The Similarweb is a modern digital marketing intelligence platform that conducts studies across various segments, with a recent focus on analyzing the Brazilian sports betting market. In its latest sector analysis, covering the period from September to November 2023 and recently published, it provides in-depth insights into the industry.
Key findings:
* The sector experienced a growth in website traffic between September and November 2023, with a significant increase of 95%.
* In November 2023, 66% of the total recorded visits went to only 1% of the industry's websites.
* Major sporting events, such as the Pan-American Games in Santiago and the Libertadores semifinals, acted as potential catalysts for traffic on sports betting sites.
Overview of the online betting sector:
From September to November 2023, betting sites accumulated a total of 2.1 billion visits, with an average of 6 minutes per visit. In November alone, there were 61.4 million unique visitors.
These numbers suggest that approximately 40.9% of the adult population in Brazil accessed at least one betting site in the last quarter.
The graph below presents comprehensive metrics of visits to betting sites, including engagement data such as the average visits per page, average session duration, and the volume of non-bounce visits between September and November 2023.
Online market distribution:
Of the total visits recorded in November 2023, 66% were concentrated on only 1% of the industry's sites. This indicates a traffic concentration in some domains of the sector.
Within this mentioned 1%, are the betting sites with the highest traffic share: bet365 leads with 21% of the traffic, followed by Betnacional with 14.9%, Betano with 10.4%, Pixbet with 9.6%, Sportingbet with 6.4%, and KTO with 5.6%.
These numbers highlight the significant presence of these platforms in attracting visitors in the betting scene. For a complete view of the leading sites, the detailed ranking can be found below.
Ranking of betting sites by visit share in November 2023
Factors that moved the industry in the last quarter:
Major sporting events, such as the Pan-American Games in Santiago, the Libertadores semifinals, and the F1 GPs in Qatar, the USA, and Mexico, along with the Artistic Gymnastics World Championships, acted as potential catalysts for traffic on sports betting sites.
While visits to sports betting sites recorded an impressive increase of 80.6%, other segments also experienced growth: visits to casino sites increased by 118.35%, lottery sites by 55.2%, poker by 27.5%, and bingo by 55.8%.
With the decline of sports competitions at the end of the year, Similarweb pointed out that it was expected that the casino, lottery, poker, and bingo sectors would stand out. This pattern was already observed in 2022, as, in addition to the decrease in sports championships and events at the end of the year, lotteries attracted a considerable increase in visits due to bets placed during the festive holiday season.
Similarweb Methodology:
Disclaimer: All data, reports, and other materials provided or made available by Similarweb are based on data obtained from third parties and include estimates and extrapolations based on this data. Similarweb will not be responsible for the accuracy of the materials and will have no liability for any third-party decision based in whole or in part on these materials.
Data and insights by: Vicky Almeida, Similarweb Insights Leader LatAm. Review and text by: Violeta Vaal, Similarweb Content Specialist LatAm.
Source: Similarweb
