Key Moments:
- 19% of Canadians and 26% of Americans participated in sports betting over the past year
- NHL maintains its lead as the top betting sport in Canada, while the NFL dominates in the U.S.
- 75% of Canadians and 59% of Americans consider there to be too many sports betting ads
Survey Overview and Methodology
Montreal-based Leger, a standout in consumer insights and AI-driven market research, conducted a comprehensive survey from August 29 to 31, 2025. The study included 1,621 Canadians and 1,015 Americans, all aged 18 or older, focusing on their sports betting and fantasy sports behaviors as the NFL season approached.
Shifting Participation Rates in Sports Betting
The survey reveals a slight dip in sports betting and fantasy sports engagement compared to the previous year, but interest levels remain robust. In the past year, 19% of Canadians and 26% of Americans engaged in sports betting, down from 21% and 30%, respectively, one year prior.
People in the USA wasted $245 BILLION ($245,000,000,000) on sports gambling from when it was legalized in 2018 until 2023. Almost everyone lost.
That's over $700 PER PERSON.
An entire generation is getting addicted to gambling, while a small handful of oligarchs get even richer pic.twitter.com/jwk7KDUhSf
— Ben Norton (@BenjaminNorton) December 29, 2024
Top Sports for Betting and Fantasy Play
Canadian bettors show a strong preference for NHL events: 41% of Canadian sports bettors wagered on NHL games in the last year, overshadowing both the NFL at 26% and the NBA at 21%. NHL fantasy hockey continues to attract 32% of Canadian fantasy players.
Conversely, American bettors and fantasy sports enthusiasts largely favor the NFL. Fifty-nine percent of U.S. sports bettors wagered on NFL events in the past year, and 52% of U.S. fantasy players took part in NFL fantasy football.
Interest among Canadians in NFL betting has declined, with participation dropping from 37% last year, while American interest in betting on Major League Baseball (MLB) is on the rise – 40% of American bettors placed wagers on MLB in the past year, up from 28% previously.
| Country | % Bet on Sports (Past Year) | Top Betting Sport | % Fancy Sport Engagement (Top Sport) |
|---|---|---|---|
| Canada | 19 | NHL (41%) | NHL Fantasy Hockey (32%) |
| USA | 26 | NFL (59%) | NFL Fantasy Football (52%) |
Projected Growth in Betting Activity
Market indicators suggest that betting frequency and spend are likely to increase among those planning to continue wagering in the upcoming fall, particularly in the United States. According to the survey, 56% of American NBA bettors, 42% of American NHL bettors, and 45% of those who bet on the NFL last year expect to boost their betting spend this year.
Advertising Perceptions and Influence of Real-Time Odds
There is notable national divergence in attitudes toward sports betting advertising. Seventy-five percent of Canadians and 59% of Americans believe there are too many sports betting ads, with the U.S. showing a significant increase from 52% in the previous year.
When it comes to in-game decision making, 49% of bettors in both countries say that viewing real-time odds on screens makes them more likely to place a bet during the event.
- Author
Daniel Williams
