TransUnion's latest US Betting Report, released on February 11, 2025, indicated a slight increase in betting activity in Q4 2024, reaching 26% of consumers compared to 24% in Q4 2023. This uptick was primarily driven by significant generational changes, with Baby Boomers and Gen Xers increasing their engagement by 7% and 4% year-over-year, respectively.
Conversely, Millennials, who have dominated betting in recent years, saw their engagement drop by 5% year-over-year. The report found that high-value bettors, those spending over $500 per month, also showed improved overall finances, with 54% having good or excellent credit combined with middle or high income in Q4 2024, up from 50% in Q4 2023.
Declan Raines, head of TransUnion’s Gaming business, noted that the best predictor of engagement is increased earnings and liquidity, rather than age. The report emphasizes the importance for gaming operators to assess players’ financial resilience and implement responsible gaming measures, which TransUnion's tools can support.
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