Rascasse Audience Intelligence

Sports betting Audience in United States

A data profile of the people who buy, follow and care about Sports betting in United States — modelled from more than twelve digital signal sources. Sports betting has an estimated audience of 10,027,881 people in United States.

#2282among Topic in United States#72in Games

The average Sports betting fan in United States is 41.4 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Stake, Silks, BetMGM, with strongest over-indexing on Stake (42.89× the country average).

Demographically, the Sports betting audience skews more male with an average age of 41.4, and over-indexes on personality traits such as Risk Appetite, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Sports betting fan in United States is more male, around 41.4 years old, with strong Risk Appetite tendencies and a notable affinity for Stake.

Category: Games · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Sports betting profile in United States.

Audience size
10M
in United States
Gender
31.0%♀
69.0% male
Age
41.4
average years
Country rank
#3570
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sports betting fans

31.0% are female, 69.0% are male, average age 41.4.

Fig. 02

Gender split

31.0%
Female
69.0%
Male
Demographic split for Sports betting audience in United States
MetricValue
Female31.0%
Male69.0%
Average age41.4
Estimated audience size10,027,881
Fig. 03

Age distribution

Ø 41.4
average years
Age distribution of the Sports betting audience in United States
Age bracketShare%
16-1914%
20-2920%
30-3920%
40-4920%
50+26%
Fig. 04

Worldwide distribution

13.6%

of the worldwide Sports betting audience comes from United States.

Worldwide audience distribution share by country for Sports betting
CountryShare
United States13.6%
India12.1%
United Kingdom8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Sports betting audience in United States is strongest.

Fig. 05

Top regions by affinity

Sports betting fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~200K2.15×
02Nevada~200K1.63×
03Hawaii~70K1.54×
04Louisiana~200K1.28×
05Nebraska~60K1.15×
06Missouri~200K1.14×
07North Dakota~20K1.14×
08Alabama~200K1.13×
09New Jersey~300K1.10×
10Ohio~300K1.09×
11Georgia~300K1.09×
12Washington, District of Columbia~30K1.09×
13Florida~700K1.08×
14Kansas~80K1.06×
15New York~600K1.05×
16Montana~30K1.04×
17Iowa~90K1.03×
18Delaware~30K1.03×
19Wyoming~20K1.02×
20California~1M1.00×
21Kentucky~100K1.00×
22Rhode Island~30K0.99×
23South Dakota~20K0.99×
24Pennsylvania~300K0.98×
25Indiana~200K0.98×
26Colorado~200K0.98×
27Washington~200K0.97×
28Massachusetts~200K0.96×
29Wisconsin~100K0.96×
30North Carolina~300K0.94×
31Tennessee~200K0.94×
32Connecticut~90K0.93×
33Illinois~300K0.92×
34Arizona~200K0.92×
35Minnesota~100K0.92×
36Virginia~200K0.91×
37Michigan~200K0.90×
38South Carolina~100K0.90×
39Arkansas~70K0.89×
40Maryland~200K0.88×
41New Hampshire~30K0.88×
42Oregon~100K0.87×
43Texas~700K0.86×
44Oklahoma~90K0.84×
45Idaho~40K0.83×
46West Virginia~40K0.80×
47Alaska~20K0.78×
48Utah~70K0.75×
49New Mexico~40K0.75×
50Maine~30K0.74×
Fig. 06

Affinity by region

Affinity by region — Sports betting, United States
0.74×1.00×2.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Sports betting audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sports betting audience
#·InterestCategoryAffinity×
01StakeGames42.89×
02BetanoGames40.27×
03SilksBusiness & Career26.58×
04BetMGMGames25.59×
05Exame Nacional do Ensino MédioBusiness & Career17.95×
06Mobile gamblingGames15.04×
07Fantasy sportSports7.46×
08FanDuelSports7.14×
09Hair ExtensionsBeauty & Wellness5.30×
10Lip glossBeauty & Wellness5.11×
11RobloxGames4.17×
12AfrobeatMusic & Radio3.54×
13NFL NetworkSports2.63×
14AtlantaTravel & Leisure2.57×
15SoccerSports2.46×
16ColorHome & Garden2.25×
17ShoesFashion & Accessoires1.97×
18FIFA World Cup 2026Sports1.81×
19Alcoholic beveragesFood & Beverages1.78×
20BeautyBeauty & Wellness1.75×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sports betting audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Sports betting audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.64×
Design AffinityPREMIUM1.54×
Early Adopter MentalityPOWER1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sports betting audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.66×
Community OrientationOPEN0.69×
Price SensitivityPREMIUM0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sports betting have in United States?

Sports betting has an estimated audience of 10,027,881 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Sports betting fans?

31.0% of Sports betting fans are female, 69.0% are male, with an average age of 41.4 years.

03

Which brands do Sports betting fans like most?

Sports betting fans show strongest brand affinity for Stake (42.89×), Silks (26.58×), and BetMGM (25.59×) over the country average.

04

Where do Sports betting fans live in United States?

Sports betting fans in United States are most concentrated in California (reach ~1M), Texas (reach ~700K), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Sports betting fans also like?

Beyond Sports betting itself, the audience over-indexes on Silks (26.58×), BetMGM (25.59×), Hair Extensions (5.3×), and Mobile gambling (15.04×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Games audiences in United States

See Sports betting audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Sports betting. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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