For most of 2026, Kalshi had the prediction-market creator economy largely to itself. From April to August, it drew between 85% and 92% of all views on prediction-market sponsored videos each month. Polymarket's share never passed 12%.
September broke that pattern. Polymarket's share of views jumped to 46%, and Kalshi's fell to 53%.
Polymarket’s share of prediction-market sponsored views jumped in September
Share of views on prediction-market sponsored videos, by month published, 2026
- Kalshi
- Polymarket
Source: Spotlight Analytics, sponsored videos published April–September 2026. Views as of October 9, 2026.
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| Kalshi | Polymarket | |
|---|---|---|
| Apr | 92% | 6.4% |
| May | 85% | 12% |
| Jun | 88% | 9.0% |
| Jul | 89% | 8.8% |
| Aug | 88% | 10% |
| Sep | 53% | 46% |
Fewer videos, bigger audiences
Polymarket did not get there by outspending Kalshi on volume. Kalshi sponsored 2,409 videos from 91 creators in September, against Polymarket's 959 videos from 35 creators.
Both companies grew fast. Kalshi nearly doubled its sponsored videos from August, when it had 1,273. Polymarket went from 180 videos and 14 creators in August to 959 and 35, a fivefold increase in videos.
The difference is reach per video. Polymarket's sponsored videos averaged about 86,500 views in September; Kalshi's averaged about 39,800. Polymarket's September roster includes The Herd with Colin Cowherd, one of the biggest shows in sports media.
Kalshi still sponsors far more videos
Prediction-market sponsored videos published in September 2026
Source: Spotlight Analytics, September 2026.
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| Sponsored videos | |
|---|---|
| Kalshi | 2,409 |
| Polymarket | 959 |
| FanDuel Predicts | 91 |
| ProphetX | 21 |
| Novig | 18 |
Why it matters
Prediction markets are now competing with each other for sports audiences, not only with sportsbooks. The two leaders appear to be taking different routes. Kalshi is building breadth, with many creators and many videos. Polymarket is concentrating on fewer creators with very large audiences.
For sportsbooks and DFS operators, both strategies point the same way: prediction markets are now sponsoring many of the creators their customers already watch.
What to keep in mind
This is one month of data at the start of the football season, so it may not last. Views measure reach, not trading or sign-ups, and September's videos are still collecting views. Spotlight will keep reporting how the split changes through the fall.