Analysts Raise DraftKings Targets as NFL Season Wagering Estimates Climb

DraftKings drew fresh analyst support this week as the 2026 NFL season got underway. Citizens raised its price target to $37 from $36 with an Outperform rating, arguing that prediction markets appear to be expanding total wagering activity rather than cannibalizing traditional sportsbook handle. Bernstein lifted its target to $29 from $27, citing expectations that regulatory treatment of sports-related event contracts will develop along fragmented state and federal lines rather than producing a single dominant venue.

The American Gaming Association estimates Americans will legally wager about $29.5 billion on the season through U.S.-regulated commercial channels. DraftKings is entering that window with its sportsbook and casino products live nationwide on a single unified app for the first time.

The company also ran a one-day nationwide promotional push built around in-app enhancements and a new marketing campaign, aimed at driving early-season engagement. Competition from prediction-market operators remains the central question for the stock, with rivals expanding sports event contracts ahead of the fall calendar.