The spending behavior on betting in Colombia has undergone significant changes in recent years, reflecting trends ranging from the consolidation of the high-income segment to the transformation in entertainment consumption. According to the latest report on betting consumption, the total spending in this sector in 2024 reached USD 12.4 billion, with a total of 328 million registered transactions throughout the year.
Compared to previous analyses, there has been sustained growth in investment from high-income players.
While in 2017 the average betting ticket for players earning up to three minimum wages was USD 31.49, in 2024 this figure rose to USD 88.80. Likewise, bettors earning more than ten minimum wages have tripled their average ticket, consolidating themselves as the most economically impactful segment within the industry.
Data also shows that betting popularity peaked between December 2020 and December 2022, coinciding with an acceleration in expenditure in this sector. Since late 2023, the market has shown signs of stabilization. This phenomenon is partly due to a decrease in curiosity and popular narrative surrounding betting, as reflected in Google Trends measurements.
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Another key aspect of the report is the change in betting consumers' spending habits. A reduction in the purchase of durable and semi-durable goods has been identified, while spending on entertainment, travel, lodging, and restaurants has increased. This shift in consumption is reflected in the growing participation of players in activities such as digital subscriptions and entertainment applications, whose spending has maintained steady growth.
Additionally, the study highlights that 60% of bettors prefer to purchase food via delivery services rather than shopping in supermarkets, suggesting a consumption profile more oriented towards convenience and immediacy. It was also found that 9 out of 10 bettors are men, with a predominance of Generation X and Millennials, who make up the majority of active betting consumers.
In terms of industry impact, in 2024, Colombia recorded 2.04 million active establishments in the betting sector, with a base of 13.2 million cardholders who conducted betting-related transactions. Market expansion has been driven by diversification in payment methods and the consolidation of digital platforms.
The betting sector in Colombia continues to evolve rapidly, with sustained growth in online betting, which now represents 47% of total national revenue.
Operators such as BetPlay (20.33%), WPlay (14.55%), and Codere (11.79%) dominate the market, reflecting a shift towards digitalization and a preference for more accessible gaming experiences.
An unprecedented success, unbeatable in its category. The betting sector in Colombia continues to show impressive figures, with a 22% growth in digital transactions over the past year and an increasing average ticket. This industry has recorded revenues exceeding USD 12.4 billion and has solidified its economic relevance within the entertainment market. The stability in spending and preference for digital experiences suggest that the industry will continue transforming to adapt to changes in consumer behavior.
