Defining the UK Fantasy Sports Audience

Beyond demographics

While fantasy players are generally younger, more digitally engaged and more immersed in sport than the wider population, the research found that demographics alone do not explain why people play fantasy sports.

Instead, the strongest differentiator is how people express their sporting identity.

Some people experience sport through lifelong fandom and analysis. Others through participation and competition. Some are immersed in sports media and online communities, while others simply enjoy fantasy as an accessible, social way to stay connected with sport.

Understanding these behavioural differences provides a far more useful framework for product development, content strategy and commercial decision-making than age, gender or social grade alone.

Five distinct audience segments

The report identifies five behavioural segments within the UK fantasy sports audience:

• Informed Traditionalists – fantasy extends lifelong sporting knowledge and fandom.

• Active Lifestyle Players – fantasy complements an active, health-focused lifestyle.

• Super Fans – highly engaged digital sports enthusiasts who consume, create and share content.

• Grassroots Competitors – participants whose love of fantasy is closely linked to playing sport themselves.

• Casual Observers – socially motivated players who value fantasy as an easy way to engage with sport.

Together, these segments demonstrate that there is no single fantasy sports audience. Different players have different motivations, behaviours and expectations, creating opportunities for more targeted products, communications and partnerships.

A significant opportunity for growth

The research also highlights the scale of the opportunity for the UK market.

While around 15% of adults in the United States and Canada participate in fantasy sports, UK penetration is estimated at around 7.5%. That suggests fantasy sports are only around half as established in the UK as they are in North America, leaving considerable room for future growth.

The report argues that sustainable growth will come not simply from serving today's most engaged fantasy players, but from recognising the different ways people engage with sport and designing experiences that reflect those differences.

Download the report

The Defining the UK Fantasy Sports Audience report is intended as a practical resource for organisations across the fantasy sports ecosystem, including:

• Operators and platforms

• Sports bodies and rights holders

• Media organisations and content creators

• Tools and data providers

• Sponsors and commercial partners

Whether you're developing a fantasy product, planning a media campaign, exploring sponsorship opportunities or looking to better understand your audience, the report provides a behavioural framework to support more informed decision-making.