The Biggest Takeaways From Kambi’s 2025 Betting Trends Report

Kambi has released its official 2025 Sports Betting Trends Report, giving us a deeper look at the state of the industry.

The company’s report gathered statistics from regulated online sportsbooks across the US and other parts of the globe with legal markets. Each year, they compile their findings into a report, helping to track the trends as the industry continues to grow. 

This year’s report didn’t show any landscape-altering changes, but did provide some interesting insights into the behaviors of US sports bettors.

Basketball Remains Most Popular Market

Basketball topped all other sports to once again be the most popular betting market in the US and Canada. The NBA, which hosts teams in both countries, drew the most bets, following college basketball.

The rise of the WNBA has also led to a new wave of basketball bettors. While the league remains small, its growing popularity is already driving expansion. With more fans of the sport tuning in for games, sportsbooks have seen a steady uptick in action.

While football games drew the most wagers, basketball leagues have longer seasons, meaning more games for fans to wager on.

NFL Events Continue to Dominate

While basketball markets saw more wagers last year, NFL events drew the most wagers once again.

According to Kambi, these are the five most bet on sports events from the last year overall and among first-time bettors:

Information courtesy of the 2025 Kambi Sports Betting Trend Report

While college football has become the second-most popular sports league among US fans, the NFL remains king. However, the college fanbase is heavily concentrated in the American South, where sports betting remains illegal or limited. 

Player Prop Bettors Drive Revenue

Kambi focused on the impact of the growing popularity of player prop bets. They conducted a study during the 2024/25 NBA season and found some surprising results.

According to the trends report, NBA bettors who placed player prop bets ended up making 3.6 times as much as those who didn’t. That means they are generating more revenue and betting on more games, making them a top target for sportsbooks.