Fan Engagement in the Streaming Environment
At SCCG we continue to educate our client partners by discussing trends focused on betting and gaming experiences. We are providing insight into how top brands and operators continue to invest resources in interactive overlays, gamification of live content, and how the regulated gaming industry will adapt sports betting elements through partnerships with big tech brands.
Fan Engagement in the Streaming Environment
Industry executives across major sports betting and media brands have acknowledged the importance of Over-The-Top (OTT) services as broadcast partners for leagues and teams. The expectation is that betting is seamlessly integrated into the streaming environment, whether it is free-to-play or for real money. Sports fans deserve a frictionless experience to access real-time betting-related content by placing bets or engaging with prediction style games. Live betting continues to grow year over year and makes up to 35% of betting activity in the U.S. The expectation is that live betting will represent around 80% of Gross Gaming Revenue (GGR) by the year 2030. In European markets, in-play betting makes up to 75%-80% of wagers.
Engagement by the numbers
As the sports industry acknowledges shifts in generations and technology, there are studies involving behaviors and preferences of sports fans, providing insights into what the future may hold. We recommend reviewing Deloitte’s inaugural survey titled “2023 Sports fan insights: The beginning of the immersive sports era,”.
Among sports enthusiasts aged 21 and above, 22% reported engaging in betting on professional sporting events within the last 12 months, a figure that rises to 30% for individuals belonging to Generation Z and millennials. Of all those who place bets, 35% do so on a weekly basis. Sports bettors exhibit higher levels of engagement compared to non-bettors, with 61% of bettors attending live sporting events in person in the past 12 months, as opposed to 44% among non-bettors. Differing opinions and concerns regarding the future impacts of betting exist among both bettors and non-bettors:
- Fifty-nine percent (59%) of non-bettors, in contrast to 42% of bettors, express concerns about the long-term effects of sports betting on professional sports.
- Thirty-eight percent (38%) of non-bettors, versus 80% of bettors, believe that sports betting enhances the entertainment value of sports
- More than 90% of Gen Z fans use social media to consume sports content, including game clips and highlights, live events, athlete interviews, and posts from athletes.
- Fans are increasingly integrating betting into their fan behaviors, with approximately 50% of Gen Z and millennials over the age of 21 desiring the option to bet on different aspects of the game in real-time on their mobile device while attending live sporting events.
Conclusion
Real-time streaming has significantly transformed the landscape of microbetting and sports in North America. It has revolutionized the way fans engage with sports and appeals strongly to both millennials and GenZ. Operators and data providers provide curated content to drive real-time wagers during events. We are confident that broadcasting partners will continue to offer data-driven insights and enhance the overall understanding and analysis of sports events for its customers.
The social interactivity segment allows fans to connect and share their experiences in real-time, fostering a sense of community. Furthermore, the integration of real-time streaming has led to expanding markets throughout the gaming industry. Social interactivity and social gaming support affiliates strategically capture customer insights. Free to play events and discords allow media brands to learn more about their customer to curate new offerings or develop profiles to be targeted by affiliate gaming partners.
The ongoing evolution of interactive overlays and streaming provides for a promising future where sports and microbetting seamlessly merge. The envisioned outcome is a thrilling and engaging experience for fans and bettors, surpassing previous levels of excitement. Real-time streaming stands at the forefront of this transformative journey, offering endless possibilities for the sports and betting landscape
Seamless in-play betting in OTT environments is no longer optional—it's the expectation that separates winners from also-rans.
We're tracking a fundamental shift: live betting climbs from 35% of U.S. activity today to a projected 80% of GGR by 2030. Gen Z and millennials are already betting at 30% penetration. Operators who nail the frictionless streaming experience—interactive overlays, real-time prediction games, native betting—will own the next decade of fan loyalty.
- Live betting projected to represent 80% of U.S. GGR by 2030, up from current 35% of activity
- Gen Z and millennials bet at 30% penetration; bettors attend live events at 61% vs. 44% for non-bettors
- OTT streaming partnerships with leagues demand seamless, frictionless betting integration—free-to-play and real money
SCCG angle: We help our 545+ partners navigate the streamed betting landscape—connecting operators with the media partners, tech platforms, and league stakeholders who are already moving real money betting native to OTT. Our network spans every regulated market; we know which partnerships close and which stall.
Gaming, betting and prediction markets — the desk’s read, every weekday.
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