Snapchat Report Ties User Engagement to Sports Betting Growth

Snapchat has released new research positioning itself as a prime platform for sportsbook and prediction market advertisers, even as questions linger over its largely younger user base. The company partnered with research firm Alter Agents to survey more than 1,000 users of legal betting age, aiming to demonstrate the platform’s value for brands targeting active bettors.

Bettors Are More Engaged, More Often

The survey found that monthly U.S. bettors are considerably more likely to be daily Snapchat users than the general population aged 21-44. Users also reported researching multiple prediction markets, tracking live odds, and discussing betting strategy within their social circles. Notably, nearly six in ten bettors said talking through wagers with friends on the app made them feel more confident in their decisions, and Snapchatters reportedly spend well above average on bets each month compared to non-users.

Creators and Live Events Drive Action

Creators emerged as a major influence, with roughly three-quarters of bettors saying creators shape which betting apps they choose. Promotional content also converts: half of surveyed users said they’d downloaded a betting app after encountering it on social media. Major sporting events amplify this effect further, with most bettors reporting larger wagers and greater openness to trying new apps during marquee tournaments.

Snapchat is framing these findings as a roadmap for sportsbook marketers to time campaigns around high-profile events and lean into creator partnerships. Still, given the platform’s strong appeal among younger audiences, the push into gambling advertising raises fresh concerns about ensuring promotions stay within legal age boundaries and don’t inadvertently reach underage users.