Dow Jones has signed an exclusive deal to integrate Polymarket's prediction data into The Wall Street Journal and MarketWatch, signalling a major shift in how financial news utilises betting odds to gauge future events.
In a landmark move that signals the definitive arrival of prediction markets into the mainstream financial consciousness, Dow Jones has announced an exclusive partnership with Polymarket. The deal will see real time data from the world's largest prediction market integrated across the media giant's portfolio, including The Wall Street Journal, Barron's, and MarketWatch.
This strategic alliance comes at a pivotal moment for the New York based Polymarket, which has seen its fortunes transform dramatically over the last twelve months. Following a relaunch in the United States in late 2025, the platform has surged in popularity, currently sitting as the number one free sports app on the Apple App Store, outpacing established titans such as DraftKings and FanDuel.
Under the terms of the agreement, Dow Jones will weave Polymarket's probability data directly into its digital fabric. Readers can expect to see dedicated data modules on homepages and market related sections, offering a unique lens on how collective trader sentiment assesses the likelihood of future events. A standout feature of this collaboration is the introduction of a custom earnings calendar. This tool will highlight market implied expectations for corporate performance, allowing investors to gauge risk and sentiment alongside traditional financial indicators.
Almar Latour, CEO of Dow Jones and Publisher of The Wall Street Journal, emphasised the value of this new data stream. He noted that prediction markets are a rapidly growing source of real time insight into collective beliefs. Latour stated that the mission is to help people make decisions by offering reliable news, data, and analysis, and that partnering with Polymarket aims to help consumers better interpret market sentiment.
For Polymarket, the deal represents a significant seal of approval from the financial establishment. Shayne Coplan, the company's founder and CEO, remarked that the Dow Jones group is setting a new standard for accessible, data driven information. He added that the partnership combines journalistic insight with real time market probabilities to create a truly comprehensive news experience.
The path to this partnership has been paved with significant regulatory milestones. Founded in 2020 as a cryptocurrency-based exchange, Polymarket faced early hurdles with the Commodity Futures Trading Commission. However, the company secured its market reaccess in July 2025 through the strategic acquisition of the federally regulated derivatives exchange and clearinghouse QCEX for $112 million. Since its soft launch in early December 2025, the platform has seen explosive growth, offering contracts on everything from NFL and NBA games to economic and political outcomes.
The announcement also highlights the intensifying competition in the prediction market space. Media rivals have already begun staking their claims, with CNBC signing a similar deal with prediction startup Kalshi last month to bring probability data to its TV broadcasts. CNN has also partnered with Kalshi, setting the stage for a fierce battle between the two exchanges for dominance in the American media landscape.
While financial terms of the Dow Jones deal remain undisclosed, the stakes are clearly high. Bloomberg News reported in October that Polymarket was in discussions to raise funds at a valuation between $12 billion and $15 billion. With billions of dollars in predictions traded to date, the integration of this data into the daily reading habits of the world's most influential investors marks a new chapter for both journalism and financial betting.
Expert Analysis
This partnership marks a watershed moment for the gambling and financial sectors alike. For years, we have seen a gradual blurring of the lines between day trading and sports betting, but the integration of Polymarket data into The Wall Street Journal formalises this convergence. By treating prediction market odds as a legitimate financial indicator comparable to bond yields or P/E ratios, Dow Jones is validating the "wisdom of the crowd" thesis on a massive scale. It suggests that the collective financial commitment of thousands of bettors is now seen as a reliable signal for breaking news, potentially more reactive than traditional analyst notes.
The competitive context here is equally fascinating. We are witnessing a proxy war between the two major prediction exchanges played out through legacy media brands. Kalshi aligned itself with the broadcast power of CNN and CNBC, aiming for the mass market TV audience. In contrast, Polymarket has secured the prestige of the print and digital financial press. This is a savvy move for Polymarket; their user base is likely more crypto native and financially literate, making the WSJ audience a far more natural fit than the general news viewer. It positions them not just as a betting app, but as a sophisticated financial instrument.
Finally, the speed of Polymarket's rehabilitation in the US market is nothing short of remarkable. To go from regulatory exile to the number one sports app and a partner of Dow Jones in under a year demonstrates the immense appetite for alternative asset classes. The acquisition of QCEX was the masterstroke that cleared the runway, but the execution since December has been flawless. They have effectively leapfrogged the traditional sportsbooks in terms of cultural relevance for a specific demographic, proving that the future of gambling may look less like a casino and more like a stock exchange.
