Genius Sports is looking less like a pure data vendor to sportsbooks and more like a media company with a betting business attached. The London-based sports data giant reported second-quarter 2026 results on Thursday showing its media technology, content and services segment surged 193% year-over-year to $78.2 million, while its longtime core betting technology, content and services business grew a steadier 28% to $117.4 million.
The numbers mark a turning point for a company that built its reputation supplying real-time official data feeds to sportsbooks worldwide. Genius is increasingly leaning on advertising and audience reach to drive growth, a shift accelerated by its acquisition of Legend, the sports and gaming media company that closed on May 1.
Legend Deal Fuels the Media Jump
Genius said the reported media segment increase largely reflects the addition of Legend, but noted that the legacy Genius media business and Legend each grew organically by more than 20% on their own — evidence the surge isn’t purely an acquisition accounting effect. Legend brought with it an owned audience of roughly 118 million users, giving Genius a direct advertising and content distribution channel it never had as a strictly business-to-business data supplier.
Group revenue overall climbed 65% to $195.5 million, beating the company’s own guidance of $185 million, while adjusted EBITDA rose 54% to $52.6 million against a $45 million forecast. Genius posted a GAAP net loss of $76.7 million for the quarter, wider than the $53.9 million loss a year earlier, which the company attributed to one-time costs tied to the Legend transaction — including $28.9 million in transaction-related expenses, $13.8 million in net interest expense from acquisition financing, and an $8 million loss on remeasuring contingent consideration.
What It Means for the Industry
Genius Sports’ data underpins live odds and in-play markets across major sportsbook operators, so its pivot toward media and advertising is notable for a market watching how data suppliers monetize beyond straight licensing fees. The company pointed to growing demand for its Genius Sports Moment Engine and continued momentum for GeniusIQ-powered products as additional drivers behind the media segment’s growth, alongside rising interest in prediction markets and live sports advertising more broadly.
On the strength of the quarter, Genius raised its full-year 2026 guidance, now projecting group revenue between $1.005 billion and $1.025 billion and adjusted EBITDA of $285 million to $295 million — both increases of $15 million at each end of the prior range. If the trend holds, media and advertising could become a larger share of Genius Sports’ business than the sportsbook data contracts that built the company in the first place.
The smartest 5 minutes in betting
Get the week's best offers, line moves, and data-driven picks — straight to your inbox. No spam, unsubscribe anytime.
Join 240,000+ subscribers. 21+ only.
