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How Media Coverage Influences Sports Betting



Social media has become the best way to find news globally. It’s no surprise that many users will look for information to bet on their favorite sports and teams on it as well. 

In 2022, the revenue for sports betting in the USA was $7.56 billion. This evolution shows us that the future of sports betting is shaped by new strategies, technology, and player interests, with a focus on social interactions and community. Here we’ll discuss the role of media on sports betting and how influencers are shaping opinions with their authority.

The Influence of Social Media on Sports Betting

Social media has significantly impacted sports betting by providing a platform for sharing tips, strategies, and real-time news updates that influence betting odds. According to research from Statista, 28.8% of users access social media to see what is being talked about, while 22.9% like to follow or watch sports and streams. This data shows platforms incredible potential for dictating tendencies and creating interest.

An example of this influence is the attention football players and tournaments receive on social media in Brazil. According to a study by, Brazil led the betting interests on every game they played during the World Cup, highlighting the country’s strong football culture. This demonstrates the significant impact influencers and journalists have in driving engagement, even leading to national holidays during matches.

Platforms like Twitter, Facebook, and TikTok also offer insights and predictions for upcoming matches, ranging from expert analysis to personal opinions. This constant flow keeps bettors informed about the latest news that might affect match outcomes. However, it also poses challenges such as the difficulty of verifying information accuracy, and the oscillation in odds when choosing the right timing for a bet. 

The Role of Influencers

Many streamers and influencers watch tournaments and place bets in real time with their audience while discussing outcomes. This is also a reason why famous online casinos and betting platforms are choosing to sponsor minor influencers due to their direct engagement with their community. In this analysis, we can find statistics about this partnership, as Influencer A, with 500k followers, shaped 65% of football betting decisions during an event.

Until recently, Brazil had little regulation for gambling ads, which led to a lot of misinformation and exploitation of share of voice, as you can see in this ENV Media insight article. After all, influencers shape perceptions and trends in the sports betting community. Their endorsements can lend credibility to betting platforms and practices, influencing their followers’ choices. By highlighting successful bets and luxurious lifestyles associated with winning, they can create an aspirational image of sports betting that differs a lot from the fun and joyful activity it really is.

Responsible Media

Providing accurate and impartial information that helps bettors make informed choices is the media’s true goal. This includes clear explanations of betting odds and strategies for responsible gambling. When users are well-informed, they are better equipped to understand the potential outcomes and manage their betting activities prudently.

Moreover, promoting responsible gambling is also part of the media’s care for general welfare. They can play a protective role by highlighting the importance of safe betting for both bettors and the iGaming industry as a whole. By promoting ethical information-share practices, mediatic professionals help build trust and integrity within the sports betting community. 

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