Key findings:

  • DraftKings’ Consideration score among all US adults has surged to 8.6, while the online betting category average has dropped to 3.7
  • WOM Exposure for DraftKings has grown steadily, suggesting more conversations about the brand versus competitors
  • Ad Awareness remains almost three times higher than the category average

The US online betting market has become increasingly competitive as more players enter the space and states expand legalisation. Within this environment, DraftKings continues to cement its position as one of the sector’s key players. The company’s revenue for the most recent quarter (ending 30 June) grew by 37% year-on-year to $1.51 billion, signalling that it is still gaining ground even as competition intensifies.

Standing tall among online bettors

YouGov BrandIndex data shows that DraftKings significantly outperforms the broader category of online betting brands among active online bettors. Online bettors in this piece refer to those who say they have engaged in any online gambling activity in the past 12 months, excluding lottery-only players.

DraftKings’ Impression score sits at 19.9 compared to the category’s 9.0. Its Quality score (25.1 vs 11.2) and Value score (13.4 vs 5.1) are similarly elevated. The brand also leads on Reputation and Satisfaction, highlighting its strength with the core audience.

But the picture shifts when looking at Americans on the whole. DraftKings’ Impression score drops into negative territory at -4.5 (vs 0.3 for the category), and it trails on Quality, Value, and Reputation. Satisfaction is the one metric where it still comes out ahead, but that can be mainly attributed to the fact that DraftKings has a higher volume of customers in the first place. Even so, the margin is narrower than it is in the online bettors group (4.7 vs 2.6).

Consideration continues to climb

Despite this weaker showing in brand health metrics with the general public, DraftKings’ Consideration score has gained some ground in the past six months, growing from 7.6 in March to 8.6 by early September. While the rise might seem small in isolation, it is particularly impressive when seen in the context of the category average, which has actually moved downward over the same period. This has widened the gap between DraftKings and the industry average to nearly five points as of September.

WOM Exposure follows a similar trajectory. DraftKings’ score has climbed from about 6.4 in March to nearly 7.8 in September, while the broader industry has fallen from 4.6 to under 3.0. This signals that DraftKings is being discussed more frequently than its peers and may be winning valuable share-of-voice in everyday conversations.

Ad Awareness keeps DraftKings top of mind

Ad Awareness data helps explain the apparent contradiction between negative public perceptions and rising Consideration. DraftKings has averaged an Ad Awareness score of 26.0 over the past six months — almost triple the category average of 9.4. This level of advertising visibility likely keeps the brand front and centre when consumers make a betting decision.

Coupled with its growing WOM Exposure, this suggests DraftKings is effectively using paid media to generate traction and maintain momentum in the face of mixed public sentiment. As a result, even if consumers on the whole view DraftKings less favourably on quality or value, they are still more likely to consider it when it counts.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. DraftKings' Impression score is based on the question: Overall, of which of the following gambling brands do you have a POSITIVE impression? / Now which of the following gambling brands do you have an overall NEGATIVE impression?. Scores are reported as [net scores from –100 to +100], based on daily surveys of US adults. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a 8-week moving average with an average sample size of 69020 adults from Mar 15 to Sep 14, 2025.