CONSUMER&

BRANDBrandKPIs

for

online

betting:

BarstoolBets

in

the

United

StatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Barstool

Bets’

performance

inthe

online

bettingmarket.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202473%

of

Barstool

Bets

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Barstool

Bets’

brandingresonates

more

with

Gen

Z?Barstool

Bets

ranksseventh

inawareness

withintheonlinebettingmarket?Barstool

Bets

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Barstool

Bets

is26%?Barstool

Bets

ranksoutsidethe

Top

10

inusage?Among

Barstool

Bets

enthusiasts,45%

fallunderthehigh-income

category?Interms

of

loyalty,Barstool

Betsis

fifth

inthe

United?Consumers

want

theironlinebettingbrandstohaveStateshonesty

/trustworthiness,

highvalue,andauthenticity?Barstool

Bets

hasascore

of24%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Barstool

Bets

at

73%Brand

profile:

snapshotBrand

performance

of

Barstool

BetsintheUnited

States73%26%24%23%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Online

betting

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),n=292,

respondents

who

know

the

individual

brand(popularity),

n=292,

respondents

whoknow

the

individual

brand(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=292,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Barstool

Bets’

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeBarstool

Betsbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatBarstool

Betsislikedby5%

ofBaby

boomers

and20%of

Gen

Xers,whereas

the

total

shareof

industryusersis5%

and23%,

respectively.32%30%23%20%ForMillennials

andGen

Z,

43%

and

32%

feel

positivelytowards

Barstool

Bets,

versus42%

and30%.

Socurrently,

forBarstool

Bets,Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.5%

5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=75,

BarstoolBetsenthusiast,

n=556,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Barstool

Bets

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Barstool

Betsshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.9%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Barstool

Betshasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.28%72%38%62%72%

ofmen

likeBarstool

Betscomparedto28%

of

women,

whereas

fortheoverall

industry,62%

ofmen

useonlinebettingcompared

to

38%

of

women.89%9%

of

Barstool

Bets

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to10%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=75,

BarstoolBetsenthusiast,

n=556,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Barstool

Bets

enthusiasts,

45%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.24%22%Single38%9%13%45%CoupleSingleparentNuclear45%

ofBarstool

Bets

enthusiastsarefrom

high-income

households.Barstool

Bets’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

32%

ofBarstool

Bets

enthusiastshavethiscurrent

living

situation.11%12%32%33%29%23%26%Multi-generational1%5%17%16%29%ExtendedOther5%8%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=75,

BarstoolBetsenthusiast,

n=556,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

online

betting

brands

to

have

honesty

/

trustworthiness,high

value,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

onlinebettingbrandsForonline

betting,the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

highvalue,andauthenticity.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%Barstool

Betsusers

alsoappreciatethese

key

attributes,indicatingBarstoolBets

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatBarstool

Betsenthusiastsare

least

focused

on

aresustainabilityand

social

responsibility.ReliabilityExclusivityBarstool

Betsshould

work

on

promotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

online

betting,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

online

betting,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

toonline

betting,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=48,

BarstoolBetsusers’,n=75,

Barstool

Betsenthusiast,

n=556,

online

betting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Barstool

Bets

fans,

44%

state

that

they

get

excited

about

online

bettingservicesBrand

profile:

attitudesWhat

doconsumersthink

ofonlinebettingingeneral?45%44%41%37%35%31%31%31%25%24%23%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutonlinebettingservicesIliketotalkabouttopicsrelating

toonlinebettingBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

online

betting

do

youagree

with?”;

Multi

Pick;

“When

it

comes

toonline

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=75,

BarstoolBetsenthusiast,

n=556,

onlinebetting

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

Barstool

Bets

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

online

betting,the

averageawareness

ofabrandinthe

United

Statesis27%.Awareness

ofBarstool

Bets,however,

isat23%.Awareness26%

ofU.S.

onlinebettingusers

say

theylikeBarstoolBets,

compared

toanindustryaverage

brandpopularity

of24%.16%

ofindustryusers

intheUnitedStatessaythey

useBarstool

Bets,with

theaverage

usageof

abrand

at19%.BuzzPopularity73%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

66%.Barstool

Betshasbeen

noticed

similarly

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Online

betting

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents(awareness),n=292,

respondents

who

know

the

individual

brand(popularity),

n=292,

respondents

whoknow

the

individual

brand(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=292,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Barstool

Bets

ranks

seventh

in

awareness

within

the

online

betting

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofBarstool

BetsRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1DraftKingsFanDuel65%56%48%37%29%25%23%20%20%20%23%23BetMGMCaesars45bet365Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6BetRiversBarstool

BetsBetway777%8Outofallrespondents,

23%

were

aware

of

BarstoolBets.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.9PointsBetMyBookieAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Barstool

Bets

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofBarstool

BetsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1DraftKingsFanDuel47%41%32%29%27%26%26%25%25%22%226%3BetMGMBetway4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Barstool

Bets.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.5bet3656BetRiversBarstool

BetsCaesars774%89ActionNetworkBovadaPopularityN/A1014

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=292,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Barstool

Bets

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofBarstool

BetsRank#

BrandUsage

%31%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

onlinebetting,which

of

the

following

brandshaveyouusedinthe

past12

months?”.1DraftKingsFanDuelbet36516%227%325%Outofconsumers

who

knew

thebrand,

16%

saidtheyused

Barstool

Bets.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.4BetRiversBetMGMBetway24%524%622%7ActionNetworkBetUS21%820%84%9Bovada17%UsageN/A10Caesars17%15

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=292,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Barstool

Bets

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofBarstool

Bets’consumersRank#

BrandLoyalty

%84%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1FanDuel2DraftKingsActionNetworkBetMGMBarstool

BetsCaesars81%27%376%474%573%670%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

online

betting,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7bet36569%73%8Betway68%9TwinSpiresBovada66%Outofrespondents

whohaveused

Barstool

Bets,73%saidthey

would

usethebrand

again.LoyaltyN/A1064%16

Notes:“When

it

comesto

online

betting,

which

ofthe

following

brands

are

you

likely

to

use

again

in

the

future?”;

Multi

Pick;

Base:n=48,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Barstool

Bets

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofBarstool

BetsRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1DraftKingsFanDuel24%247%3BetMGMbet36539%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutBarstool

Bets

inthe

media.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.431%5Caesars27%6BetRiversActionNetworkBarstool

BetsBetUS25%725%76%824%923%BuzzN/A10Betway21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=292,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthop