Sportsbooks to retain majority of NFL betting as prediction markets gain ground
Eilers & Krejcik Gaming projects US$ 31.7bn in NFL sportsbook handle this season, compared with US$ 8.4 bn through prediction markets.
US.- Traditional sportsbooks are expected to remain the main channel for NFL betting this season, despite the rapid expansion of prediction markets. Eilers & Krejcik Gaming (EKG) forecasts around US$ 40.5bn in total NFL betting, with approximately US$ 31.7bn generated through mainstream sportsbooks and US$ 8.4bn through prediction markets.
That would give sportsbooks a 79 per cent share, compared with 21 per cent for prediction markets. EKG expects sports betting to grow 8 per cent year over year, driven by sustained demand rather than a major event such as the World Cup.
The forecast comes as prediction markets see significant activity around the NFL. Reuters has reported that trading volume across prediction markets reached US$ 3.12bn on the first Sunday of the 2026 NFL season, with Kalshi alone recording US$ 590 m tied to Week 1 contracts over the opening weekend.
