Rascasse Audience Intelligence

Sportsbook Target Market in United States

A data profile of the people who buy, follow and care about Sportsbook in United States — modelled from more than twelve digital signal sources. Sportsbook has an estimated audience of 2,902,578 people in United States.

#1among Betting in United States#1086among Brand in United States#218in Games

The average Sportsbook fan in United States is 40.2 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Wisconsin.

Top brand affinities include Unibet, Gambling, Sports betting, with strongest over-indexing on Unibet (65.53× the country average).

Demographically, the Sportsbook audience skews more male with an average age of 40.2, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

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

The typical Sportsbook fan in United States is more male, around 40.2 years old, with strong Career Orientation tendencies and a notable affinity for Unibet.

Category: Games · Type: Brand · Subtype: Betting

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 Sportsbook profile in United States.

Audience size
2.9M
in United States
Gender
29.1%♀
70.9% male
Age
40.2
average years
Country rank
#10582
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sportsbook

29.1% are female, 70.9% are male, average age 40.2.

Fig. 02

Gender split

29.1%
Female
70.9%
Male
Demographic split for Sportsbook audience in United States
MetricValue
Female29.1%
Male70.9%
Average age40.2
Estimated audience size2,902,578
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Sportsbook audience in United States
Age bracketShare%
16-1914%
20-2923%
30-3921%
40-4920%
50+22%
Fig. 04

Worldwide distribution

91.9%

of the worldwide Sportsbook audience comes from United States.

Worldwide audience distribution share by country for Sportsbook
CountryShare
United States91.9%
Indonesia5.1%
Netherlands1.3%
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 Sportsbook audience in United States is strongest.

Fig. 05

Top regions by affinity

Sportsbook customers by region in United States
#RegionReachAffinity×
01Wisconsin~200K5.06×
02Nevada~100K3.62×
03Colorado~100K2.27×
04Rhode Island~20K1.71×
05South Carolina~70K1.65×
06Mississippi~30K1.45×
07Texas~400K1.41×
08Illinois~100K1.23×
09Connecticut~40K1.23×
10Nebraska~20K1.19×
11New York~200K1.18×
12California~400K1.12×
13Louisiana~40K1.03×
14Wyoming~4K1.02×
15New Jersey~70K1.01×
16Arizona~60K0.99×
17Washington, District of Columbia~9K0.98×
18Alabama~40K0.95×
19Ohio~80K0.94×
20New Hampshire~10K0.93×
21Massachusetts~50K0.91×
22Virginia~60K0.88×
23Utah~20K0.88×
24Indiana~50K0.87×
25North Dakota~5K0.87×
26Delaware~7K0.86×
27New Mexico~10K0.85×
28Alaska~5K0.83×
29Pennsylvania~80K0.82×
30Iowa~20K0.81×
31Washington~50K0.80×
32South Dakota~5K0.80×
33Oregon~30K0.79×
34West Virginia~10K0.79×
35Hawaii~10K0.77×
36Montana~6K0.76×
37Georgia~70K0.74×
38Missouri~30K0.74×
39Maryland~40K0.73×
40Kentucky~30K0.73×
41Kansas~20K0.73×
42North Carolina~60K0.72×
43Maine~7K0.72×
44Minnesota~30K0.69×
45Arkansas~20K0.69×
46Michigan~50K0.67×
47Tennessee~40K0.67×
48Idaho~10K0.67×
49Oklahoma~20K0.64×
50Florida~100K0.60×
Fig. 06

Affinity by region

Affinity by region — Sportsbook, United States
0.60×1.00×5.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sportsbook audience
#·InterestCategoryAffinity×
01UnibetGames65.53×
02Mobile gamblingGames17.14×
03Sports bettingGames8.99×
04BundesligaSports8.23×
05Online casinoGames7.97×
06Online gamblingGames7.65×
07Michigan LotteryGames5.99×
08Philadelphia PhilliesSports4.75×
09UEFA Europa LeagueSports4.37×
10World SeriesSports4.29×
11GamblingGames4.11×
12Mega MillionsGames3.12×
13Aaron RodgersSports2.93×
14CBS SportsMovies & TV2.62×
15PowerballGames2.50×
16Mixed martial artsSports2.36×
17FIFA World CupSports2.28×
18NBA FinalsSports2.07×
19Instant messagingInternet & Social Media1.65×
20T-MobileTechnology & Electronics1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sportsbook 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 Sportsbook audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.45×
Risk AppetiteTHRILL1.38×
Convenience OrientationPREMIUM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sportsbook audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.63×
Design AffinityPREMIUM0.64×
Pet OwnershipJOY0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sportsbook's target market in United States?

Sportsbook's target market in United States covers an estimated 2,902,578 people, concentrated in California and Texas.

02

What is the gender split and age of Sportsbook customers?

29.1% of the Sportsbook audience are female, 70.9% are male, with an average age of 40.2 years.

03

Which brands do Sportsbook fans like most?

Sportsbook fans show strongest brand affinity for Unibet (65.53×), Gambling (4.11×), and Sports betting (8.99×) over the country average.

04

Where do Sportsbook fans live in United States?

Sportsbook fans in United States are most concentrated in California (reach ~400K), Texas (reach ~400K), and Wisconsin (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Sportsbook fans also like?

Beyond Sportsbook itself, the audience over-indexes on Gambling (4.11×), Sports betting (8.99×), Mobile gambling (17.14×), and Michigan Lottery (5.99×) compared to the United States average.

Appendix

Explore more audiences

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

More Betting audiences in United States

See Sportsbook audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Sportsbook. 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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