2025 Sports Bettor Demographics: Who Bets, Where, and How?

The world of online sports betting is constantly changing, with new players and markets popping up everywhere. Here at CasinoRank, we're dedicated to giving you the inside scoop on the latest trends in sports betting across Canada and the globe. We look at who's betting, where they're placing their bets, and what they're wagering on. This deep dive into betting demographics reveals some surprising patterns across different age groups, genders, and regions, offering valuable insights for anyone involved in this dynamic market.

Online Sports Betting Snapshot in 2025

The Canadian sports betting scene has seen impressive growth through 2025. While participation varies globally, Canada is seeing a steady increase in engagement, driven by mobile accessibility and personalized betting experiences. Many Canadians are now enjoying the convenience of betting on their favourite sports via smartphones and tablets. The industry is also shifting towards more dynamic options like live betting and integrated social platforms, reflecting the evolving preferences of a younger, more diverse audience looking for engaging ways to interact with sports.

How Canadians Are Engaging with Sports Betting

Canadian sports bettors have unique preferences influenced by cultural attitudes, popular local sports, and the regulatory landscape. These regional nuances shape the betting market, with operators increasingly tailoring their offerings to resonate with Canadian players. From the hockey-mad provinces to football fans in specific regions, understanding these distinctions is key for anyone in the industry.

Canadian Sports Bettors

In Canada, participation rates are growing, with a significant portion of adults engaging in sports betting. Hockey reigns supreme as the top sport for betting, followed closely by football (CFL and NFL), basketball, and baseball. A large majority of Canadians prefer betting on their mobile devices, appreciating the convenience and real-time updates. In-play betting is particularly popular, allowing bettors to place wagers as the action unfolds.

North American Sports Bettors as a Whole

The North American sports betting market, including Canada and the U.S., is rapidly expanding post-legalization. Canada shows a healthy engagement rate. While the U.S. has seen a rise in female participation, Canadian demographics also reflect a growing interest from women in sports betting. Mobile betting is standard, with fantasy sports and prop bets gaining significant traction across the continent. The landscape is diverse, with ongoing regulatory developments shaping the market.

Global Betting Landscape (Context for Canada)

While Canada has its own unique betting culture, it's part of the broader North American and global trends. Emerging markets in Africa and Latin America show high participation rates, contrasting with more mature markets. Mobile technology is a universal driver, and the rise of microbetting and social platforms is a global phenomenon. These international trends provide a wider context for understanding the Canadian sports betting consumer.

Other Regions' Betting Insights

Globally, regions like Africa lead in betting participation, with countries such as Kenya and South Africa showing very high rates, and football being the dominant sport. Latin America also sees substantial engagement. Male bettors are the majority in many of these regions. Mobile-first betting is prevalent, often utilizing prepaid systems and social features, especially in areas with less developed banking infrastructure. These diverse global patterns highlight how betting habits are shaped by local economies and technology access.

Who is the Typical Canadian Sports Bettor?

Understanding the demographics of Canadian sports bettors is crucial. Age, gender, and generational preferences all play a role in shaping betting habits. This breakdown helps us see who is betting and how, influencing product development and marketing strategies across the Canadian online gambling industry.

Age Demographics

Canadian sports bettors show distinct age-related patterns:

• Prime Betting Age Brackets:

  • Globally, the 25-34 and 35-44 age groups are highly active.
  • New bettors entering the market often fall within the 26-35 age range.
  • Established, long-term bettors are typically in the 36-45 age bracket.
• Regional Variations Impacting Canadian Bettors:

  • While Asian markets tend to skew younger, Canadian trends are more aligned with Western markets.
  • European markets often show stronger participation in the 30-45 age range, a trend that Canada shares.
  • North America, including Canada, often features a broader age distribution, with a notable segment of 45+ bettors.
• Mobile Adoption by Age in Canada:

  • Canadians under 35 overwhelmingly prefer mobile betting platforms.
  • The 35-45 age group shows a solid preference for mobile, though desktop use is still significant.
  • Older bettors (45+) show a higher tendency to use desktop over mobile.

These generational shifts highlight a clear preference among younger Canadians for quick, mobile-first betting options. This trend is pushing the industry towards more interactive and social betting experiences, while still catering to the preferences of more traditional bettors with robust desktop platforms.

Gender Demographics in Canadian Betting

While sports betting globally is still largely male-dominated, Canadian trends show a more balanced picture, though men still represent the larger portion of bettors.

• Notable Female Participation Rates (Comparative)

  • The United States shows a higher female participation rate (58%) than the global average.
  • Brazil approaches gender parity with a substantial female betting share (47%).
  • New Zealand (38% female) - highest in Oceania
• Lowest Female Participation Rates:

  • Australia and India (both 12% female)
  • Bangladesh (22% female)
  • Nigeria and South Africa (24% female)
• Regional Patterns:

  • European markets average 32% female participation
  • Asian markets show lowest female engagement at 17% average
  • North American market leads in female participation at 44% average

The gender disparity appears influenced by cultural factors, sports marketing traditions, and regulatory approaches. Markets with the highest female participation typically feature more diverse betting options beyond traditional male-dominated sports. The U.S. market's female-majority status represents a significant departure from global norms, potentially reflecting the integration of betting with fantasy sports and social gaming, which historically attracted higher female participation. Industry analysts project female participation will continue rising globally, with an estimated 5-8% increase across most markets by 2027.

