The blockchain-based prediction market Polymarket was prominently featured during the Golden Globes Awards, which aired on Sunday. Media reports indicate that odds on potential winners in each category were displayed and referenced by hosts throughout the show.
Over the course of the event, which averaged 8.66 million same-day viewers, Polymarket showcased its accuracy. CEO Shayne Coplan said on Tuesday via X that the platform correctly predicted 26 of the Globes' 28 categories.
"We have a long way to go to educate the public on the value of market-based forecasts, but you can't deny its accuracy," Coplan stated. "People have more clarity about the world because Polymarket exists. A surreal moment and a highlight for all our team members' moms."
The Golden Globes integration followed an exclusive partnership announced last week, described as a move to strengthen audience engagement. This marks the latest in a series of high-profile partnerships secured by Polymarket in recent months.
On January 7, Polymarket announced an exclusive partnership with Dow Jones to make its real-time prediction market data available on the publisher's consumer-facing platforms, including the Wall Street Journal. The company announced similar partnerships with Yahoo Finance in November and the NHL in October.
Prediction markets allow users to bet on various outcomes, with odds set by traders rather than the house, enabling observers to glean public opinion and insights. Proponents argue they are more accurate than traditional polls because participants have cash at stake.
Prediction markets gained mainstream attention after correctly predicting the outcome of the 2024 U.S. presidential election ahead of traditional polls. Polymarket's election market specifically received mainstream mentions as it attracted over $3 billion in bets.
Since then, prediction markets have grown in popularity with the addition of sports markets. In December, Kalshi and Polymarket reached a combined $9 billion in volume, according to data from cryptocurrency news outlet The Block.