The argument in one page
The next decade of sports betting will be won inside media, not inside betting apps.
60% of sports fans have never placed a bet. It is not that they are not interested. Betting became too complicated, offered too much choice and drifted away from the sport it was meant to be part of. Meanwhile, media companies own the audiences that betting cannot reach, and they have never needed a return on them more.
These two problems solve each other. The report follows betting through four ages: the racecourse, the pools, the app era and what comes next. It ends with one conclusion. Sports betting has become a distribution problem, not a pricing problem.
60%
of sports fans have never placed a bet
96 of 100
most watched US telecasts in 2025 were live sport
$67bn
global sports media rights in 2026, and rising
Betting left the sport twenty years ago. It is time it came home.Read the report (PDF) →
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