ESPN Bet and Fanatics are making significant progress with key demographics in the US sports betting market, despite DraftKings and FanDuel's dominance of over 70% of total wagers.

Morgan Stanley's third biannual sports betting survey reveals that ESPN Bet leads among young bettors, capturing 44% of the 21-34 age group, slightly ahead of bet365's 43%. Meanwhile, BetMGM and Caesars Sportsbook show strength with baby boomers, leveraging their connection to physical casinos through rewards programs.

Young bettors (21-34) are particularly valuable because they:

• Place more frequent bets (60% bet 3+ times weekly vs. 47% average)
• Make larger wagers ($58 average vs. $49.50 overall)
• Prefer parlays and same-game parlays (60% favor these high-margin bets)

Female bettors now represent nearly one-third of the market, with some surprising statistics:

• Average bet size: $51.10 (higher than men's $48.60)
• Fanatics leads with 39% market share among women
• Caesars follows at 38%
• DraftKings and FanDuel each have 22% female clientele

Baby boomers show more conservative betting patterns, averaging $31 per sports bet, significantly lower than younger demographics. Morgan Stanley suggests operators should consider expanding parlay marketing beyond young bettors, given these bets' high hold percentages and positive impact on industry growth.

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