The upcoming Paris Olympics is expected to see a significant increase in sports betting, particularly in the U.S., where 16 states have legalized gambling since the last Summer Games, bringing the total to 38 states and D.C. Analysts predict this could be the most bet-on Olympics ever, with U.S. basketball and soccer teams favored to win multiple gold medals. Comcast's streaming service, Peacock, will also capitalize on this opportunity, airing the entire Olympics for the first time and aiming to attract and retain subscribers through improved user experience compared to previous Games. The favorable time zone for U.S. viewers—six hours ahead of Eastern Time—will enhance engagement, as opposed to the 13-hour difference during the Tokyo Olympics. Additionally, the UK betting app market is experiencing unprecedented growth, partly fueled by major events, with expectations that the Olympics will further boost new user downloads. Overall, these trends indicate a dynamic evolution in the sports betting landscape as major sporting events unfold.