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NFL betting projections stall as prediction markets attract more players

National NFL betting handle is projected to flatline this season as sportsbooks face intense competition from rising prediction markets and savvier players.

Written by the BettingEdgeHub desk, 9 September 2026

The American Gaming Association expects legal NFL betting handle to reach 29.5 billion dollars this season. This is virtually unchanged from the 29.4 billion dollars recorded last season. The rapid expansion of legal sports betting across the US has slowed down significantly in recent months.

Missouri enters first full season

For people living in Missouri, this season represents the first full year of legal NFL betting after sportsbooks launched there last December. Bettors in that state can now wager on every game from opening week to the Super Bowl without restriction. No other states are launching legal sports betting for the first time this season.

Prediction markets gain ground

Traditional sportsbooks are facing massive competition from prediction markets like Kalshi and Polymarket. Kalshi reported 41 billion dollars in volume in July with sports accounting for over 82 percent of that trading. These platforms allow users to buy and sell sports contracts like financial assets.

Some financial analysts believe these new markets might actually help traditional sportsbooks rather than hurt them. Research shows that bettors who use both platforms actually increased their sportsbook spending by 27 percent. Only four percent of sportsbook handle has migrated entirely to exchanges.

Bettors use multiple apps

NFL fans are increasingly spreading their money across several different betting platforms to find the best value. A recent survey of football bettors revealed that 64 percent plan to use at least two sportsbooks this season. Another 16 percent of those surveyed expect to use three or more different apps to place their wagers.