Online Sports Betting - United Kingdom

  • United Kingdom
  • Revenue in the Online Sports Betting market is projected to reach US$4.56bn in 2024.
  • Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 4.75%, resulting in a projected market volume of US$5.49bn by 2028.
  • In the Online Sports Betting market, the number of users is expected to amount to 15.1m users by 2028.
  • User penetration will be 20.2% in 2024 and is expected to hit 21.5% by 2028.
  • The average revenue per user (ARPU) is expected to amount to US$325.90.
  • In global comparison, most revenue will be generated in Australia (US$9,757.00m in 2024).
  • With a projected rate of 48.9%, the user penetration in the Online Sports Betting market is highest in Canada.

Key regions: Brazil, Germany, Japan, Europe, South Korea

Region comparison

Analyst Opinion

The Online Sports Betting market in United Kingdom has experienced significant growth in recent years, driven by changing customer preferences and the emergence of new trends in the market.

Customer preferences:
Customers in the United Kingdom have shown a growing interest in online sports betting, as it offers convenience and accessibility. With the advent of smartphones and high-speed internet, more people are choosing to place their bets online rather than visiting physical betting shops. The ability to bet on a wide range of sports and events from the comfort of their own homes has become increasingly appealing to customers.

Trends in the market:
One of the key trends in the online sports betting market in the United Kingdom is the rise of in-play betting. This allows customers to place bets on live sporting events as they unfold, adding an extra level of excitement and engagement. In-play betting has become particularly popular for sports such as football, where customers can bet on various outcomes such as the next goal scorer or the final result. Another trend in the market is the increasing use of mobile apps for online sports betting. Many betting operators have developed their own mobile apps, making it even easier for customers to place bets on the go. The convenience and simplicity of using a mobile app has contributed to the growth of the online sports betting market in the United Kingdom.

Local special circumstances:
The United Kingdom has a long history of sports betting, with a strong tradition of horse racing and football. This cultural affinity for sports betting has helped to drive the growth of the online market. Additionally, the United Kingdom has a well-regulated gambling industry, which provides customers with a sense of security and trust when betting online.

Underlying macroeconomic factors:
The growth of the online sports betting market in the United Kingdom is also influenced by macroeconomic factors. The overall economic stability and high disposable income of the population have contributed to the willingness of customers to spend money on online betting. Furthermore, the United Kingdom has a strong sports culture, with a passionate fan base for various sports, which creates a large market for online sports betting. In conclusion, the Online Sports Betting market in United Kingdom has experienced significant growth due to changing customer preferences, the emergence of new trends, and local special circumstances. The convenience and accessibility of online betting, along with the rise of in-play betting and mobile apps, have contributed to the market's expansion. The United Kingdom's cultural affinity for sports betting, well-regulated gambling industry, and macroeconomic factors such as economic stability and a strong sports culture have also played a role in the market's development.


Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Gambling Revenue (GGR) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies, and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, the urban population, the usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.


  • Revenue
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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