The sports betting media market is evolving at breakneck speed. AI is overhauling hiring, remote‑first startups are scaling lean, and digital broadcasts now outpace cable, with live betting integrated into every feed.

This article distills those trends, outlines the top roles and companies, and shows you exactly how to break into the industry.

Key takeaways:

• TV market is evolving
• Live sports the pinnacle of traditional TV
• Sports betting integration is the next step
• Wide range of job roles across the media ecosystem
• Dedicated sports betting media companies are thriving

The State of the Media Market

The rapid expansion of sports betting in the United States is reshaping the media landscape. Since the Supreme Court's 2018 decision to lift the federal ban on sports betting, legal markets have emerged in dozens of states.

This surge in legal betting has driven demand for sports betting content. Media companies are building platforms dedicated to betting analysis, picks, and industry news.

Digital evolution

The sports media ecosystem is in the midst of a profound transformation. In 2023, digital platforms attracted 95.5 million live sports viewers, surpassing traditional pay TV’s 90.7 million audience for the first time.

This rapid expansion reflects consumers’ shift toward streaming and over‑the‑top platforms, driven by convenience, mobile access, and a growing roster of digital‑only viewing options. As traditional pay TV subscriptions decline, rights holders and broadcasters are aggressively pivoting to digital outlets to capture this audience and secure long‑term growth.

Live Sports: Television’s Last Stronghold

Even as general entertainment viewership splinters across on‑demand services, live sports has maintained, and even increased, its dominance on linear TV.

According to Nielsen, 96 of the top 100 U.S. telecasts in 2023 were live sporting events, with NFL games alone occupying 93 spots on that list.

This live‑only appeal not only commands premium ad rates but also cements sports as the most appointment viewing programming in a fragmented market.

Betting and Broadcasts: A Winning Play

Just a decade ago, any mention of sports betting on U.S. broadcasts was taboo, broadcasters offered little more than the occasional tongue‑in‑cheek nod.

Today, live odds tick across the bottom of the screen, pregame shows feature prop‑bet analysis, and on‑air commentators routinely reference real‑time wagering lines.

This shift isn’t just about viewer engagement, it’s a new revenue frontier. Betting sponsors pay premium rates to reach an already captive live audience, creating an ad stream that non‑sports programming simply can’t match.

As traditional TV ad dollars wane, live sports remains uniquely positioned to monetize through integrated wagering partnerships.

The Future of Sports Betting Media

Expect this advantage to widen the gap between sports and non‑sports viewership. While general entertainment splinters across on‑demand platforms, sports broadcasts will continue to draw massive audiences.

The growth of micro betting is tied to sports media. Industry analysts predict a future where viewers can control their experience with customizable viewing options. Fans may choose to exclude betting content or opt for interactive experiences with live odds and insights.

For those looking to enter the industry, the time is now. Whether your background is in media, betting, or marketing, opportunities are expanding rapidly.

Early adopters in sports betting media will likely benefit from the industry's continued growth.

Types of Sports Betting Media Roles

The growth of sports betting media has diversified job opportunities. Roles range from front-facing talent to behind-the-scenes positions, including:

• On-Air Talent – Analysts, hosts, and commentators who break down betting markets, provide insights, and engage audiences.
• Social Media Managers – Specialists who craft engagement strategies and grow betting-related brands on platforms like Twitter and TikTok.
• Producers – Coordinators who develop betting-focused programming for TV, radio, and digital platforms.
• Data Analysts – Experts in odds and statistical modeling who contribute to content creation and betting tools.
• Content Writers – Journalists and bloggers who cover industry news, betting previews, and opinion pieces.
• Podcasters – Hosts and producers creating long-form discussions on betting strategies and industry trends.
• Advertising & Partnerships – Marketing professionals who monetize betting content through affiliate deals, sponsorships, and brand partnerships.

ParlayJobs has a page dedicated to sports media roles within the betting market.

Leading U.S. Sports Betting Media Companies

A handful of major players dominate the sports betting media space, with new startups emerging regularly.

Established sports media brands have pivoted to include betting content or launched dedicated betting verticals. Some of the biggest companies include:

• Barstool Sports – Built a loyal audience and leveraged its brand to launch Barstool Sportsbook.
• Audacy – A growing audio-based sports media company with a strong betting focus.
• Action Network – A data-driven platform providing expert picks and analysis.
• VSiN – A sports betting network offering in-depth analysis from professional bettors.
• Bleacher Report Betting – A sub-brand delivering betting content to younger audiences.
• The Ringer – Produces sports betting podcasts and written content integrated into its broader sports coverage.

The betting media sector offers an easier path into the industry compared to traditional sports media. The low barrier to entry lets aspiring professionals build an audience independently.

Breaking Into Sports Betting Media

The sports betting media space is wide open, few people have a decade of on‑air betting experience, so newcomers with real expertise quickly stand out. Here’s how to get in:

On‑Air Talent

• Build a personal brand. Launch a betting‑focused YouTube channel, TikTok series, or Twitter feed. Use your insights to attract followers and catch the eye of traditional networks and niche outlets like VSiN.

Content & Analysis

• Leverage your data skills. If you’ve worked as a sports trader or data analyst, transition into content roles at companies such as Action Network, Barstool Sports, The Athletic, or emerging sports‑data startups. Your ability to break down odds and trends is in high demand.

Marketing & Creative

• Tap into the betting demographic. With a mostly young‑male audience, roles in social media management, graphic design, and video production offer low‑friction entry points. Show you can speak their language and grow engagement.

Network & Contribute

• Get seen. Attend industry events (SBC Summit, iGB), engage in LinkedIn groups, and write guest posts for betting platforms. Credibility comes from being part of the conversation—and that’s how you land your first gig.

The sports betting media industry is still in the early innings of explosive growth.

That means now is the perfect time to jump in.

Leverage your betting know‑how, build a personal brand, and target roles that match your skills—whether on‑air, in data analysis, or in marketing.

The market rewards those who move fast and stand out. Your next career breakthrough in sports betting media is waiting.