The shifting face of sports betting: Who bets on what and why?

Sports betting is a favourite past time to players coming from different geographies, platforms, and demographics. As such, fans of different sports show unique bettor profiles in terms of age, gender, income, and behaviour.

Recent data from YouGov, industry sources, and regional reports from different countries all over the world help us paint a clear picture of the modern bettor.

We'll talk about all betting favourites, but let's start with a closer look at one of the sport’s more niche, yet surprisingly valuable, betting communities: tennis.

UK tennis bettors: young, wealthy, and willing to spend

Although horse racing and football are leading as the top sports to wager on, tennis remains a betting favourite in the UK as it keeps its position in third place. As per YouGov, 12% of gamblers placed a bet on tennis within the past 12 months.

Let’s look at some of the demographics that make up a UK tennis bettor.

• 52% of bettors are between 18 and 34 years old, with only 13% over 55.
• Males are more likely to place a bet.
• Tennis attracts high-profile bettors with 39% falling into higher-income brackets.
• These bettors are usually big spenders, with 14% spending over £500/month on gambling.

Tennis might not draw the same volume of bettors as sports like football, but to be honest, the bettors it does attract are valuable. Major tournaments like Wimbledon are prime opportunities for operators, particularly a goldmine.

Football reigns supreme, but other sports carve niches

Other sports like golf, boxing, rugby, and cricket also attract wagers, but their audience appears to be older, with a smaller bet amount.

Meanwhile, over in the U.S., it’s a completely different ball game with betting trends reflecting similar demographic preferences, but with a local sports twist.

U.S. bettors: Tech-savvy, young, and diversified

In the U.S., sports betting has climbed with legalisation across many states. Traditionally, men are more likely to spend more on betting, while women stay involved, but more in formats that highlight social interaction and community engagement.

Both men and women participate actively, though their approaches are different. Plus, 65% of bettors are aged between 25 and 44.

As for the younger demographic, particularly those under 35, they tend to move more toward action-packed betting opportunities. Think NBA, soccer, esports, or fantasy sports betting, those kinds of digital-first, high-energy environments that hold their attention.

South Africa: Soccer and rugby lead a booming betting market

Soccer sits tightly at the top of South Africa's sports betting market, with huge interest in the local leagues. That being said, it remains the major global tournaments, especially the UEFA Champions League, that really drive the majority of betting volumes.

Not far behind is rugby, especially when the Springboks are on the field. The major tournaments and national matches typically spark a spike in both the number and value of wagers placed. Cricket completes the circle of what many refer to as South Africa’s “big three” sports betting markets.

What drives bettors? Entertainment, income, and accessibility

The reasons for betting are all over the map. Some bettors see it as entertainment, others feel emotionally connected to their teams and want a stake in the outcome.

And then there are those, especially in regions facing financial difficulties, who see it as a possible way to supplement their income.

Technology has significantly increased the accessibility of betting. With everyone carrying smartphones and with mobile networks that are getting faster, bettors can check and calculate sports odds and place bets anytime, anywhere.

Not to mention that elements such as in-play betting, live streaming, and gamified app features are particularly effective at attracting a younger audience.

The regulatory environment is complicated. Not every state allows online betting, so these platforms have to navigate a confusing map of state-by-state legal requirements while they figure out where and how they can actually operate.

One industry, many faces

The sports betting industry is vast, diverse, and increasingly subtle. While football remains the mass-market entry point, niche sports and emerging trends offer higher margins and more engaged users.

Operators, media, and regulators must tailor their approaches, as they must offer different messages, products, and protections to a wider selection of bettors.