MoffettNathanson Research released a report called NFL Season Recap – It’s All Over But the Crying (paywall), looking back at 2016-17.

Part of the analysis focused on sports betting, and opportunities missed by the NFL to generate more interest and revenue. The NFL has generally tried to distance itself from the possibility of legal sports betting.

Commissioner Roger Goodell routinely says his league is opposed to it. That’s in the face of the fact that Americans wager billions of dollars illegally every year on NFL games. Federal law prohibits single-game wagering outside of Nevada.

Here’s the top-level analysis from the report’s section on sports betting:

One potential change in the direction of viewership and ad dollars would be an evolution in the NFL’s view of legalized national sports gambling. …

Up to this point, the NFL has been reluctant to embrace [NBA Commissioner Adam] Silver’s point of view. Perhaps that would change if broader business decisions — and the health of the NFL’s TV partners — were taken more into account.

“This report from the leading media analyst on Wall Street shows TV partners why legalizing sports betting would boost viewership and grow advertising revenue,” said Sara Slane, the American Gaming Association’s senior vice president of public affairs, in a release highlighting the sports betting component of the report. “We invite broadcasters and advertisers to join our growing coalition to advocate for Congress to lift the failing federal ban on sports betting.”

The nitty-gritty on sports betting and engagement

Here are some of the numbers from the report, per the report:

If the US were to legalize sports betting, roughly 10 percent of non-bettors would be likely to bet on sports, which would raise the overall time spent by viewers watching NFL games.