BetZillion, a top source for sports betting insights, released its 2025 Sports Betting Demographics Research. This report looks at how bettors handle their money, how much they spend, and how the public sees the industry. Using global surveys and exclusive data from betting brands, it offers a detailed view of the current betting industry.
Sports betting demographics research by BetZillion
The sports betting industry is growing fast, with more people placing bets in different parts of the world. But who bets, how often, and how much they spend varies by country, age, and gender. Understanding these differences helps show important trends in the industry.
BetZillion’s 2025 Sports Betting Demographics Research brings together the latest data and expert insights to explore how betting habits are changing worldwide.
Below is a preview of the research, covering topics like betting trends, spending habits, and public perception. For the full report with detailed analysis and exclusive data, visit BetZillion’s website.
Financial aspects of sports betting
The amount of money bettors spend depends on income levels, economic conditions, and betting culture. Some regions have high-value wagers, while others see more frequent but smaller bets.
- High-income countries (United States, UK, Italy) have bettors who place larger wagers, leading to higher annual revenues.
- In 2023, the US betting market recorded $119 billion in wagers.
- Italy and the UK generated €13 billion and $11.7 billion, respectively.
- Emerging markets (Nigeria, Kenya) have many active bettors, but their individual bet sizes are smaller due to lower disposable income.
- Nigeria’s betting industry generates about $2 billion annually, despite a high number of participants.
Financial awareness among bettors
Some bettors carefully track their gambling expenses, while others bet without financial planning. The research highlights clear differences:
These numbers show that financial responsibility varies across regions, emphasizing the need for responsible gambling tools and financial education to help bettors manage their money wisely.
Public perception & Awareness
Public opinion about sports betting varies across different countries and is shaped by culture, advertising, and regulations. In countries where betting is widely advertised and accessible, such as the UK and Australia, discussions on responsible gambling and regulation are common. 73% of people in the UK believe betting can negatively impact family life, and 62% think gambling should be discouraged.
In contrast, in countries where betting is more restricted or not heavily marketed, public perception tends to be more neutral or negative. In the US, 33% of people think sports betting is harmful to sports, while 49% have no strong opinion on it. In Canada, 45% of people are aware of sports betting, but 35% do not follow it closely.
Meanwhile, in Africa and South America, sports betting is widely accepted as part of the sports culture. In countries like Kenya, Nigeria, and Peru, betting is seen as a normal activity among sports fans, and a growing number of people engage in frequent betting. However, as the industry grows, discussions about responsible gambling and financial risks are becoming more relevant.
Exclusive insights from betting brands: Key trends in sports betting
BetZillion’s research goes beyond surveys—it includes exclusive data from eight major betting brands, offering real insights into who bets, how often, and why. This insider information provides accurate statistics straight from industry operators, making this study one of the most detailed on sports betting habits.
Who bets the most
A key finding is that young adults aged 18-35 dominate sports betting worldwide. This trend is especially strong in Africa and North America, where mobile and online betting have surged.
- Kenya: 76% of bettors are aged 18-35.
- South Africa: 70% fall into this group.
- United States: 69% of bettors are young adults.
This data highlights how younger generations are driving the sports betting industry, influenced by technology, mobile apps, and social media engagement.
How often people bet
Betting behavior varies widely between casual and frequent bettors. Some place small bets often, while others bet larger amounts less frequently.
| Country | % of People Who Bet Regularly | Betting Frequency Trends |
| France | 70% bet at least once per year | Casual betting is more common. |
| Kenya | 63.8% bet frequently | Betting is a part of daily life. |
| US & Canada | Only ~8% bet monthly | Strict regulations limit betting activity. |
In markets with strict gambling laws, betting is less frequent, while in regions with easy sportsbook access, betting is a regular activity.
Why people bet
People bet for different reasons—some see it as entertainment, while others treat it as an investment. More young bettors are using strategy and data analysis to make informed bets, treating gambling like a financial opportunity rather than just a pastime. In the UK, 86% of bettors consider betting an investment, with 79% of them aged 18-24. In the United States, nearly 50% of bettors, mostly Gen Z and Millennials, also see it as a way to make money. This trend is driving sportsbooks to adapt, offering more analytical tools and strategic betting options to attract data-driven players.
Main insights from the research
- ✔ Young adults are the most active bettors, especially in Africa and North America.
- ✔ Betting frequency depends on regulations, with fewer bets placed in restricted markets.
- ✔ More bettors are treating gambling as an investment, rather than just entertainment.
By understanding these trends, bettors, businesses, and regulators can better navigate the evolving sports betting market.
Why financial awareness and public perception matter
How people manage their betting money and how they view gambling affects the future of sports betting. In countries where people have better financial knowledge, bettors are more likely to track their spending and set limits. But in places with less financial education, some struggle to control their betting habits.
At the same time, public opinion shapes gambling rules. In countries where people worry about gambling risks, betting sites must offer:
- Spending limits to stop big losses.
- Self-exclusion options for those who want to take a break.
- Financial tracking tools to help people manage their money.
In places where betting is widely accepted, there are fewer restrictions, and people bet more often. By understanding money habits and public views, bettors can make smarter choices, and betting companies can promote safer gambling. BetZillion’s research highlights these trends, giving a clear picture of how sports betting is changing worldwide.
BetZillion: The expert in betting site reviews and trusted industry insights
BetZillion is a leading authority on betting sites operated by Spark Media LTD, providing expert insights, unbiased reviews, and in-depth comparisons to help bettors find the most reliable and secure sportsbooks. The platform offers detailed bookmaker rankings, site comparisons, and expert predictions, making it easier for users to choose the best betting sites tailored to their needs.
More than just a review site, BetZillion is a complete betting resource, offering exclusive research, industry news, and market trends. It covers financial insights, regulatory updates, and betting strategies to help both beginners and experienced bettors stay informed. With exclusive data from top betting brands, BetZillion provides insider knowledge on betting behaviors, spending habits, and customer preferences, ensuring bettors have the most accurate and up-to-date information. Whether you’re searching for the best sportsbooks, expert strategies, or the latest industry trends, BetZillion is the go-to source for trusted betting site expertise.
Conclusion: Why this research matters
BetZillion’s 2025 Sports Betting Demographics Research gives a detailed and global view of how betting is changing. Unlike other studies that focus on one region, this research looks at betting trends across different countries, age groups, and demographics. It combines data from 2023-2024 surveys with exclusive insights from betting brands, making it one of the most complete reports available.
This research is also interactive, with graphs and visuals that make it easy to understand. These charts can be used in other articles and reports, helping bettors, industry experts, and policymakers stay informed. As sports betting continues to grow, having the latest data and trends is more important than ever, and BetZillion’s research provides the most accurate and up-to-date insights.