters according to our survey. About 82.81% of respondents from the region have, at one time or another, taken part in sports betting or are actively involved. Other African countries like South Africa (74%) and Nigeria (65%) also reveal a high percentage of sports betting participants. The regions of South America, such as Chile, Peru, and Argentina, also reflect similar growth patterns.

The increasing percentage of sports betting demographics in these regions can be attributed to several factors. These include increasing sports culture, evolving regulations, improving accessibility to online betting platforms, and economic challenges.

Surprisingly, while they have some of the most well-established sports culture and betting markets, regions like the United Kingdom and Ireland have the lowest percentage of bettors with respect to their general population, each standing at 8%. The United States of America and Canada follow closely, with 19% and 16% of punters in their respective jurisdictions. With a mature sports betting market landscape, the Oceania region shows a stable but moderately high engagement.

Undoubtedly, the varying legislation and regulatory status of online sports betting in different regions of the USA and Canada account for a lower percentage of sports bettors. As regulations within the jurisdictions continue to evolve, we expect the betting markets here to witness further expansion.

Gender Distribution

The gender distribution of bettors in the sports gambling industry is ever-evolving. Historically, the sports betting demographics have always been male-dominated, with the percentage of some markets going as high as 90% or more a few years back. However, recent consumer trends indicate a significant shift, narrowing the gender gap. Available data indicates that a growing number of women are starting to take an interest in sports wagering.

For instance, in Brazil, gambling demographics for sports betting revealed only 53% of male punters, reflecting a massive boost in female participation. Following closely are regions like New Zealand, France, and Mexico, with 62%, 64%, and 66% active male bettors, respectively.

This trend is due to a number of reasons, including the popularity of women’s sports and the increased accessibility of online betting platforms. The increasing societal acceptance of betting in many jurisdictions where it was previously nonexistent or saddled with strict regulations also plays a role in the growing interest of women in the activity.

In contrast, regions like India (88.4%), Australia (88%), Bangladesh (78%), South Africa (76.5%), and Nigeria (76%) still display a significant male majority in their sports betting scene. However, data indicates that female participation is steadily increasing in these regions as well.

Overall, our survey suggests that approximately 70% of global bettors today are male, while female participation has steadily risen to around 30%. This presents opportunities for any sports betting company to diversify their offerings and marketing strategies to engage a broader audience. A more inclusive marketing approach will undoubtedly appeal to the female demographics and produce better results in narrowing the gender gap even further.

Age Groups

Age plays a crucial role in defining demographics in global sports betting. Research reveals that people of all ages, from as young as 18 to as old as 75 and older, generally enjoy betting on sports. However, we found that the younger demographics represent the largest segment of bettors in most regions. 

In Africa, sports betting demographic age of young adults is at an all-time high. Kenya features 76% of the 18 to 35 age group, alongside South Africa with 70% and Nigeria with 41%. Many other countries like Chile (51.6%), Australia (75%), France (64%), and Spain (60%) also revealed record-high figures for active bettors between ages 18 and 34. The prevalence of younger generations in the consumer trends of sports betting is largely influenced by their tech-savvy nature. Younger consumers are more inclined to embrace online sports wagering since they can navigate and engage with mobile betting platforms more effortlessly. Notably, there is also a growing trend of sports betting participation among middle-aged and older adults, especially in regions with more established betting cultures and markets. Our survey reveals that 24% of the 18 to 34 age group, 31% of age group 35 to 54, 42% of ages 55+ bet on sports in the United Kingdom.

Similarly, the United States also reveals that a high number of middle-aged and older adults wager on sports. Various factors, such as higher disposable income in these age groups and relaxing regulations around sports betting, can explain this demographic’s increasing interest in the activity.

The overall trends suggest that the demographics of online gambling on sports are constantly evolving. While it will continue to gear towards the younger audience with higher betting preferences, the industry must also continue to cater to the older age groups that are interested.

Frequency of Betting

In our survey, we found that the frequency of sports betting also generally varies across various regions and age groups. Data indicates that frequent bettors are usually from regions with a high sports culture and more established betting markets like Europe. For example, in France, 49% of punters admit to betting on sports at least once in the last year.

Interestingly, some regions with more established sports betting cultures and markets reveal surprisingly low percentages of frequent wagerers with respect to their populations. A case in point is the USA, where only about 5.5% of respondents said they had placed sports bets at least once during the course of the previous year. In comparison, only 8% of bettors in Canada admit to betting on sports in the last three months. This low frequency of sports bets in these regions, despite their undeniably high sports culture, can be attributed to the regulatory status of online sports betting. Both countries have strict regulations regarding digital sportsbooks, and the legal status varies from one state/province to the other.

However, regions like Kenya (63.8%), Peru (59%), and Nigeria (51.7%), with a growing sports betting industry, show high percentages of frequent bettors in the last year. Besides relaxed regulations around online betting and increasing internet penetration, this high frequency can be attributed to the economic challenges faced by residents in these regions. Due to the high poverty rate and inequality, many are finding themselves turning to sports betting as a means of financial escape.

Also, the younger demographics are observed to wager on sports more frequently than the older generation. For example, in the UK, online sports betting demographic shows 77% of ages 18 to 24 and 72% of ages 25 to 34 place sports bets at least once a month. Similarly, our survey reveals a higher percentage of younger demographics between 35 and 44 (64%) bet on sports more often than the much older generations.

Public Awareness & Perception

The evolution of the sports betting landscape over the years has significantly influenced public awareness and perception of the activity. According to our research, 12% of respondents in the United States are very much aware of sports betting. 44% have heard a little, and another 44% know practically nothing about the betting scene. Similarly, 45% in Canada responded “yes” to a level of awareness of the sports betting landscape, 35% responded “no” and 20% were unsure.

Another factor that has played a role in shifting awareness and perception of sports betting is changing regulations and societal attitudes. Many regions with rigid or strict regulations regarding sports betting are starting to embrace the many potentials it has to offer, sparking changes in the societies’ attitudes to it.

However, the increasing awareness about the prospect of sports betting has also sparked major concerns about the problems it can introduce to society. According to our survey, 33% of people in the United States see sports betting as a bad thing for sports, 16% see it as a good thing, and 49% believe it’s neither good nor bad. Similarly, 34% see sports betting as bad for society, 8% see it as a good thing, and 57% sit on the fence about the issue.

73% of the online gambling market demographics in the UK in our survey see sports betting as an activity that is dangerous for family life. 62% of respondents in the region admit that they believe sports betting should be discouraged. This perception highlights the importance of responsible gambling practices within the industry. Promoting responsible gambling practices has become more important than ever before. Therefore, bookmakers and every stakeholder within the industry should see it as their duty.

Money Amount Spent on Gambling

The amount of money people spend on sports betting generally varies from person to person and region to region. Studies have revealed that bettors in high-income regions like North America and Europe typically spend more placing sports bets than in other regions. A case in point is the United States of America, which currently holds the highest market value. In 2023, the sports betting market in the country recorded approximately $119 billion spent on sports wagers.

Following closely are Italy and the UK, which both generated massive sports betting revenue of €13 billion and $11.7 billion in 2023, respectively. This high share of sports betting amount can be attributed to the developed nature of the regions’ sports scene, betting markets and culture, and better economic status. Wagerers in these regions typically have higher disposable incomes to spend on sports bets.

On the other hand, regions with emerging sports betting markets show lower spending amounts. For example, the sports betting industry in Nigeria generates an estimated $2 billion annually. Similarly, India recorded an online gambling market size valued at 2.85 billion in 2023. Although these regions showed a higher percentage of sports bettors than the US, the UK, and Italy, their spending amounts are much lower. This reinforces the opinion that economic factors like income levels, employment rates, and economic stability largely influence the spending habits of bettors in any region.

However, while the spending amounts on emerging markets are quite low, there is a notable upward growth trend. We anticipate more considerable growth in this area as the sports betting industry evolves in these regions.

