Highlights from the study include…
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Americans are more likely to sports bet and play fantasy than Canadians.
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There are an estimated 77M sport bettors in America, and 6M sports bettors in Canada, and 61M and 5M fantasy players, respectively.
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Betting on sports is anticipated to grow in North America across all major leagues in the Fall season.
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NHL is the top sport to bet on or play fantasy sports with among Canadians. NFL is the main sport among Americans for both activities.
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Canadians’ sports betting spend is decreasing, while Americans’ betting spend is increasing.
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A majority of Canadian and American sports bettors watch the game live if they placed a bet on that game.
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Sports viewership and media consumption increases among Canadians after starting to bet, and even more so among American bettors.
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More Canadians who have seen sports betting ads feel there are too many advertisements compared to Americans.
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A higher portion of Canadians who have seen sports betting ads agree it is not appropriate to have celebrities in the ads compared to Americans who recall ads.
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Seeing celebrities in sports betting ads does not make most Canadians or Americans visit that website more.
Methodology
This web survey on the economy was conducted from September 6 to 8, 2024, with 1,521 Canadians and 1,004 U.S. residents, 18 years of age or older, randomly recruited from LEO’s online panel.
A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison purposes, a probability sample of this size yields a margin of error no greater than ±2.51%, (19 times out of 20) for the Canadian sample and ±3.05%, (19 times out of 20) for the American sample.