Sports betting has become a central part of North America’s gaming landscape, but recent research shows Canadians are participating less than their American counterparts. Multiple studies released in 2025 reveal a divergence: while U.S. adoption, especially among younger generations, continues to expand, Canada is showing signs of decline alongside growing skepticism toward the industry.
Canadian Participation Slips, Ads Face Backlash
A Leger survey conducted in late August found that just 19% of Canadian adults reported placing sports bets in the past year, down from 21% the year before. In contrast, 26% of U.S. respondents said they had bet on sports in the last 12 months, though that figure also represents a year-over-year dip from 30%.
The survey also highlighted widespread discontent in Canada over sports betting’s visibility.Three-quarters of Canadians (75%) said they felt there were too many sports betting ads, up from 72% in 2024. Opposition extended beyond advertising, with 51% of Canadians opposing partnerships between sports media companies and betting operators. By comparison, 59% of Americans believed advertising levels were excessive, but only 30% opposed media partnerships.
Despite overall decline, dedicated Canadian bettors continue to drive activity. The NHL remains the sport of choice, with 41% of Canadian bettors wagering on hockey last year. The NFL followed at 26% and the NBA at 21%. Looking ahead, 11% of Canadians said they intend to bet on the NHL this fall, the highest forward-looking intent among Canadian sports.
U.S. Market Expansion Driven by Youth
In the United States, TransUnion’s Q1 and Q2 2025 Betting Reports indicate a different trend. The share of Americans engaging in betting activities rose to 30% in Q2 2025, up from 25% a year earlier. Growth is led by Gen Z (34%) and millennials (42%), who together represent the majority of active bettors.
These demographics are also at the center of online adoption. According to the report, 52% of U.S. bettors used online sportsbooks, 49% played online casinos, and 41% tried online lotteries in the period. Land-based betting still attracts 55% of players, but digital formats are gaining the most ground, particularly among millennials.
The report also shows overlap between gambling and speculative finance. Many Gen Z and millennial bettors are urban renters who use mobile trading apps and cryptocurrency platforms, illustrating how high-risk financial habits often align with gambling activity.
Risks of Financial Strain
The U.S. boom has raised concerns about financial vulnerability, especially among younger groups. A Credit Karma study found that 23% of sports bettors described themselves—or their partners—as addicts, and 22% linked betting to financial distress. Mental health struggles were common, with 48% of respondents reporting gambling-related issues such as depression. Gen Z was most affected, with 37% identifying as addicted, far above the all-age average.
TransUnion data also highlights growing debt pressures. Millennials’ monthly debt payments increased by 20% year-over-year, while Gen Z saw a 27% jump, well above inflation and wage growth. This fragility is reflected in declining credit scores and rising concerns over student loans and living costs.
Contrasting Attitudes Across Borders
While Canadians are increasingly cautious, Americans continue to adopt newer forms of betting. Live betting, for instance, attracted 39% of U.S. bettors, nearly double the 22% in Canada. Americans were also more engaged with micro betting, exchange betting, and eSports wagering.
At the same time, regulators in the U.S. are moving to tighten controls. In New Jersey, authorities have proposed new responsible gambling requirements that would make operator protections mandatory. Keith Whyte, founder of Safer Gambling Strategies LLC, called this “extremely important because it helps create a standardised and safer experience for all gamblers in New Jersey. Raising and formalising their standards shows leadership and provides a template for other states to follow.” He also urged jurisdictions to set 21 as the universal minimum age for gambling.
A Divided Future
Taken together, the findings suggest two diverging paths. In Canada, sports betting remains anchored in hockey loyalty but is weighed down by public unease over advertising and industry ties. In the U.S., younger consumers are powering strong digital growth but at the cost of rising debt and addiction risks.
Both countries face critical questions about sustainability. For Canada, growth may depend on rebuilding public trust and addressing concerns over marketing saturation. For the U.S., balancing expansion with stronger consumer protections will shape the industry’s trajectory.
Sources:
US Betting Report: The rise of online sports betting, transunion.com, Q1 2025
Market Updates on Sports Betting and Fantasy Sports in Canada and the US, lager360.com, September 18, 2025