% and Age of Those Who Regularly Review Their Personal Finances

An indisputable fact about sports betting is that it can have a lasting impact on the finances of sports fans and bettors. As such, the need for proper financial management for responsible betting has never been more important.

While the percentages generally vary from one jurisdiction to another, statistics revealed a high rate of financial awareness. Our survey indicates that 82% of all punters in New Zealand regularly review their personal finances. Following closely is Mexico and the UK, which revealed that 66% and 62% of bettors regularly review their personal finances. On the other hand, regions like India (40%) and, surprisingly, Ireland (45%) revealed a lower-than-average percentage of financially conscious wagerers.

Regarding age groups, different studies have shown that the larger percentage of bettors who regularly review their personal finances are Baby Boomers. These are followed closely by Generation Xers and then millennials. These demographics in sports betting are known to be more financially aware than Gen Zers, who have the lowest percentage of punters who regularly review their finances. This is further reinforced by the fact that the older demographics bet less frequently than the younger ones and are driven by better financial literacy.

However, we may soon start seeing an increasing trend in financial awareness and risk management amongst these younger demographics. This is because, more than ever, they have greater access to financial management tools and resources.

Again, it has become imperative for stakeholders in the sports betting industry to focus more on promoting financial awareness. This will lead to more responsible betting practices among all age groups.

% and Age of Those Who Are More Likely to Consider Betting as Investing

It is an undeniable fact a significant percentage of punters are involved in sports betting to earn some cash. While bettors are always encouraged to approach the activity as a source of entertainment, many see it as a means of investment. The perception of betting as an investment opportunity is a growing trend in the industry today. However, this mindset is more pronounced in the younger demographics and people in regions known for having a strong culture of financial education, such as Europe and North America.

Bettors in emerging markets like Kenya (11.2%) and Brazil (22%) tend to have much lower figures and approach betting as fun entertainment or a means to get rich quickly. Very few in these regions think of the long-term potential of betting as an investment.

In contrast, our study reveals that 86% of bettors in the UK see betting as a means of investment, and 79% of those are from the 18 to 24 age group. Similarly, sports gambling demographics in the United States show 49.8% of punters that see wagering markets as investment opportunities. Of those, 24% are Gen Z, and 22% are millennials.

Bookmakers’ Data on the Demographics of Sports Betting

We take our research into the online gambling demographics for sports a step further by obtaining stats, data, and trends from bookmakers we partner with. After all, who is better placed to tell what the demographic landscape of sports betting really is like than the ones that facilitate the services? As such, we have obtained some unique insights from various sportsbooks to provide a deeper understanding of trends, audience behaviors, and market segmentation.

In this section, we will discuss bookies’ gambling demographics data, providing expert commentary and analysis on key factors impacting the sports betting industry.

Gender Distribution

Our team of experts has gathered the latest data on the gender distribution of punters in the sports betting industry from our partner bookmakers, which we will share below.

For most brands, male bettors make up the majority, and the number often is over 70%. Betssen has the highest male presence at 95%, while Everygame shows a slightly more balanced ratio, with 25% female users. Pribet and Zodiacbet operating in connection with ZPartners, as well as EmirBet report a 60/40 split. These three brands introduce the most gender diversity in our sample. MagicWin stands out with just 10% female punters, which is a significant gap.

We believe the ratios likely depend on factors like marketing strategies, available sports, and surely regional preferences.

Age Groups

Our survey team has obtained unique and relevant info on the age distribution of bettors directly from top sportsbooks, which we display below.

Our findings reveal that the 25-34 age group is the most active one across multiple bookmakers.

• MagicWin & SpinBetter confirm that nearly 40-45% of their users fall into this range.
• Betssen sees a nearly even split between 25-34 and 35-44-year-olds.
• Everygame`s new bettors in average are 26-35 years old, while long-term clients are typically 36-45.
• ZPartners brands (Pribet, Zodiacbet) as well as Emirpartners` EmirBet mainly attract bettors aged 31 and up.

Age trends suggest that younger users more likely to prefer first-time deposits, while older bettors remain loyal over time.

