The Australian wagering market has undergone a dramatic shift over the past five years. Once the dominant force with an estimated 45% market share in 2020, TAB (operated by Tabcorp) has seen its position erode as digital-first competitors like Sportsbet and Bet365 have captured the growing mobile betting audience.
This article provides the latest TAB betting market share Australia data, competitive analysis, and industry news for 2026.
TAB vs Sportsbet vs Bet365 – Current Market Share
According to industry analysts at IBISWorld and H2 Gambling Capital, the Australian online wagering market is now a two-horse race between Sportsbet and TAB, with Bet365 establishing itself as a strong third player.
Key observations:
- Sportsbet has overtaken TAB as the market leader, driven by aggressive marketing, same-game multi innovations, and exclusive AFL/NRL partnerships
- TAB maintains a strong retail presence (TAB outlets in pubs and clubs) but has lost ground in mobile
- Bet365 has grown rapidly through competitive odds and international brand recognition
- The top three operators now control 89% of the market, up from 75% in 2020
| Operator | 2020 Share | 2023 Share | 2025 Share | Change (2020-2025) |
|---|---|---|---|---|
| Sportsbet | 38% | 41% | 42% | +4% |
| TAB (Tabcorp) | 45% | 38% | 35% | -10% |
| Bet365 | 5% | 9% | 12% | +7% |
| Others | 12% | 12% | 11% | -1% |
TAB’s Recent Performance and Strategic Response
Tabcorp’s TAB has faced significant challenges in the digital wagering space. The company’s demerger from its lottery business (The Lott) in 2022 was intended to streamline operations, but competition has continued to intensify.
TAB’s key challenges:
- Retail decline – Foot traffic to TAB outlets has decreased as punters shift to mobile
- Technology gap – Sportsbet’s app features (same-game multis, cash-out, live streaming) have set a high bar
- Brand perception – TAB is still associated with retail betting, while competitors are seen as “modern”
Tabcorp’s strategic responses (2025-2026):
- TAB app overhaul – A redesigned mobile app launched in late 2025 with improved user experience and faster bet placement
- Racing partnerships – Expanded exclusive wagering agreements with Racing NSW and Racing Victoria
- Retail transformation – Converting traditional TAB outlets into “TAB lounges” with hospitality offerings
- Cost reduction – $200 million in annual cost savings announced in February 2026
Financial performance (Tabcorp Wagering division, 2025-2026):
Competitor Analysis – Sportsbet, Bet365 and Others
Sportsbet (Flutter Entertainment) – Market leader with 42% share
Sportsbet’s success is built on first-mover advantage in same-game multis and aggressive marketing. The brand sponsors multiple NRL and AFL teams and its “Bet with Mates” social features have driven engagement. Sportsbet’s parent company Flutter also owns FanDuel in the US, providing cross-market insights.
Bet365 – Third place with 12% share
The UK-based giant has grown through competitive odds, extensive international racing coverage, and a user-friendly interface. Bet365’s “early payout” promotions (e.g., paid as winner if your team leads by 2 goals in soccer) have proven popular. The brand has minimal Australian marketing spend, relying on word-of-mouth and international reputation.
Others (11% combined share):
- Ladbrokes – Owned by Entain, focuses on “Ladbrokes Punters” loyalty program
- Neds – Also owned by Entain, positioned as a “challenger brand” with quirky marketing
- PointsBet – Differentiated by “PointsBetting” high-risk/high-reward format
- BetRivers – Smaller player, focused on niche markets
| Operator | Market Share | Parent Company | Key Strength |
|---|---|---|---|
| Sportsbet | 42% | Flutter Entertainment | Same-game multis, marketing |
| TAB | 35% | Tabcorp | Retail network, racing ties |
| Bet365 | 12% | Bet365 Group | Competitive odds, global scale |
| Others | 11% | Various | Niche offerings, loyalty programs |
Recent Industry News and Regulatory Developments
March 2026 – Tabcorp Announces New CEO
Tabcorp appointed a new CEO for its wagering division, former Betfair executive Sarah Rennie. Rennie has announced a “digital-first” strategy with a $50 million technology investment over two years.
February 2026 – Sportsbet Fined $3.7 Million
Sportsbet was fined by the Victorian Gambling and Casino Control Commission for sending marketing messages to self-excluded customers. The fine is the largest ever issued for responsible gambling breaches in the state.
January 2026 – Bet365 Gains NSW Racing Rights
Bet365 secured an agreement to stream NSW racing live on its platform, previously an exclusive TAB advantage. The deal allows Bet365 to offer in-play betting on all NSW races directly within its app.
December 2025 – Government Considers Wagering Tax Reform
The Federal Treasury released a discussion paper on harmonizing state wagering taxes. Currently, TAB benefits from lower tax rates in some states due to its retail presence, a point of contention for online-only competitors.
November 2025 – TAB Launches “TAB Digital”
TAB rebranded its mobile app and online platform as “TAB Digital” with a new user interface and faster bet settlement. Early data shows a 15% increase in mobile user retention since launch.
Conclusion
TAB’s market share has declined from 45% to 35% since 2020, as Sportsbet (42%) has become Australia’s largest wagering operator. Bet365 holds third place with 12%, and consolidation among smaller operators continues.
Tabcorp’s strategic response includes digital investment, cost reduction, and retail transformation, but regaining market leadership will require closing the technology gap with Sportsbet and Bet365.
Sources: IBISWorld, H2 Gambling Capital, Tabcorp annual reports, Victorian Gambling and Casino Control Commission
Who Leads Australia’s Betting Market – TAB or Sportsbet?
Q1: What is TAB’s current market share in Australia? ▼
TAB (Tabcorp) holds approximately 35% of the Australian wagering market as of 2025, down from 45% in 2020. Sportsbet leads with 42% market share.
Q2: Why has TAB lost market share to Sportsbet? ▼
TAB’s decline reflects slower mobile adoption, an outdated app experience, and the rise of same-game multis pioneered by Sportsbet. TAB’s retail focus has become less relevant as punters shift online.
Q3: How is Tabcorp responding to increased competition? ▼
Tabcorp has launched a redesigned “TAB Digital” app, expanded racing partnerships, announced $200M in cost cuts, and appointed a new digital-focused CEO for its wagering division.
Q4: What is Bet365’s position in the Australian market? ▼
Bet365 holds 12% market share, placing it third behind Sportsbet and TAB. The UK-based operator has grown through competitive odds and international racing coverage without heavy local marketing.
Q5: What recent regulatory changes affect TAB and its competitors? ▼
Recent developments include Sportsbet’s $3.7M fine for marketing breaches, potential wagering tax harmonization, and Bet365 gaining NSW racing streaming rights previously exclusive to TAB.
