June was a month to remember for every US betting app, thanks to the glitz and glamour of the World Cup.
However, that momentum is ebbing and flowing, seemingly in only one direction. An intriguing line in the sand is being drawn between legacy sportsbooks and up-and-coming prediction markets, such as Kalshi.
According to data from Apptopia, traffic to the traditional sportsbooks was heavily front-loaded. Well-known giants including DraftKings, BetMGM and Caesars all hit their peak daily active users (DAUs) on June 15, just four days after the start of the tournament.
From there, however, their audiences began to nosedive, falling between 32 per cent and 41 per cent by the end of June.
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Kalshi Big Winners With Users Up
What is clear is that, in contrast, prediction platforms Kalshi and Polymarket are experiencing a sharp climb. Indeed, Kalshi’s DAUs on June 30 were 36 per cent higher than its level at June 15, while Polymarket benefitted from a 12 per cent surge over the same period.
Combined, the two heavyweights captured 51 per cent of the group’s combined daily-active pool in June, representing a significant leap from the 6 per cent market share they held just last summer.
Whether this change is sustainable remains to be seen, but it is obvious that sportsbook players are actively making the move across. Data has revealed that the share of DraftKings users who also opened with Kalshi rose from 12 per cent on June 1 to 17.4 per cent on June 22.
The reverse trend, however, hasn’t happened. Kalshi users dabbling with traditional sportsbooks have actually declined over the course of the World Cup. While traditional sports bettors are branching out, prediction market users are staying loyal.
Broader Demographics Turning To Kalshi
Kalshi’s reach has certainly extended throughout the tournament. Its fastest-growing groups were women (+106 per cent) and users aged 46 and older (+60 per cent).
Currently, their weekly active users sit at around 33.3 per cent female.
For now, users across the board will be keeping a keen eye on the shift in momentum. Only time will prove whether the bubble created by the World Cup will hold for good or burst.
