In recent years, online betting has undergone significant changes, and one emerging trend is players’ strong preference for bookmakers (BК) that offer live sports streaming. This trend became particularly evident with the launch of ESPN BET—a collaborative product between the world-renowned sports streaming service ESPN and gaming company Penn Entertainment—which debuted in November 2023 and has already captured attention in the American betting scene.
According to a Gamblescope study, 71% of players aged 25 to 44 appreciate the option to watch sports events while placing bets. This statistic highlights the crucial role that functional features play in the selection of a betting platform. Notably, among bettors aged 21 to 34, there is a clear preference for Bet365, while DraftKings, which ranks as the second largest bookmaker in the U.S., has struggled in this area despite its strong marketing presence and well-known brand.
Furthermore, the research revealed that two-thirds of potential players are much more likely to open an account with a bookmaker that provides a live streaming service. These findings emphasize the importance users place on integrated features, and the necessity for bookmakers to adapt to the new demands of their audience.
This growing interest in live streaming within betting not only changes players' habits but also promises a transformation of the entire industry in the coming years. Bookmakers that can offer not just quality betting options but also live broadcasts will find themselves in a competitive position in the market.
Consequently, bookmakers that overlook this trend may risk losing a significant market share. It will be essential to monitor how this trend develops and what strategies bookmakers will implement in response to their clients' preferences. Time will tell how this will impact the future of betting!