Geographical Distribution

We have gathered information on the geographical distribution of punters across the globe from unique and latest data provided by our partnering bookmakers, as shared below. Overall, the global betting market is extremely vast. Most of the brands operate across multiple continents to reach the widest possible audience. While some brands focus heavily on Europe and South America, others expand into Asia, Africa, and beyond. The coverage depicts the universal globalization of sports betting industry. For a deeper understanding of target markets and restricted countries, be sure to explore our detailed bookmakers reviews.

Pribet

Zodiacbet

Emirbet

MagicWin

SpinBetter

22Bet

Betssen

Everygame

Money Amount Spent on Gambling

Monthly spending habits of sports bettors are shaped by platform positioning, demographics, and regional economics.

• MagicWin attracts high-rollers, with users wagering $500+ per month. The brand suggests a premium platform for experienced bettors, possibly with VIP programs or high-value markets.
• Betssen has a broader spending range ($20-$70). This reflects more diverse base of casual bettors.

The contrast highlights the global diversity in the industry. The balance between drawing in high-stakes players who are in seek of bigger rewards and casual bettors who wager within their means is crucial in order to reach a wide audience and maintain profitability.

Customer Interests and Behavior

Football dominates across all platforms, other significant interest is in basketball and tennis. For example, SpinBetter shows 60% of bets on football, with a smaller focus on tennis and basketball. MagicWin is more popular among high-rollers with a preference for football, horse racing, and basketball.

22Bet offers a wide range of sports, with football, tennis, and basketball leading, while niche sports like cricket and Esports also remain popular. Betssen focuses on football, basketball, and baseball.

Everygame shows strong pre-match betting on basketball and American football, with soccer and basketball leading in live betting.

Occupation

Most bookmakers don’t usually track their customers’ occupations, so there’s little data on whether bettors are students or belong to specific professions. However, we did get some insight into the audience of one of our partners.

BetZillion`s Opinion, Predictions, and Conclusions

Here are some key takeaways from the data gathered from our sports betting demographics research across different countries:

• Emerging markets in regions like Kenya, Nigeria, and South Africa, among others, reveal a higher percentage of sports bettors.
• While it’s still largely male-dominated, the gender distribution of punters in the sports betting industry is getting narrower thanks to a growing number of women taking an interest in placing sports bets.
• The younger demographics between ages 18 and 35 represent the largest segment of sports bettors in most regions across the globe.
• Regions with more established betting markets and higher income levels spend more on sports betting.
• Data reveal that younger wagerers bet more frequently than older ones.
• Younger bettors are more likely to consider betting as an investment opportunity.
• An increasing percentage of people see sports betting as a negative activity that should be discouraged.

The sports betting industry is constantly evolving, significantly shaping the online sports betting demographics and influencing the profiles of active users. The increasing proliferation of internet access and the rise of mobile betting has resulted in a significant increase in the percentage of bettors across the globe, especially in emerging markets like Africa. As technology continues to improve the accessibility and flexibility of sports betting, we expect the percentage of sports punters and frequency of bets to keep increasing steadily. Also, the percentage of older generations interested in betting on sports will increase, though the younger demographic will remain the dominant wagerers.

The increasing percentage of women taking an interest in sports betting across different regions will also result in bookmakers taking a more personalized approach to their offerings to cater to diverse needs and preferences.

Perception and awareness about the potential risks sports betting poses to society are at an all-time high, and many express negative opinions about the activity. As such, we expect that responsible betting will be more prioritized in the industry, with renewed steps being taken to promote it further.

Overall, it has become imperative for bettors to be proactive in understanding how demographics in the sports betting scene impact market shifts to adapt to new trends. You must learn to adjust your betting strategies to capitalize on emerging opportunities. This includes staying abreast of regulatory changes and technological advances that impact betting. It also involves leveraging data analytics and embracing tools that provide deeper insights into odds and trends to ensure smarter and more strategic wagers. Emerging opportunities also lie in legalizing betting markets in untapped regions, giving punters access to new sports and leagues.