TLDR An S&P Global Market Intelligence survey found 70% of U.S. prediction market users traded sports event contracts. Only 10% of respondents traded on a prediction market in the past year, while 44% had never heard of them. Sports far outpaced financial (36%), political (33%) and entertainment (26%) contracts. About 61% of prediction market traders are under 35, and 66% are men. 55% of prediction market traders bought or sold cryptocurrency over the past year.
Sports remain the most popular category on U.S. prediction markets, according to a new consumer survey from S&P Global Market Intelligence. The findings come as football season is in full swing.
The Kagan US third-quarter 2026 Consumer Insights survey found that 10% of respondents traded on a prediction market platform over the past year. Of those users, 70% traded sports event contracts.
The survey also showed that 23% of respondents either bet on sports or traded on prediction markets during the past 12 months.
Most Consumers Still Unfamiliar With Prediction Markets
Many Americans know prediction markets exist but have not used them. S&P Global reported that 42% of respondents were aware of prediction market operators but had not traded with them.
The research firm said this awareness is due at least in part to widespread advertising during live sporting events.
The largest group, 44%, said they had never heard of prediction markets at all.
Traders in the U.S. appear most familiar with five operators. That group includes DraftKings and Polymarket, among others.
Sports Lead Other Contract Types
Prediction market companies offer contracts on many topics beyond sports. These include timed cryptocurrency markets, financial derivatives, mention markets and political events.
Even so, sports remain far ahead. S&P Global said 36% of users traded on economic or financial outcomes, while 33% traded on political