Increased Betting for 2026 Winter Olympics Boosts Viewership
The 2026 Winter Olympics in Milan-Cortina drew the largest US television audience for a Winter Games in more than a decade, and industry observers say the continued expansion of legalized sports betting may have boosted the numbers.
The Games averaged 23.5 million American viewers daily, the highest figure since 2014. A professor of sports administration at Ohio University, Jim Stroke, said the growth of legal wagering across 39 states has increased fan engagement during big sports events. You can stay on top of the status of sports betting across the nation with our legal sports betting states tracker.
According to Strode, viewers who place bets are more likely to follow events closely. He noted that wagering activity during the Winter Games was strongest in sports familiar to US audiences. Ice hockey had the most betting interest, boosted by the presence of NHL athletes. Curling and overall medal counts also drove significant wagering, while less familiar events such as figure skating, biathlon, and skeleton saw lower betting action.
“When you look at the winter games we’re dealing with a handful of sports that we all recognize and know, but the majority of sports we have no idea what we’re watching other than we see it every four years,” he said. “It’s not surprising that we’re not necessarily seeing folks put money on the outcome of these sports that they aren’t very familiar with or don’t understand.”
Although Olympic wagering remains smaller than betting on events such as the Super Bowl or the Kentucky Derby, Strode said participation has grown compared with previous Games, and that this uptick began at the 2024 Paris Summer Olympics and is likely to continue with the Summer Games in Los Angeles in 2028.
Those Games will include more than three times as many events as the Winter Olympics, creating extra betting opportunities, and with all the events broadcast live in US prime time, analysts expect an increase in live, in-game wagers on mobile sites.
Super Bowl to generate $1.76 billion in wagers
Sporting events around the world are becoming more popular among bettors, but back at home, the American Gaming Association (AGA) revealed that Super Bowl LX was expected to generate $1.76 billion in legal wagers, which it says shows the strength of the growing sports betting market in North America and across the best sports betting sites.
“No single event brings fans together like the Super Bowl, and this record figure shows just how much Americans enjoy sports betting as part of the experience,” said Bill Miller, AGA President and CEO. “By choosing legal, regulated sportsbooks, fans are having fun while supporting a safe and responsible market.”
The Super Bowl took place on Feb. 8 between the New England Patriots and the Seattle Seahawks, with the Seahawks ultimately defeating the Patriots. But prior to the game, the AGA stressed concerns over the rise in prediction market apps.
The industry body revealed a study showing that consumers were becoming increasingly confused about how prediction market contracts are marketed, with 78% of contract bettors believing they fully comply with state regulations.
