The US Sports Betting Boom: How Live Wagers and Streaming Are Merging Fan Engagement and Wagering

28 September 2026

US sportsbooks are aggressively expanding live fan coverage, betting apps and streaming partnerships, aiming to turn every fan into a live bettor. Empowered by new data integrations, in-app odds, and always-on wagering options, the leading brands are building integrated product experiences that blur the lines between watching and wagering.

At the core of this shift is the explosive growth of live/in-play betting, which accounted for nearly half of US sportsbook wagers in 2024, reports Streaming Media. These in-game wagers, which allow users to place bets on real-time odds that update as the game unfolds, are proving to be a valuable business model that generates more revenue per viewer according to Gambling Insider.

"Sportsbooks are prioritizing live betting and in-game engagement because it keeps fans more connected and wagering for a longer session," says CBSSports. "The dynamic, always-on nature of live betting allows sportsbooks to build more interactive, mobile-first betting experiences that cater to modern sports fans who demand real-time action and analytics."

The leading US sportsbooks are investing heavily in live betting product development. In 2024, FanDuel's popular sportsbook app offered real-time game statistics, in-app odds, and up-to-the-second updates on dozens of sports, per company filings. Caesars Sportsbook pushed even further, with expanded in-play markets, same-game parlays, cashout functionality, and high-speed streams of select NFL games, the Las Vegas brand announced.

The goal, according to Sportradar, is to build a "stickier," multi-purpose app that can support both treasured bettors and browsing fans. The key? Seamless access to the game, real-time data, and embedded wagering options. Live streams in particular, Sportradar says, are a potent way to create "rare moments of joy" and engage fans through the full game.

For sportsbooks with streaming video in their core products, the convergence of fan engagement and betting is only accelerating. With the rise of live betting, gambling apps are no longer "side bets" in a media landscape dominated by video and streaming. Engaging fans with real-time data, geotargeted promotions, and connected viewing is now essential to growing the business.

In 2024, the NFL took a major step in this direction with its partnerships with DraftKings, FanDuel and Fanatics Sportsbook, per league filings. As part of the deals, the brands will have access to the NFL's rich data and visualization tools, which will inform sleek, integrated wagering experiences across every screen. Fans will also have access to new proprietary stats and full-game replays.

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Sportsbooks and networks have also been doubling down on custom, bet-integrated coverage. FanDuel Sports Network, which broadcasts live games across Amazon Prime and its mobile app, launched Bet Tracking in 2023, allowing fans to follow and interact with wagers, scores, and stats in real time. Viewers can also watch FanDuel Sportsbook-activated replays and check updates on demographic and social betting trends, the company announced.

The feature is currently available in select NBA and NHL markets, with basketball bets able to be tracked via the Cleveland Cavaliers, Charlotte Hornets, Detroit Pistons, Indiana Pacers, and Memphis Grizzlies streaming and regional broadcasts. FanDuel Sportsbook bet tracking is also available for games featuring the Carolina Hurricanes, Columbus Blue Jackets, Detroit Red Wings, St. Louis Blues, and Nashville Predators.

The evolution of sports betting, empowered by mobile apps, real-time data and connected video, is transforming the media landscape. As streaming and data become more central to sports entertainment, the industry's leading brands are working to keep fans at their screens, and in their pots.

That means investing in ever-more dynamic, connected viewing and betting experiences, and deepening the integration between live streams, in-app odds, and social bet tracking. Rather than just following a game, fans at home will be more and more likely to be watching, socializing, and wagering in concert with other fans - from pregame all the way until the final whistle.

For sportsbook brands, that means playing a bigger role in the media landscape - and competing more directly with the networks. Betting products are becoming media products, powered by real-time data and spectator engagement. Enticing customers to wager longer, deeper and more often means building a more immersive, rewarding viewing and social experience - and owning more of the fan journey, not just the betting action.