Sports media and betting are on their way to being inextricably intertwined.

"If you look at the traditional way sports betting has been launched in Europe and even in North America -- in the offshore and black markets -- how people bet is through betting apps," said to John Levy, CEO of theScore, a Canadian sports media company.

Those apps aren't where betters get their actual score lines and injury updates; they're where gamblers turn to once they've watched the game or read about it elsewhere.

"They're nothing more than a transactional app," Levy said on the Digiday Podcast.

Close to half of U.S. states (and Washington, D.C.) have legalized sports betting to some degree in the two years since the Supreme Court struck down the law that banned it nationwide.

Sports betting may be on hold right now, but publishers like Barstool Sports -- purchased by gambling operator Penn National Gaming in a deal that valued the company at $450 million -- have been betting on the category growing once sports come back later this year. Like theScore, the acquisition will allow one company to facilitate wagers while also providing betters with the sports news they base their risk-taking on.

The industry is estimated to be worth $8 billion by 2025.

Levy thinks legalization will be accelerated by the coronavirus pandemic's effect on public funds at a state level.

"That's trillions of dollars that they're now trying to recover, and I don't care what side of the political fence you're on, the reality is the governments are going to have to start to figure out how to replenish those coffers," Levy said.

A majority of theScore's users bet on sports instead of just reading about them, Levy said, citing third party (and the company's own) data. Nearly half of the bets happen while the relevant game is in play, and despite being a Canadian company, 70% of theScore's users are in the U.S.