Mobile sports betting and digital tools reshape fan engagement

Mobile sports betting and digital engagement are reshaping how fans consume sports. Women are playing an increasingly prominent role in this landscape; Nielsen reports that women account for 56% of recent U.S. sports fans, with 48% expressing high interest in at least one sport. The growth in women's sports viewership is particularly notable, with 46 billion minutes viewed in the United States during 2025, a 71% increase from 2022.

Beyond demographic shifts, the use of mobile apps is creating a ‘second screen’ experience. Rather than distracting from the broadcast, betting apps often increase engagement with specific game details, such as player statistics or niche match events. This shift allows fans to actively participate in games through real-time data and micro-outcomes, such as specific plays in cricket or football.