Sports Betting: United States Sees 62% Rise in Unique Visitors to 59 million over Past 12 Months

January saw 64% growth in monthly visits in lead up to the Super Bowl

With the Super Bowl taking place on February 12, 2023, we took a look at sports betting in the U.S. Similarweb data shows strong growth, likely aided by the World Cup and a strong slate of NFL playoffs leading up to the big game between the Kansas City Chiefs and Philadelphia Eagles.

Key takeaways

• Unique visitors to U.S. sports betting sites rose 62% over the past 12 months, averaging 59 million.
• Total visits were 266 million, an increase of 64% over the prior year’s total of 162 million.
• Total visits over the past 12 months were 2.0 billion, up 16% from the prior twelve months’ total of 1.7 billion.
• Market leaders in the U.S. include DraftKings (14.6 million average visits), Fanduel (11.4 million), and BetMGM (5.0 million).

Interest in sports betting rising in the U.S.

The past 12 months in the U.S. saw strong growth in the U.S., weighted more heavily toward the end of 2022 and into the start of 2023, likely driven by World Cup 2022, the NFL playoffs, and the lead-up to the Super Bowl.

January 2023 saw an increase of 64% in total visits, hitting 266 million, up from 162 million in the prior 12 months. There is a large difference in unique visitors and total visits, reflecting the fact that sports bettors tend to visit a site multiple times.

DraftKings leads sports betting in the United States

DraftKings takes the lead in the field within the U.S., with 14.7 million monthly visits and 4.6 million monthly unique visitors, followed by fanduel (11.4 million monthly visits and 3.0 million monthly unique visitors) and BetMGM (5.0 million and 1.8 million). The global leader, bet365, appears in fourth place in the U.S. with 4.9 million monthly visits and 1.2 million monthly unique visitors.

Sports betting remains a male-dominated activity, and skews younger

Similarweb demographic data on sports betting in the United States shows 75% of visitors are male, and the sector skews younger, with the leading demographic categories ages 25-34 (26%) and 18-24 (25%).

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Contact: For more information, please write to press@similarweb.com.

Citation:  Please refer to Similarweb as a digital intelligence platform. If online, please link back to www.similarweb.com or the most relevant blog post.

Report By: Jim Corridore, Senior Insights Manager

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.