Survey: Sportsbook Promotions Most Influential Among Younger U.S. Bettors

As U.S. sportsbooks prepare for another major betting cycle, new survey data suggests promotional offers are having their strongest impact on younger bettors - particularly those under 35.

In a nationwide survey of 2,000 U.S. sports bettors, more than half of respondents said sportsbook promotions or app features have encouraged them to wager more than originally planned. The influence, however, is far from evenly distributed.

Key Findings

• 56% of U.S. sports bettors say promotions or app features have encouraged them to bet more than planned
• That rises to 70% among bettors aged 21-24
• 64% of 25-34-year-olds report the same
• Promotional influence declines steadily with age, falling to 36% among 55-64-year-olds
• Two-thirds of respondents were aged 25–44 - the same demographic most likely to report being influenced by promotional offers
• 24% of 21-24-year-olds say they bet to supplement income (23% among 25-34-year-olds)
• Around 1 in 10 bettors aged 21-34 report falling behind on bills due to betting in the past year

Promo influence by age

Question:Have promotions or app features ever encouraged you to bet more than you planned?

The data shows a clear generational gradient. Promotional influence is strongest among bettors aged 21–34 and declines steadily through middle age.

While bettors 65+ show a modest rebound, the overall pattern is consistent: younger adults are significantly more likely to report that bonuses, boosts, and in-app features encouraged them to increase wagering beyond their original intentions.

This concentration also aligns with broader market composition. Two-thirds of survey respondents were aged 25–44 — the same demographic reporting the highest levels of promotional influence. The overlap suggests that promotional mechanics may be shaping wagering behavior within the industry’s core active segment, not solely serving as acquisition tools.

U.S. sportsbook operators spent heavily on promotional incentives in the years following legalization as companies competed for market share. More recently, many operators have emphasized profitability and moderated promotional spending. The survey suggests that even in a more disciplined promotional environment, bonuses and in-app incentives remain highly influential among the youngest segment of active bettors.

Income-Related Motivations Skew Younger

The survey also examined why bettors place wagers.

While entertainment remains the dominant motivation across all age groups, younger bettors were more likely to describe betting as income-adjacent.

Question:
Which of the following best describes your reason for betting? (Select all that apply)

Roughly one in four bettors under 35 selected betting as a way to supplement income. That share declines through middle age before stabilizing among older respondents.

While income-oriented motivations do not represent the majority view, they are notably more concentrated among younger adults - the same cohort most responsive to promotional incentives.

Financial Strain More Concentrated Among Under-35s

While a minority overall reported financial strain, the concentration among younger bettors stands out. Around 1 in 10 respondents aged 21–34 said they had fallen behind on bills due to betting in the past year — compared with 6% among 35-44-year-olds and less than 1% among those aged 45-54. The survey does not establish a causal link between promotions and financial outcomes, but the age overlap is notable: the demographic most influenced by sportsbook incentives is also the group most likely to report income-oriented betting and financial pressure.

Methodology

Nationwide survey of 2,000 U.S. sports bettors, conducted in January 2026 via the Prolific research platform, a widely used academic research panel. Results reflect self-reported responses.