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DraftKings and FanDuel are the two biggest names in online sports betting in the U.S., but how do the brands stack up in brand health perception and customer profile? Using YouGov BrandIndex and Profiles data, we look at how each brand performs on key perception metrics, who their customers are, and how those customers differ in their betting habits.
How DraftKings and FanDuel compare on brand perception
Among online sports bettors – defined as those who placed a sports bet online in the past 12 months – DraftKings posts an Index score of 32.4, ahead of FanDuel’s 29.8. DraftKings also leads FanDuel on Impression, at 35.5 compared with 32.0, and has a particularly strong advantage on Quality, where it scores 39.9 against FanDuel’s 30.3.
FanDuel’s strongest relative position is on Satisfaction, where it scores 30.4 compared with 25.8 for DraftKings. This may indicate that while DraftKings has an edge in overall brand strength and perceived Quality among online bettors, FanDuel is resonating strongly with its users once they are in the customer base.
Who uses DraftKings and FanDuel?
The demographic profiles of the two customer bases also reveal some subtle differences. DraftKings customers skew slightly younger, with Gen Z making up 18% of its customer base compared with 16% for FanDuel. Millennials account for 49% of DraftKings customers, versus 45% of FanDuel customers. FanDuel, meanwhile, has a larger share of Baby Boomer customers, at 16% compared with 11% for DraftKings.
Income differences are modest, but DraftKings has a somewhat larger share of middle-income customers, at 47% compared with 43% for FanDuel. Regionally, FanDuel is stronger in the Northeast, where 28% of its customers are based compared with 22% of DraftKings customers. DraftKings has a larger share of customers in the South, at 35% compared with 31% for FanDuel, and slightly higher representation in the West.
How DraftKings and FanDuel customers bet
Betting preferences offer another lens into how the brands differ. American football remains the leading sport for both customer bases, but FanDuel customers are somewhat more likely to have bet on it, at 55% compared with 51% of DraftKings customers. FanDuel customers are also more likely to have bet on soccer, boxing, tennis and horse racing. DraftKings customers are slightly more likely to have bet on basketball and MMA.
Frequency data shows FanDuel customers may be more regular bettors. Some 58% of FanDuel customers say they bet at least once a week, compared with 50% of DraftKings customers. DraftKings customers are more likely to fall into the monthly-but-not-weekly group, at 36% compared with 32% for FanDuel.
However, DraftKings customers appear somewhat more likely to wager larger amounts. Forty percent of DraftKings customers who bet on sports in the last 12 months say they wagered $500 or more on sports bets, compared with 37% of FanDuel customers. FanDuel has a slightly higher share of customers in the less-than-$100-to-$499 group, at 61% compared with 57% for DraftKings.
Taken together, the data suggests that DraftKings and FanDuel are competing from broadly similar positions, but with different strengths. DraftKings has an edge on several consumer perception measures among online sports bettors, while FanDuel performs better on Satisfaction and appears to attract more frequent bettors.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Index score is a composite measure of overall brand health, calculated as the average of key metrics including Impression, Quality, Value, Satisfaction, Recommend, and Reputation. Scores are based on daily surveys of U.S. adults and are reported on a scale from -100 to +100. This analysis focuses on adults in U.S. states where online sports betting is fully legal, with a general population sample of 3,232 adults and a sample of 224 online sports bettors. 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. Unless otherwise stated, scores are shown as a 3-month average. The observation period for this analysis is from March 05 to June 04, 2026.