It was a major development when ESPN, in partnership with Penn Entertainment, launched the ESPN Bet platform in November 2023.
Despite the immense resources of the app’s ownership, the product has failed to make a significant impact in the sports betting industry. Sportico reported in May that ESPN Bet held just 3.2% market share in the US, dwarfed by industry giants FanDuel (37%) and DraftKings (35%).
With pressure mounting, ESPN has unveiled a series of changes to streamline its content with its betting features, in the hopes of becoming a real player in US sports betting.
New app includes numerous features
Last week, ESPN launched a new and improved live-sports streaming app called ESPN Unlimited. A subscription to the app costs $29.99 per month or $299.99 per year and bundles all 12 ESPN channels, such as ESPN, ESPN2, ESPNU and ESPNEWS, among others. ESPN said subscribers will also have better access to written content.
The app includes a vertical video feed, similar to those used on TikTok and Instagram. Users can also select up to four games of interest to create a single-screen, multi-view experience with live events.
Additionally, ESPN Unlimited patrons will receive personalized “SC For You” updates. This includes AI-generated voices from SportsCenter anchors discussing pertinent news and highlights based on the customer’s interest.
And that’s only the beginning.
Fans can receive stats, big-play alerts, and, most importantly, betting information directly to their phones in real time, said ESPN president Jimmy Pitaro.
“We really are on the verge of another industry-shaping moment. Fans don’t just want to watch. They want to experience; they want to interact.”
ESPN has been forced to refocus its content strategy during the social media era. Clips of highlights can be circulated almost in real time, reducing the necessity of old-school recaps of the day’s biggest games.
On top of that, the company’s recent lean into "hot take artists" has left many fans frustrated, and it has not boosted the popularity of its betting app, arguably ESPN's biggest risk as a company.
All eyes on ESPN Bet
Despite the changes, more could be on the horizon. ESPN marketing chief Tina Thornton suggested that, one day, customers could watch a play in real time and then select a player and purchase merchandise connected to that player.
“You watch [Alabama quarterback] Ty Simpson break a passing record and then one-tap and you can buy his jersey.”
No matter the approach, the success – or lack thereof – of ESPN Bet is still crucial. ESPN’s operating income fell 17% despite reaching close to $650 million during Q1 2025, and its linear viewership has steadily declined during the streaming era.
There is also an opt-out agreement looming between Penn and ESPN. The former can break the partnership in November 2026.
Meanwhile, Americans wagered nearly $150 billion on sports in 2024, marking a 23.6% year-over-year increase. Thirty-nine states will soon have legal sports betting markets once Missouri launches its market in December.
ESPN Bet’s path to long-term sustainability and success will come from consistently winning the battles of audience acquisition and retention. The sportsbook is currently live in 19 states and Washington D.C.