Traditional sportsbooks are expected to handle the majority of NFL betting in the US this season despite growing activity on prediction markets, according to Eilers & Krejcik Gaming (EKG).
EKG forecasts approximately $40.5 billion in total NFL betting handle, including $31.7 billion through traditional sportsbooks and $8.4 billion through prediction markets.
Sportsbooks Account for 79% of Handle
The forecast gives sportsbooks an estimated 79% share of total NFL betting, compared with 21% for prediction markets.
EKG expects overall sports betting handle to increase 8% year over year, with demand continuing to grow without the boost associated with a major global sporting event such as the FIFA World Cup.
The figures indicate that prediction markets have established a significant presence in NFL-related activity but remain smaller than traditional sportsbooks by projected handle.
Prediction Markets Gain NFL Activity
Prediction markets have recorded substantial trading activity around the start of the 2026 NFL season.
Reuters reported that prediction-market trading volume reached approximately $3.12 billion on the first Sunday of the NFL season.
Kalshi accounted for around $590 million in Week 1 contracts during the opening weekend, highlighting the growing volume of sports-related prediction markets.
Market Competition Expands
The growth of prediction markets adds another channel for consumers interested in NFL-related contracts, creating a more competitive environment alongside established sportsbooks.
However, EKG’s forecast indicates that traditional sportsbooks will continue to generate the larger share of NFL betting activity during the current season.
For sportsbooks, operators and prediction-market platforms, the NFL provides a major test of how the two models develop alongside each other as prediction markets expand their sports offerings across the US.
