WSN’s 2026 US Sports Betting Census: Key Trends & Behaviors

At WSN, we closely monitor the shifting landscape of the US sports betting industry. While operator earnings calls tell one side of the story, the most important data comes directly from the source: the bettors themselves.

To better understand the current state of the market, we conducted our very own US Sports Betting Census for 2026, a comprehensive study analyzing the habits, preferences, and pain points of active sports gamblers across the country.

The results paint a picture of a rapidly evolving consumer base. One that is increasingly sophisticated, financially motivated, and focused on high-upside entertainment.

Here are the key findings from the study.

Methodology

• Survey Instrument: Anonymized online quantitative questionnaire.

• Sample Size: 2,500 respondents.

• Demographics: US Residents, aged 21+, who have placed at least one online sports wager in the last 12 months.

• Geographic Distribution: Weighted to reflect the population distribution of key legal betting states.

• Data Collection Period: November 2025.

1. The "Money In, Money Out" Mandate

When analyzing why bettors choose a specific platform, the data reveals a purely transactional relationship between the user and the operator.

The study found that 42% of respondents cited the "Welcome Offer" as the primary driver for joining a new sportsbook. However, while bonuses drive acquisition, logistical friction drives churn. 45% of bettors cited "Slow Payouts" as the number one reason they would abandon a sportsbook - ranking it significantly higher than app glitches (38%) or poor customer service (5%).

The Insight:

The modern bettor treats sportsbooks as financial utilities. There is little tolerance for friction. The data suggests that while a massive marketing budget can acquire a customer, only operational excellence (specifically regarding withdrawal speed) can retain them.

2. The Rise of the "Mercenary" Bettor

Brand loyalty appears to be a thing of the past. As the market matures, users are becoming increasingly "platform agnostic," treating sportsbooks as interchangeable tools to find the best price or deal.

The survey revealed that 54% of American bettors actively maintain funded accounts at 2–3 different sportsbooks, with only 28% identifying as "loyal" to a single app.

The Insight:

This "Line Shopping" behavior indicates a smarter consumer base. Bettors are no longer tied to a brand identity; they are "Mercenaries" actively hunting for the best odds, boosts, and promotions available on any given night.

3. "SGP is King": A Shift to High-Variance Entertainment

Perhaps the most significant behavioral shift is the dominance of the Same Game Parlay (SGP). The era of the standard point-spread wager being the default bet is ending.

41% of respondents listed the SGP as their preferred method of betting, outpacing straight bets (32%) and traditional parlays (15%).

The Insight:

This signals a shift in psychology from "investing" to "entertainment." The popularity of SGPs suggests that the average bettor is prioritizing the thrill of a high-odds, low-probability "lottery ticket" payout over the grind of traditional handicapping.

4. The "Safety Blanket" Paradox

A distinct gap exists between bettor sentiment regarding safety and their actual behavior.

• Sentiment: 56% of respondents rated responsible gaming tools (such as deposit limits and cool-off periods) as "Very" or "Extremely" important when choosing a book.

• Behavior: Only 19% of respondents have ever actually utilized these features.

The Insight:

Bettors view responsible gaming features as a "Safety Blanket." They want the assurance that the platform is safe and compliant, but they rarely wish to impose actual restrictions on their own gameplay. The presence of the tools is a trust signal, even if the usage is low.

5. The "Weekend Warrior" Reality

Despite the saturation of daily sports betting content, the data shows that actual betting volume is highly concentrated.

• 44% of bettors place wagers only 1–2 times a week.

• Only 14% of bettors place wagers daily.

The Insight:

The "Daily Grinder" represents a niche minority of the market. The vast majority of betting handle is driven by recreational players engaging specifically with marquee weekend events (NFL Sundays, College Football Saturdays, and major UFC cards).

A Note on the 'Prediction Market' Boom

Astute industry watchers will notice one glaring omission from this year's Census: Prediction Markets.

While 2025 has undeniably been the breakout year for exchange-based wagering - with volume exploding on everything from political outcomes to player prop "shares" - we made a conscious decision to exclude them from this specific dataset.

The reason is structural. Unlike traditional sportsbooks, which operate within a geofenced, state-by-state regulatory patchwork, prediction markets operate on a national scale across all 50 states. 

To accurately profile that audience requires a vastly larger, nationwide sample size that differs from the targeted methodology used for regulated sports betting states. We view the Prediction Market economy as a distinct ecosystem from the traditional Sportsbook model, and we plan to address it in a dedicated follow-up study at a later date.

Conclusion

The 2026 US Sports Betting Census confirms that the US market has moved beyond its early adoption phase. The average bettor today is price-sensitive, intolerant of slow withdrawals, and heavily favors parlay-based entertainment products.

For the industry, the message is clear: Brand prestige matters less than product execution. For the bettor, it confirms that shopping for lines and demanding faster payouts is not just a personal preference, it is the new standard.

For media inquiries or access to the full dataset, please contact press@wsn.com.