84% of NFL Bettors Made Live Wagers Last Season, New Report Finds

NFL betting habits are changing fast. A new report shows live wagering has become a major part of the game, even for bettors who prefer pre-game bets.

With players using multiple sportsbooks and demanding better apps, operators face growing pressure to improve the experience and keep customers coming back.

Stated Preferences Don’t Tell the Whole Story

Pre-game betting remains the most popular option, with 41% of bettors naming it their first choice. Live in-game betting ranks second at 34%.

However, those numbers don’t tell the full story. While only about one-third prefer live betting, 84% said they placed at least one live wager last season.

That gap between preference and actual behavior is significant. It suggests sportsbooks that focus heavily on pre-game markets could be missing opportunities with a large part of their customer base.

Point spreads are the most popular planned wager at 59%, followed closely by moneylines at 57%. Over/unders rank third at 43%, while parlays come in at 29%.

Most betting is also expected during the regular season. About 78% plan to bet during the regular season, compared to 40%–50% during individual stages of the playoffs.

Team Loyalty Brings Bettors In, But Doesn’t Keep Them There

Team loyalty remains a major reason people bet on the NFL. About 90% of bettors say they are certain or very likely to wager on a game involving their favorite team.

However, that loyalty only goes so far. About 78% say they would continue betting even if their favorite team was eliminated from playoff contention.

Player performance is the top betting motivation at 45%. Team loyalty and adding excitement to games are tied at 43%.

Sportsbook promotions rank fourth at 36%, while odds come in at 34%. These numbers suggest bettors are more interested in what happens on the field than the promotions appearing in their inboxes.

Futures betting is also popular before the season begins. About 60% of respondents had already placed a futures wager, including Super Bowl predictions, before Week 1.

Budgets Are Weekly, Not Seasonal, and Retention Is the Season-Long Battle

Most NFL bettors set limits on how much they spend. About 81% use some type of betting budget.

Weekly budgets are the most common approach at 41%. That’s well ahead of bettors using a fixed season budget (24%) or an overall spending cap (16%).

For sportsbooks, that weekly reset creates another chance to connect with customers throughout the NFL season.

Planned season spending is mostly concentrated in the middle ranges. About 33% expect to spend around $250, while 31% plan to spend $500 or more. Another 26% expect to spend around $100.

Individual wager sizes vary widely. About 29% plan to make single bets between $201 and $500, while 33% typically wager between $11 and $50.

Sportsbook loyalty could be difficult to maintain this season. About 64% of bettors plan to use multiple sportsbooks, while 16% expect to use three or more.

Ease of use is the most important factor when choosing a sportsbook, cited by 59% of bettors. Easy payouts rank second at 43%, followed by promotions (31%) and personalization (28%).

A poor user experience can also drive customers away. About 47% say they would leave a sportsbook because of a difficult app or website.

Irrelevant marketing messages (36%) and generic offers (33%) are other reasons bettors may switch platforms. However, 47% say they would like to receive more promotions introducing them to bets they haven’t tried before.

What’s Next: AI and Real-Time Engagement Take Center Stage

Optimove CEO Pini Yakuel says sportsbooks face a challenge because bettor behavior can change quickly during an NFL season.

By Week 11, for example, a bettor’s favorite team could be eliminated, they could have shifted toward live betting, or they may have already spent their weekly budget.

Sportsbooks need real-time information to understand which situation applies.

Yakuel believes AI could help close the gap between what sportsbooks want to offer customers and what bettors actually want.

AI tools can help operators identify changing betting habits, build more targeted audiences, and launch campaigns faster.

Mobile notifications could be especially important. About 53% of bettors prefer app notifications as their main contact method.

With most bettors willing to use multiple sportsbooks, delivering useful and timely messages could become a significant part of keeping customers throughout the NFL season.