Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.

Sports betting apps are now mainstream in the US. Since legalization, a wave of new bettors has put betting platforms front and center in sports media. EMARKETER projects the number of US online bettors will cross 50 million in 2026.

Amazon is expanding its Prime Video live sports push through major deals with the National Basketball Association (NBA). For advertisers, the betting landscape, combined with mounting options to advertise in live sports, offers opportunities to connect with highly engaged and passionate audiences as platforms expand.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women’s sports and betting apps provides marketers with opportunities to reach new audiences.

Sports betting is on a roll: Quarterly results show growth catalysts, signaling opportunities for platforms and advertisers.

As sports wagering grows its digital footprint, ad spending by the gambling industry levels off.

DraftKings bets on star-studded marketing: Kevin Hart and Ryan Fitzpatrick star in a new ad campaign offering incentives to new users as competition heats up.

As sports gambling becomes legal in a growing number of US states following the Supreme Court’s landmark decision in 2018, the industry is rolling past obstacles and raking in billions from a rising pool of bettors.

It looks like gambling is coming to ESPN: Disney is reported to be close to striking a deal with sportsbook DraftKings.

Streamers won't sacrifice their brands for sports rights: Disney is keeping gambling at arm’s length while Apple and Amazon run from a Saudi golf deal.

Sports betting’s ad cooldown won’t be permanent: A year of hefty spending might have DraftKings slowing down, but sports will persist through a recession.