The Oddschecker Top 5 remained unchanged during January as a run of punter friendly results drove the implied industry margin to its lowest level in over a year.
William Hill increased its share of bet slip clicks to 11.58% from 10.31% the previous month, with its bet share also up 5.2pp.
Outside of the Top 5 of Bet365, William Hill, Sky Bet, Paddy Power and Betfair, Unibet was the biggest mover over the month, a 0.6% rise in bet slip clicks sufficient to lift it three spots to seventh. LeoVegas-owned BetUK slipped back four places to 10 as click share fell to 3.38% from 5.15% in the prior month.
Outside of the Top 10, Sporting Index was the biggest mover, increasing its click share by 1.3pp.
January saw the Oddschecker-implied industry margin depressed by the win rates of the favourites in horse racing and football.
In racing, this exceeded 38%, the highest since February 2022 and the second highest monthly figure since percentage since horse racing resumed post-Covid in June 2020.
While in EPL football, the ‘big 6’ of Man City, Arsenal, Liverpool, Man Utd, Spurs and Chelsea won 90% of the matches that they were favoured to win, well above their average win rate of 64%.