New Research Highlights Strong Influence of Sportsbook Promotions on Younger Demographics

As the U.S. sports betting market continues to evolve, new data reveals the potent effect of promotional offers on the wagering habits of younger American adults. A comprehensive survey of 2,000 U.S. sports bettors, conducted in January 2026, found that more than 50% of participants reported that sportsbook promotions or application features prompted them to bet beyond their initial intentions.

The influence, however, is not evenly distributed across age groups. The study pinpointed a distinct generational trend, with the strongest impact observed among bettors aged 21 to 34. This influence progressively diminishes through middle age, before a slight uptick is noted among those 65 and older. Overall, younger adults exhibit a markedly higher susceptibility to bonuses, boosts, and in-app functionalities that encourage greater wagering.

This demographic sensitivity aligns with the market's composition; two-thirds of the survey's respondents fell within the 25-44 age bracket, precisely the segment reporting the most significant promotional influence. This suggests that promotional strategies are not merely tools for customer acquisition but actively shape the betting behaviors of the industry's core active users.

In the wake of widespread legalization, U.S. sportsbook operators heavily invested in promotional incentives to capture market share. While many have since shifted focus towards profitability and moderated promotional spending, the survey underscores that even in a more restrained environment, these incentives remain highly effective, particularly for the youngest active bettors.

The research also delved into bettors' underlying motivations. While entertainment remains the primary driver across all age groups, a noteworthy trend emerged among younger bettors. Approximately one in four individuals under 35 identified betting as a means to supplement income—a proportion that decreases with age before stabilizing among older respondents. This income-oriented motivation, while not dominant overall, is significantly concentrated within the same younger cohort most receptive to promotional stimuli.

Furthermore, the survey shed light on financial implications. Although a minority reported financial difficulties, the concentration among younger bettors was striking. About 10% of respondents aged 21-34 admitted to falling behind on bills due to betting within the past year. This contrasts with 6% among 35-44-year-olds and less than 1% for those aged 45-54. While the survey, conducted via the Prolific research platform, does not establish a direct causal link between promotions and financial outcomes, the notable overlap between promotional influence, income-seeking betting behavior, and reported financial pressure among the youngest demographic warrants attention.