Reports Sports

Q1 2020 UK Sports Betting Consumer Engagement Snapshot

Report by Tim Mulligan and Alistair Taylor
Cover image for Q1 2020 UK Sports Betting Consumer Engagement Snapshot
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Methodology: This mini report is a review of trends and data on sports betting from XXX 2019 to XXX 2020 in the leading English-speaking markets of the US, UK, Canada, and Australia, with a focus on UK sports betters. MIDiA Research conducts quarterly surveys in key markets to gain insight into self-reported consumer trends in sports engagement through content, merchandise and fandom.

Key Insights

  • The UK has the highest penetration for sports betting, rising from XXX in XXX 2019 to XXX in XXX 2020
  • UK sports betting engagement peaks among the XXX year old age group at XXX The XXX demographic also accounts for the largest number of sports betters at XXX of the total segment
  • UK sports betters over index compared to the consumer average for income among the XXX plus range
  • UK sports betters over index for both streaming behaviours and linear TV consumption; they’re more over twice as likely as the consumer average to have multiple digital subscriptions
  • UK sports betters over index for Android usage but under index for iOS usage
  • UK sports betters are twice as likely as the consumer average to view the English Premier League and the UEFAS Champions League
  • Sports betting is an area of increased focus for leagues looking to offset the XXX collapse in broadcast rights revenues 

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