FOR IMMEDIATE RELEASE

July 8, 2026

Contact: Abby Arndt, media@thefsga.org

New FSGA Research Details Growing Role of AI, Prediction Markets in Fantasy Sports and Sports Betting

PHILADELPHIA – The Fantasy Sports & Gaming Association (FSGA) today announced findings from its latest research report, presented at the 2026 FSGA Summer Conference in Philadelphia. Conducted by Angus Reid on behalf of the FSGA, the study reveals steady growth in fantasy sports and sports betting, rising adoption of AI tools among players and bettors, and an emerging but still-misunderstood role for prediction markets in the broader sports gaming landscape.

 Key Findings:

• Participation continues to grow: 31% of U.S. adults (about 82.8 million) played fantasy sports or bet on sports in the past 12 months, up from 29% in 2025. Across North America, participation reached 90.3 million people.
• The two activities keep converging: More than half of U.S. participants (51%) now engage in both fantasy sports and sports betting, up from 49% a year ago. Among sports bettors, 61% also play fantasy sports, while 75% of fantasy players also bet on sports.
• AI adoption is rising but cautious: One-quarter (25%) of fantasy players and sports bettors now use AI tools to inform their decisions. Most keep AI in a supporting role. The primary reason non-users avoid AI is a preference for making their own decisions (43%), with ChatGPT (77%) and Gemini (54%) the most widely used tools.
• Consumers want AI transparency: 85% of fantasy players and sports bettors say AI-generated content should be clearly labeled as such.
• Prediction markets (PMs) are on the radar but still misunderstood: 88% of fantasy players and sports bettors are aware of prediction markets, but only 54% say they are truly familiar with them and, in general, the line between online sports betting and prediction markets is becoming increasingly blurred.
• Actual PM usage is still small: About 7% of U.S. adults report trading on a prediction market in the past year. These users skew younger (mean age 38.6), male (69%), and higher-income than the general population, and 94% are already sports bettors.
• Top challenges with using PM are risk and regulation: The biggest concerns include the risk of spending too much time or money (49%) and regulatory/legal uncertainty (36%).
• Future PM interest is high among core audiences: 64% of fantasy players and sports bettors are open to trying prediction markets in the next six months. Sports is the top category of future interest (62%), followed by politics (54%) and entertainment (47%).
  

"Fantasy sports and sports betting continue to grow and blend together, and now AI and prediction markets are reshaping the landscape in real time," said FSGA Chair Brandon Loeschner. "This research gives our members, including the operators, partners, vendors, and service providers across this industry, the data they need to navigate that shift: where the audience is heading, how consumers are actually using these tools, and where the confusion and barriers still lie. Our goal is to help everyone with a stake in this space make smarter product and investment decisions as these categories mature."

Methodology

The study was conducted online by the Angus Reid Group among a nationally representative sample of U.S. and Canadian adults. Phase 1 surveyed the general adult population in the U.S. (n=1,801) and Canada (n=2,001) from May 29 to June 5, 2026. Phase 2 surveyed 993 sports bettors and fantasy players, including a boost of prediction market users (n=450), from May 14 to June 2, 2026. It measured participation in fantasy sports and sports betting over the past 12 months, attitudes toward and usage of AI tools, and awareness, understanding, usage, and openness toward prediction markets. 

Past-year prediction market users were defined as respondents who reported trading on at least one legitimate prediction-market platform within the last 12 months. To ensure data quality, the research applied multiple validation checks, including follow-up confirmation for "prediction" products on major sportsbook platforms and screening out respondents whose answers were inconsistent with actual prediction market trading behavior or lacked sufficient detail.

About FSGA

The Fantasy Sports & Gaming Association is the only national organization representing the interests of fantasy sports and gaming companies. We are the voice for over 80 million fantasy sports players in the United States and Canada, and for the companies that provide services, news, information, and competition to support these growing industries. Our members are sports and gaming enthusiasts, with companies that range from small startups to large media corporations. Our mission is to provide our members with essential research and data, networking opportunities and collective action to help them reach their potential. For more information, visit https://thefsga.org. 

About Angus Reid

Angus Reid is one of North America’s most well-known and trusted online public opinion communities consisting of engaged residents across the U.S. and Canada who answer surveys on topical issues that matter to all. Learn more at https://www.angusreid.com.