Perceptions of Sports Betting and Promotions in the U.S.: Evidence from a Mixed-Methods Sentiment Analysis of YouTube Comments.

Abstract

This study examines public attitudes toward sports betting and promotions in the United States by analyzing YouTube comments. Using keyword searches, 210 videos were identified, yielding 2,369 comments for analysis. A hybrid approach combining automated BERT sentiment analysis with human-coded content analysis was employed to determine overall sentiment and to identify key themes, endorsers, and sportsbook brands. Results revealed a predominance of negative and neutral sentiments, with positive sentiments least frequent. BERT detected more negative sentiments than the human-coded analysis, which indicated a more balanced distribution. Content analysis showed that positive responses were often directed at entertainment features such as humor, music, and celebrities, whereas negative responses focused on celebrity endorsements, excessive advertising exposure, and frustrations with sportsbook brands' customer services. Prominent celebrities, including Charles Barkley and Paige Spiranac, received relatively favorable comments, while Wayne Gretzky and Jamie Foxx were criticized. Larger sportsbook brands such as BetMGM, DraftKings, and FanDuel were mentioned most often but attracted more negative feedback compared with smaller brands. These findings underscore the need for advertisers to balance entertainment with responsibility, for sports betting operators to improve transparency and user experience, and for regulators to establish clearer guidelines on advertising practices. Future research should consider longitudinal approaches and extend analysis to additional social media platforms to capture evolving public attitudes toward sports betting.