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State of the Screens

Sports betting short term pain could be long term gain

By March 25, 2020No Comments

Sports betting on NCAA March Madness (YoY growth) according to the American Gaming Association:
1) 2019 – $8.5B
2020P – $10.0B ( 18%)

Quote from Chris Ripley – CEO @ Sinclair Broadcast Group:
“Sports betting we think will have large new revenue pools associated with them. We think ultimately they will be bigger than advertising — not as big as subscriptions — but it also helps viewership, which helps advertising and viewership, which helps you with your MVPD negotiations…”

Estimated sports betting wagers (YoY growth) according to Activate Consulting:
2017 – $5B
2) 2018 – $7B (↑ 40%)
3) 2019P – $13B (↑ 86%)
4) 2020P – $31B (↑ 138%)
5) 2021P – $63B (↑ 103%)
6) 2022P – $102B (↑ 62%)
7) 2023P – $149B (↑ 46%)

What the future could look like with betting information integrated into the game itself.

Why this matters: Nielsen estimates that TV rights fees will increase by 18%, and 32% of NFL bets are placed during the game.

Quote from Scott Warfield – Managing Director of Gaming @ Nascar:
“If we can get our fans to watch for another 15, 30, 45 minutes, obviously, what does that do for Nielsen ratings and then our next TV negotiations in ’23, ’24?…It’s all about engagement.”

Interest in sports betting if legalized according to Civic Science:
1) 25-34 – 29%
2) 18-24 – 27%
3) 35-54 – 22%
4) 55+ – 14%
5) 18+ – 21%

More #1: Gambling will overwhelm sports media in 2020

More #2: Barstool and Penn National execs share new details about their blockbuster $163 million deal, from the first meeting in July to plans for a new betting platform

More #3: Wall Street Wades Into Sports Gambling as Legalization Spreads

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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