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  1. Bank of America24 min

    From sports to pop culture: Prediction markets $1 trillion bet

    Julie Hoover, TJ Thornton

    By early July 2026, prediction market volume surged to $13 billion weekly as incumbents like DraftKings and FanDuel launched vertical exchanges while Kalshi captured 4 million new users during the FIFA World Cup. The sector now approaches parity with traditional U.S. sports betting handle, driven by institutional adoption of earnings hedges, retail crypto trading, and a strategic expansion into non-traditional demographics through pop culture markets. Despite these gains, the industry faces significant regulatory uncertainty with active lawsuits in multiple states and a anticipated U.S. Supreme Court ruling on sports event contracts expected by 2027.