Leaders from the world’s largest companies, equity research firms, hedge funds, and the Federal Reserve rely on Morning Consult’s 30,000 daily survey interviews in 45 countries covering more than 5,000 brands, economic indicators, and risk metrics. Category Advantage measures the drivers of brand strength by capturing mental availability and emotional closeness among competitors.
Category Advantage measures the drivers of brand strength by capturing both mental availability (likelihood a brand comes to mind) and emotional closeness (how strongly consumers connect with a brand) among all competitors. Schedule a private briefing on this research. .
FanDuel is the default brand for live, action-oriented moments in prediction and betting markets. When something is happening right now and people want to check odds, act quickly, and participate while an event is unfolding, FanDuel is the brand they most naturally think of. This is not broad relevance across all prediction scenarios — it is dominance in the highest-frequency entry points in the category. FanDuel wins by being obvious in fast, shared, real-time moments. The strategic challenge is to extend that real-time authority into adjacent live events without drifting into slower, more analytical territory that belongs to other brands. Clarity and speed are FanDuel’s most defensible advantages.
Prediction and betting markets are a system of entry moments ranging from high-velocity, high-emotion triggers to slower, more deliberative ones. FanDuel competes at the fast, action-oriented end. People enter through triggers like:
FanDuel is recalled when people want to act in the moment and see results quickly. While sports remains the clearest anchor, FanDuel is also meaningfully present in non-sports live-event moments, as long as those moments preserve immediacy and fast feedback.
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1. Defend the live-moment core relentlessly. FanDuel’s primary role should remain explicit: the fastest way to participate when something is happening live. Continue to over-invest in game-time and live-event cues, reinforce the habit of “check FanDuel now,” and ensure product and communications remove friction at the moment of action. This is FanDuel’s most defensible advantage.
2. Extend into adjacent live events — not analytical prediction. Growth should come from moments that preserve liveness: major cultural or entertainment events, high-attention real-world moments with fast resolution, situations where outcomes change quickly and publicly. FanDuel’s 34% on real-time tracking is a foundation. Avoid repositioning as a platform for long-range forecasting or complex interpretation.
3. Use social competition as reinforcement, not the lead. FanDuel’s strong associations with bragging rights (48%) and comparing predictions (47%) should continue to amplify live participation rather than replace it as the core story. The winning sequence is: action first, social payoff second.
4. Be disciplined with ‘knowledge’ framing. FanDuel’s 40% on knowledge-based returns is solid, but this knowledge is best framed as situational, context-specific, and tied to what’s happening right now. Resist broader claims about foresight or long-term predictive insight, which risk blurring the brand’s sharp mental role.
5. Measure success through retrieval speed, not just breadth. Future success should be judged by sustained leadership in live sports moments, incremental growth in non-sports live-event entry points, stable or increasing network size without dilution of core associations, and clear differentiation from analytical or forecasting-led brands.
Morning Consult conducts over 30,000 daily proprietary surveys in 45 countries covering more than 5,000 brands and 50 economic indicators.
Our category advantage research is aimed at understanding the needs driving consumers in your category — and how your brand can own more of them. This research is built on validated principles of brand-driven growth and powered by Morning Consult’s industry-leading sampling technology.
Capture both mental availability (the likelihood your brand comes to mind when consumers face a need or occasion) and emotional closeness (how strongly consumers connect with your brand), benchmarked against competitors.
Directly tied to mental availability, see the specific needs, occasions, and triggers that drive purchase decisions in your category, and how strongly your brand is linked to them.
Direct investment toward the moments and consumer segments with the greatest potential to grow your brand.
Get survey results in 4–5 days through a centralized dashboard and short-form memo that equips stakeholders with clear direction on where and how to win.