ESPN Bet, Penn Entertainment's mobile sportsbook, is showing promising signs of growth thanks to its association with ESPN's strong brand recognition, according to a recent YouGov survey.

The platform currently ranks as the fifth-largest sportsbook operator in the US, behind DraftKings, FanDuel, BetMGM, and Caesars Sportsbook. The survey reveals that customers with positive views of ESPN are more likely to try the betting app.

Key findings from the YouGov survey:

• 23% of Americans have a strongly positive rating of ESPN, compared to 10% with a strongly negative rating
• ESPN Bet attracts a younger demographic, with 43% of users aged 21-29, versus 30% for DraftKings and FanDuel
• The platform has a higher percentage of female users (32%) compared to DraftKings (27%) and FanDuel (28%)

Unique betting patterns set ESPN Bet apart from competitors:

• 50% of users primarily bet on basketball
• 49% frequently bet on soccer
• 41% engage in eSports betting

These figures contrast with traditional sportsbooks, where football and basketball typically dominate. This differentiation could provide ESPN Bet with a pathway to increased market share without heavily relying on football betting.

Penn Entertainment invested significantly in this venture, paying ESPN $1.5 billion over 10 years for branding rights and granting $500 million in equity warrants. While some investors initially questioned the cost, early indicators suggest the partnership is yielding positive results through its unique market positioning and diverse user base.

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