Dow Jones has secured a data partnership with Polymarket following recent media agreements between rival Kalshi and major broadcasters, placing prediction markets at the center of competition for financial news exposure.
Dow Jones and Polymarket said Wednesday that they signed an exclusive agreement under which Polymarket’s real-time prediction market data will be made available across Dow Jones’ US financial media properties. Financial terms of the deal were not disclosed.
The partnership applies to consumer-facing platforms operated by Dow Jones, including The Wall Street Journal, Barron’s, and MarketWatch. Polymarket data will be presented through dedicated data modules on digital products such as homepages and market-related pages, with select placements planned for print editions.
Rivalry for media distribution
The agreement follows recent moves by prediction market competitor Kalshi, which last month reached similar arrangements with CNN and CNBC. Under those deals, Kalshi’s probability data is scheduled to appear in television broadcasts and digital platforms starting this year.
Against that backdrop, the Dow Jones partnership places Polymarket alongside established financial news publishers at a time when prediction markets are drawing increased attention from institutional audiences.
Product integration plans
Dow Jones said it will roll out new consumer-facing features built on prediction market data. These include a custom earnings calendar designed to show market-implied expectations related to corporate performance. The companies said additional data-driven products are expected to launch over time.
“We’re making prediction markets data accessible to our users, because it’s a rapidly growing source of real-time insight into collective beliefs about future events,” Dow Jones CEO Almar Latour said.
Polymarket operates an event contracts platform that allows users to place cryptocurrency-based bets on outcomes tied to sports, entertainment, politics, and economic developments. Such platforms have seen increased institutional interest since the 2024 US presidential election.
Reach across financial publications
Dow Jones is a unit of News Corp and owns a portfolio of financial and business publications that also includes Investor’s Business Daily, Mansion Global, Financial News, Risk & Compliance, and Dow Jones Newswires. The companies said Polymarket data will be featured on Dow Jones’ consumer-facing outlets.
As of September 2024, The Wall Street Journal reported a daily circulation of 474,700.
“The collaboration will provide audiences with greater visibility into prediction market signals across a range of economic, political, and cultural topics, offering a new lens for understanding how markets assess probabilities and future outcomes,” the companies said. “Polymarket data will be displayed through dedicated data modules on Dow Jones digital properties, including homepage and market-related pages, as well as through select print placements.”
Bloomberg News reported in October that Polymarket was in early discussions with investors and was seeking to raise funds at a valuation between $12 billion and $15 billion.
Polymarket is backed by Intercontinental Exchange, the owner of the New York Stock Exchange, and already has data relationships with Yahoo Finance and Google Finance.