Generations

Generational differences significantly influence betting preferences and behaviors:

Gen Z (24% of global bettors):

• Strong preference for esports betting (42% higher than average)
• Highest engagement with microbetting and player prop markets
• More likely to engage through social platforms and streaming integrations
• Prefer cryptocurrency payment options at 3x the rate of other generations

Millennials (27% of global bettors):

• Balance traditional sports with emerging betting markets
• Highest adoption rate of mobile betting platforms
• Strong preference for in-play betting options
• Most likely to engage with gamified betting features

Other Generations (49% of global bettors):

• Higher loyalty to traditional betting markets (football, horse racing)
• Longer average session times on betting platforms
• Greater preference for pre-match betting over in-play options
• More likely to utilize desktop platforms and physical betting locations

The rising influence of Gen Z is accelerating integration between traditional sports betting and gaming mechanics, while established operators maintain traditional offerings to serve their core customer base.

How Does Country Culture Affect Sports Bettors?

National culture fundamentally shapes sports betting behaviors worldwide, creating distinct regional patterns. In the UK and Australia, open betting cultures embrace wagering as social recreation, with pub betting integrated into match-viewing traditions. Continental European bettors typically favor sophisticated statistical approaches, particularly in football (soccer) markets.

By contrast, Asian markets demonstrate strong preferences for in-play betting sports. They tend to go for lower-margin handicap systems and a combination of table games with sportsbooks.

American bettors increasingly gravitate towards parlay bets, player props and same-game combinations. Meanwhile, emerging Latin American markets blend traditional match outcome bets with passion-driven team loyalty wagers.

These cultural distinctions impact everything from preferred bet types and risk tolerance to regulatory expectations, compelling sportsbook operators to develop market-specific approaches rather than one-size-fits-all solutions.

What are the Most Betted Sports in the World?

Betting preferences vary significantly by region, reflecting local sporting traditions and cultural preferences:

Europe:

• UK/Ireland: Football, Horse Racing, Tennis, Greyhound Racing
• Spain: Football, Basketball, Tennis, MotoGP
• Italy: Football, MotoGP, Formula 1, Basketball
• Germany: Football, Tennis, Handball, Winter Sports

Asia:

• India: Cricket, Football, Kabaddi, Tennis
• Bangladesh: Cricket, Football, Kabaddi, Badminton
• Australia: Australian Rules Football, Rugby, Cricket, Horse Racing

Americas:

• USA: American Football, Basketball, Baseball, Ice Hockey
• Canada: Ice Hockey, Basketball, American Football, Soccer
• Brazil: Football, MMA, Basketball, Volleyball
• Argentina: Football, Basketball, Tennis, Rugby

Africa:

• Nigeria: Football, Basketball, Athletics, Boxing
• South Africa: Rugby, Football, Cricket, Golf
• Kenya: Football, Athletics, Rugby, Basketball

These regional preferences drive significant differences in seasonal betting volumes and product development priorities, with operators increasingly customizing their offerings to match local sporting calendars and cultural events.

Trends & Innovations

The sports betting landscape continues to evolve rapidly, with several key trends reshaping the industry:

• Microbetting Expansion: Second-by-second betting markets growing at 34% annually, particularly popular among Gen Z bettors
• AI-Driven Personalization: Algorithmic customization of betting suggestions based on individual behavior patterns
• Integration with Media: Direct betting capabilities embedded within streaming platforms and sports content
• Social Betting Features: Peer-to-peer betting options and community engagement tools showing 47% growth
• Cryptocurrency Adoption: Digital currency payment options increasingly mainstream, with 28% of new accounts utilizing crypto
• Responsible Gaming Tech: Advanced player protection tools including personalized limits and behavioral monitoring
• Convergence with Gaming: Esports betting and gamified betting experiences blurring traditional industry boundaries

These trends reflect the industry's ongoing digital transformation and efforts to attract younger demographics while navigating an increasingly complex regulatory landscape.

Conclusion

The sports betting scene is marked by striking regional differences and shifting demographic trends globally. While long-established markets largely retain their traditional characteristics, rising participation in areas such as Africa and Latin America is driving fresh momentum across the sector. Despite persistent gender gaps in many parts of the world, countries like the United States are beginning to show signs of change. With each generation displaying distinct preferences, betting operators must balance innovation aimed at younger audiences with continued support for loyal, long-time customers. Grasping these evolving demographic patterns is essential for anyone looking to stay competitive in this fast-moving global arena.