While the match itself failed to meet expectations for many, the Jake Paul vs. Mike Tyson event live-streamed on Netflix offered a lot of insights into how companies, including sportsbooks and syndicators, can reach new audiences.
Aside from the $40 million purse taken home by 27-year-old Youtuber-turned-boxer Jake Paul, and the $20 million Mike Tyson made after going the eight-rounds, some estimates indicate that up to $100 million could have been wagered on the match.
According to betting data from FanDuel Sportsbook, in regards to bet count, Mike Tyson was the fan favorite – at 85 percent. Looking at the bet handle, however, Jake Paul was in the lead, at 53 percent. But the most popular round betting pick was for Tyson to win the fight in the first round.
Punters taking the long shot on Tyson faced significantly higher earnings. Canadian rapper Drake reportedly wagered some $355,000 on Tyson via online sportsbook Stake, which would have paid out over $1.01 million. Other celebrities, such as UFC superstar Connor McGregor (who reportedly bet some $1 million on fights over the weekend) and NBA star Shaquille O’Neal also chose to wager on the 58-year-old boxing legend.
But not all bets have to be big.
For Benedikt Becker, Marketing Director at Shikenso Analytics, “betting on Tyson wasn’t logical, but it felt right.
“Watching with friends and making small bets just makes it more fun and engaging”.
And Jake Paul has been quick to notice this. Paul co-founded sportsbook Betr in 2022 with Simplebet co-founder Joey Levy. The brand, which focuses on micro-betting, was featured prominently in the opening video of the event, and aims to tap into the “tens of billions of dollars in revenue” from the US sports betting industry by the end of the decade, according to Levy.
Wagers, streaming and syndication
“The fight showed how live sports fuel massive betting engagement. DraftKings, as the official sponsor, was front and center with prominent ring sponsorship during the event,” points out Becker.
“What’s interesting is the shift toward younger, tech-savvy audiences who are Netflix subscribers and getting more involved. Sharing trades on social media or with friends has become increasingly popular, adding a social layer to the experience,” he notes.
Both Drake and McGregor shared the fact that they had bet on Tyson via social media.
Sportsbooks – such as DraftKings, FanDuel, Caesars, bet365, BetMGM and others – were also quick to grab onto the event to attract new punters, offering hefty promotions and bonus bets.
Aside from sportsbooks, Netflix’s shift from video-on-demand (VOD) to live sports could provide further options to other companies as well, such as for sports technology providers.
“Companies like Sportradar can pivot by offering tools like real-time player stats, odds, and overlays to enhance the streaming experience.
“A wild idea? Netflix could integrate upselling features to their subscribers—clickable player profiles and stats, or even list fantasy leagues in their Netflix Game section. Sportradar could power these innovations, creating a new revenue stream for both sides,” notes Becker.
Sportradar, a sports technology company, provides everything from sports data, odds and live streams to gaming products and casino solutions.
But looking to Netflix itself, how can it capitalize off of its ongoing venture into live sports?
“Netflix’s live events offer global reach and targeting based on subscriber data. Marketing opportunities include prime slots for their ad-tier subscribers, demographic and localized targeting, in-stream product placements or exclusive pre- and post event content,” notes Becker.
“Another key shift? Sponsorship intelligence will become more critical than ever. Brands will need a holistic approach to track exposure—not just visually but also through brand shoutouts and mentions in press and media. Combining this with fan sentiment analysis—both during the event and on social media—will be key for measuring ROI and optimizing future campaigns”.
Becker notes how at Shikenso Analytics, brands have already been approaching the company to use its AI-powered insights to measure and optimize sponsorship impact. This has been particularly talked about during the boom in eSports, as sponsors try to truly understand what they’re getting for their buck.
Potential and cautionary tales
“Netflix will definitely expand. The Tyson-Paul fight showed there’s demand, and their ability to localize content gives them an edge. For example, cricket could dominate here in Southeast Asia, where it’s hugely popular. Other sports like F1, basketball, or eSports also fit Netflix’s global and younger audiences.”
But in order to do this properly, it needs to get its formula right, and avoid mistakes that give it a negative image.
“Netflix will likely need to upgrade their streaming capabilities. During the Tyson fight, meme culture exploded with “25 percent loading” jokes, and even meme coins were launched during the event. It’s fascinating how quickly internet culture jumps on trends, but it also highlights how critical a smooth streaming experience will be as Netflix scales its live offerings,” notes the marketer.
Despite the streaming dropouts, it’s estimated that some 60 million households watched the fight, which was offered to all 280 million-plus subscribers to Netflix. The event also reportedly triggered a double-digit rise in new subscriptions to the service, earning it millions in new revenue.
“Having run affiliate and performance campaigns for Netflix in the past, I know firsthand how challenging it’s become to drive subscriptions with the same offering,” notes Becker.
“Live sports tap into fandom and bring a sense of immediacy that on-demand content doesn’t. This trend is huge in Asia too.”
It will be interesting to see how other video-on-demand companies pivot to live sports streaming, something Apple is also doing, and exactly how this will shape the future of sports betting worldwide. And while the Paul vs. Tyson fight was dubbed by many as a “money grab”, it appears to have been effective.
