Yahoo Finance Taps Polymarket as Exclusive Prediction Market Provider

Polymarket said on Wednesday that data from its prediction market platform will be integrated into Yahoo Finance, expanding elements of its product to potentially more people.

The announcement was made on X, in which Polymarket said that it had become Yahoo Finance’s “exclusive prediction market partner,” while sharing a 30-second video featuring the song “Timeless” by The Weekend and Playboi Carti.

A divisive presidential election boosted Polymarket’s profile last year, and the company has linked up with recognizable names in tech and finance—including New York Stock Exchange owner Intercontinental Exchange, or ICE—as it tries to build on that momentum and return to U.S. markets.

Yahoo Finance sources data from several entities, but ICE Data Services provides coverage for all of its markets and indices, spanning from Argentina to Vietnam. ICE planned to invest up to $2 billion in Polymarket, the prediction market said last month.

Yahoo Finance debuted in 1997, and the website had more than 150 million global monthly visitors last year, according to its parent company. In the U.S., Yahoo Finance is currently ranked fifth among publishers in terms of popularity, according to data from Similarweb.

Partnerships with publications like Yahoo Finance allow Polymarket to expand its potential reach, yet the company faces stiff competition from Kalshi.

In terms of notional trading volume, Polymarket and Kalshi have generated $1 billion and $1.3 billion over the past week, respectively, according to a Dune dashboard. A year ago, as the U.S. presidential race climaxed, Polymarket led the prediction markets space.

Kalshi teamed up with retail brokerage Robinhood to offer its customers access to prediction markets earlier this year, with an emphasis on professional sports. Last week, CEO Vlad Tenev described prediction-market activity as one of Robinhood’s fastest growing segments.

Prediction markets are also being folded into social gaming apps like MyPrize, which signed a distribution deal this week with Crypto.com’s North American affiliate. Crypto.com’s prediction markets are also set to be distributed by fantasy sports app Underdog, among others.

The competition between Polymarket and Kalshi is as intense as ever, but it appears that some firms aren’t interested in picking sides. For example, when Google said that prediction market data would be folded into Google Finance, it chose to tap both firms—and the NHL licensed trademarks to both platforms in a joint announcement last month.