Insights
Inside the Canadian sports betting conversation on Twitter
By
Wednesday, 30 March 2022
Millions of Canadian sports fans use Twitter every day with Twitter convos becoming as much a part of the sports experience as the action on the field, ice or pitch.
Twitter Canada research shows that 70% of sports fans agree that Twitter helps them keep currrent with what’s happening in their favourite sports * A growing segment of this sports conversation is around sports betting, focused on tips, strategies and other essential info for fans looking to wager.
While hockey is widely known as Canada’s sport, football is actually the most popular sport in betting conversations amongst Canadians, followed by hockey, basketball, and baseball, in that order. **
However, major moments will drive bursts of betting convos, especially if a Canadian team is involved. For example, the single biggest Canadian sports betting conversation of 2021 was about the Montréal Canadiens (@CanadiensMTL) when they advanced to the Stanley Cup Finals in June of that year. **
For decades, Canadians have had the ability to play real money multi-event sports gambling games through their provincial lottery retailers. However in August 2021, the federal government revised the regulations to allow single-event wagers, and in the coming days, Ontario will broaden their approach even further, allowing residents to wager on their favourite teams via private operators such as FanDuel (@FanDuel) and theScore Bet (@theScoreBet).
For these new entrants in our market, Twitter offers a variety of options in terms of campaigns, promoted content and more. Visit our Ads Help Center for more details on these options.
Top Twitter Follows for Canadian Sports Betting News
Canada’s evolving sports betting industry has led to a number of new media brands. These outlets focus on keeping Canadians informed about the latest news, trends, tips and more. From our two largest sports networks, you have TSN Edge (@TSN_Edge) and from the team at Sportsnet, SN Bets (@SNBets).
There is also The Parleh (@theparleh), billed as “Canada’s sports betting network” in their Twitter bio. The website and Twitter feed offers a range of original content, industry news and insights.
Beyond the brands, there’s also a deep roster of Canadian journalists, commentators, creators and influencers who have emerged as a big part of our sports betting conversation. Here is a list of some key voices to follow to get that inside POV on the latest betting trends and topics.
Follow this Twitter list to keep tabs on all these accounts via one click. We also had The Parleh’s Noor Zainab (@noorrzainab) and Canadian media analyst Adam Seaborn (@AHBSeaborn) join us on Twitter Spaces for a chat about this new sports betting climate in Canada. Topics discussed included tips for how Canadians can best navigate these new betting options and how to best mobilize on Twitter to enhance your sports betting “game.”
Listen to the replay of our Twitter Spaces chat here, and keep tabs on Twitter for the latest advice and trends on sports betting in Canada.
* Source: Twitter Insights Survey, Canada, June 2020
** Source: Twitter Internal Data (Semantic Core). Sports betting conversation, Mar 1, 2021 - Feb 28, 2022, Canada. Data retrieved Mar 2022
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