Study Dives into the Sports Betting Habits of Americans and Canadians

Study Dives into the Sports Betting Habits of Americans and Canadians

  • 19% of Canadians and 26% of Americans bet on sports in the past year
  • NHL remains the top sport to bet on or play fantasy sports in among Canadians
  • NFL remains the top sport among Americans for both sports betting and fantasy sports

There are many things that divide Americans and Canadians today. However, a shared passion for sports betting and fantasy sports isn’t one of them, as highlighted in a recent study by Leger, a Canadian market research and analytics company.

Sports betting
Image by Larneg from Pixabay

NHL: Canada’s Top Choice

Leger, based in Montreal, specializes in consumer insight, data analytics, customer experience measurement, strategic consultation, and AI-powered market research. During a survey conducted from August 29 to August 31, 2025, the firm spoke to 1,621 Canadians and 1,015 Americans aged 18 and above, focusing on their sports betting habits, especially as the NFL season was about to begin.

Fantasy Sports Popularity

The results show a slight decline in both Canadian and American sports bettors and fantasy sports participants compared to last year. Nineteen percent of Canadians and 26% of Americans bet on sports over the past year, down from 21% and 30% respectively. Surprisingly, while the NFL is renowned for being a betting powerhouse, the NHL remains the top sport for betting and fantasy sports among Canadians. A striking 41% of Canadian sports bettors bet on the NHL last year, while only 26% wagered on the NFL and 21% on the NBA. Furthermore, 32% of Canadian fantasy sports players took part in NHL fantasy leagues.

Americans Prefer Betting on Baseball

Conversely, the NFL still reigns supreme among Americans, with 52% of fantasy sports players engaging in fantasy NFL football and 59% of sports bettors placing bets on NFL games last year. Interestingly, a drop in interest for the NFL is observed among Canadian bettors, decreasing from 37% last year.

However, bets on Major League Baseball (MLB) have surged among Americans, with participation rising from 28% to 40% year-on-year.

Future Betting Trends

As many bettors plan to continue their betting activities this fall, it appears that their betting amounts are likely to increase. Notably, 56% of American NBA bettors, 42% of American NHL bettors, and 45% of American NFL bettors intend to spend more compared to last year.

The study also highlighted attitudes towards sports betting advertisements. Canadians expressed concern over the volume of betting ads, with 75% of them feeling overwhelmed, compared to 59% of Americans. This contrasts with 52% feeling the same in the U.S. the previous year.

While both Canadian and American bettors acknowledge that real-time odds displayed on screens boost their tendencies to wager, understanding the evolving landscape of sports betting habits can be vital for stakeholders in the industry.

Summary: This article examines the latest findings from a Leger study on sports betting habits in Canada and the U.S. While overall participation has decreased, the passion for sports betting remains strong, with Canadians favouring the NHL and Americans leaning towards the NFL and MLB. A growing concern about the prevalence of sports betting ads has also surfaced, suggesting an ongoing evolution in the industry’s landscape.