Optimove study indicates NFL bettors will bet consistently this year
The NFL season starts in three weeks when the Philadelphia Eagles host the Dallas Cowboys on 4 September. That date also is the start of weeks of wagering for bettors, serious and casual, in what is often referred to as the best wagering period of the year.
Optimove, a customer data platform for marketers, recently released a deep dive into bettor’s behaviors. “Optimove Insights: 2025-2026 Consumer Report on NFL Wagering Intentions” examines why and how wagers bet on NFL games.
Not surprisingly, most bettors are wagering on NFL games all season long. According to the study, 77% of bettors plan to wager, with weekly betting still the standard. Regular season games are the top draw, followed by postseason events and the Super Bowl. And 83% of bettors plan to wager on the Super Bowl no matter who is playing, and 82% say they will keep betting even if their favorite team is eliminated.
Other takeaways from the study:
- A preference for traditional bet types
Bettors continue to rely on familiar formats. Point spreads are preferred by 61%, followed by moneyline bets at 52% and over/under bets at 47%. Other wagers, including prop bets, parlays, and same-game parlays draw smaller audiences. And live, or in-game betting, has seen a decline, with only 25% participating in 2025 compared to 37% in 2024. Pre-game bets are gaining ground as the preferred approach.
- What influences betting decisions
Player performance, point spreads, and team loyalty are the primary motivators for NFL bettors. Promotions influence 41% of participants. Betting also enhances enjoyment of the game for 86%, and 65% feel they had moderate or high success last season. More than half of all bettors have paid for expert advice, and most rely on a mix of apps, social platforms, and tipsters to make informed decisions.
- Budgeting and responsible gambling
Most bettors report having a budget in place, and 92% are aware of responsible gambling resources. But 63% admit to spending more than they could afford or intended to. About 86% of wagerers believe their sportsbook offers effective safeguards, creating an opportunity for operators to build trust by promoting budgeting tools and responsible practices.
- Mobile-first behavior and platform preferences
NFL betting is mostly digital, with 76% of bettors saying they place wagers via mobile or online platforms. DraftKings and FanDuel lead in popularity, but loyalty is shared, as 80% of users rely on two or more sites weekly.
Bettors most value app usability and promotional offers most. Irrelevant marketing, poor app experiences, and annoying messages are common reasons for leaving a platform.
- Communication that connects
Bettors prefer communication through email and text messaging, selected by 40% and 25% respectively. Most users say their sportsbook personalizes communication and the app experience. Bettors are more likely to engage with messages that are timely, relevant, and tailored to their interests.
- Wager sizes and additional participation
Most NFL bettors wager between $11 and $100 per game. Nearly all also engage in pools, contests, or fantasy football, and 67% have placed bets for the upcoming season. While loyalty plays a role in betting decisions, with 27% saying they will always bet on their favorite team, 80% say they also wager on games unrelated to that team.
According to a release, the research provides sportsbook operators a data-backed roadmap for tailoring marketing, product design, and promotions throughout the 2025/26 NFL season. The findings highlight not only what bettors plan to do, but why and how they make decisions.
The Optimove Insights 2025–2026 Consumer Report on NFL Wagering Intentions was based on queries of 425 US citizens who bet on NFL football, fielded in August. Respondents were 21 or older, and household incomes were $75,000-plus.
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