Spotlight Intelligence
News and research from Spotlight
Original reporting on the companies competing for sports fans' attention: sportsbooks, prediction markets, daily fantasy and the creators they sponsor. Built on Spotlight's own market data.
Market Moves · October 18, 2026
Prediction Markets Now Sponsor Four Videos for Every Ten From Sportsbooks. In July It Was One.
Weekly prediction-market sponsored videos more than quadrupled between late July and late September, while sportsbook and DFS volume grew about a fifth. The gap between the two markets is closing faster than the sportsbook side is growing.
By Spotlight Analytics · 1 min read →
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- Brand RivalriesPrizePicks Sponsors Far More Videos. Why Is Underdog Getting More Views Per Video?PrizePicks put its brand in almost five times as many sponsored videos as Underdog Fantasy in September. Underdog’s videos drew about 50% more views each, and for most of the year the gap was far wider.
- Brand RivalriesPolymarket Went From a Tenth of Prediction-Market Ad Views to Nearly Half in One MonthFrom April to August, Kalshi drew close to nine in ten views on prediction-market sponsored videos. In September Polymarket’s share jumped to 46%, while it sponsored fewer than half as many videos as Kalshi.
- Market MovesPrediction Markets Are Moving Into the Sportsbook Influencer EconomyIn September, 23 creators who had been sponsored by sportsbook and DFS brands took a prediction-market sponsor for the first time. Only one went the other way. Kalshi and Polymarket are recruiting from the talent pool sportsbooks built.