For most of 2026, prediction markets were a side story in sports creator sponsorships. Sportsbooks and daily fantasy operators sponsored roughly ten times as many videos every month. In September that changed quickly.
Prediction-market companies sponsored 3,476 videos in September, up from 1,556 in August and from fewer than 1,000 in every month from April to July. Many of the creators they added were already in the sportsbook world.
Prediction-market sponsored videos more than doubled in September
Sponsored videos per month, 2026
- Sportsbooks and DFS
- Prediction markets
Source: Spotlight Analytics, sponsored videos published April–September 2026.
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| Sportsbooks and DFS | Prediction markets | |
|---|---|---|
| Apr | 8,340 | 763 |
| May | 8,239 | 813 |
| Jun | 8,567 | 918 |
| Jul | 7,646 | 822 |
| Aug | 8,139 | 1,556 |
| Sep | 9,129 | 3,476 |
Twenty-three to one
Of the creators a sportsbook or DFS company sponsored in August, 23 took on a prediction-market sponsor in September that they had not had the month before. Over the same period, one creator who had been with a prediction market added a sportsbook.
Kalshi signed the most of them, with 13 of the 23. Polymarket added 7, FanDuel Predicts 2 and Novig 1.
Where the 23 creators went
Prediction-market sponsor added in September by creators who had a sportsbook or DFS sponsor in August
Source: Spotlight Analytics, August–September 2026.
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| Creators | |
|---|---|
| Kalshi | 13 |
| Polymarket | 7 |
| FanDuel Predicts | 2 |
| Novig | 1 |
The creators came from across the sportsbook and DFS market. Eight had been sponsored by PrizePicks in August, seven by Hard Rock Bet, five by FanDuel and four by DraftKings. Some had worked with more than one. The group includes The Herd with Colin Cowherd, which moved from a Hard Rock Bet sponsorship in August to Polymarket in September, and The Action Network, which added Kalshi.
Added, not abandoned
This is not yet a story of creators leaving sportsbooks. Fourteen of the 23 still had a sportsbook or DFS sponsor in September, and sportsbook and DFS sponsored videos rose 12% month over month, to 9,129.
What has changed is the competition for the same creators. A creator with an audience of sports bettors now has two kinds of buyers: companies offering state-licensed sports bets and fantasy contests, and companies offering event contracts on the same games.
Why it matters
For sportsbook and DFS marketers, the creators they built relationships with are now working with a new group of competitors too. That could push up the price of the most valuable creators and make exclusive arrangements harder to keep.
For prediction markets, the fastest route to sports bettors appears to run through the creators sportsbooks already found. Hiring them is quicker than building a new roster from scratch.
The September numbers cover a single month at the start of the football season, so the next few months will show whether this is a lasting shift or a seasonal push.