53% of Bettors Compare Platforms as Prediction Markets Change Sportsbook Use
More than half of bettors in a new US survey say they always or often compare prediction markets or gaming platforms before placing a bet. Fullstory also found that 35% now use traditional sportsbooks less often.
The figures come from Fullstory’s 2026 Gambling & Gaming Survey, released September 22. Overall, 60% of respondents said prediction markets have changed how often they use sportsbooks. The group splits into 35% who use sportsbooks less often and 25% who use both types of platform depending on the event.
Using those rounded figures, about 58% of respondents who reported a change in sportsbook behavior fall into the reduced-use group. The remaining 42% are using both formats.
53% Compare Platforms Before Betting
The survey also found that 53% of bettors always or often compare prediction markets or gaming platforms before placing a wager. The main factors in platform choice were:
- 60% – trust and reputation;
- 59% – ease of use;
- 51% – potential payouts or odds.
Fullstory recorded a much larger number for actual switching. Some 77% of respondents said they had moved from one gaming platform to another because of user experience. Ease of use was specifically cited by 44%.
A bad digital experience can also become an exit point. Eighty-three percent said they would be very or somewhat likely to stop using a gaming platform after one.
Complicated processes were the main individual friction point: 38% said this could cause them to abandon a prediction or leave a platform.
Speed Comes Ahead of Personalization
For return use, 51% cited fast performance and 45% clear information about markets and payouts. Real-time information and responsiveness were rated extremely or very important by 79%.
Personalization produced smaller numbers. Twelve percent had switched because another platform offered personalization that matched their interests. Only 9% said interest-based recommendations would make them more likely to try a prediction market.
The difference matters for acquisition and retention. The survey puts basic product performance and clarity ahead of personalization once a user reaches the platform.
Sports Remains the Largest Prediction Category
Sports was used by 62% of prediction-market users in the survey. Financial or economic events followed at 42%, with politics and elections at 41%. Entertainment and pop culture reached 26%.
Another 32% of consumers considering prediction markets said a wider choice of events would make them more likely to pick one over a traditional sportsbook.
Fullstory commissioned the survey from a third-party research provider in September. More than 1,000 US consumers took part. The published methodology does not provide a separate sample size for bettors or prediction-market users, so subgroup percentages should be read within that limitation.