Market share measures the percentage of a team’s offensive production accounted for by a player, providing a valuable way to gauge a player’s role and involvement within their offense. But market share alone doesn’t tell the whole story. A 30% target share on a low-volume offense can be less impactful than a 20% share in a high-powered, pass-heavy attack. We’ll walk through examples of this and talk about how the Market Share Tool can be helpful in fantasy football.
Think of market share like a slice of pie. If the pie is small (slow-moving, low-scoring offense), then even a big slice won’t fill you up with fantasy points. But if both the pie and the slice are big, that’s where you get fed.
Accessing the Market Share Tool in UDK+
- Log in to your UDK+ account.
- Hover over the “Research” tab.
- Click on “Market Share.”
You’re in. Now, let’s talk about what this tool can tell you. The tool is organized by position, allowing you to toggle between RB, WR, and TE.
Note: The percentages are based only on games played by each player. You can see that number in the far left column (Don’t be fooled by Tyler Higbee’s 100% TD rate in weeks 16 and 17, when Matthew Stafford threw a total of one TD in those two games).
Hover over the heading of each column for a brief explanation.
You can also switch from Table to Charts to view percentages in graph form.
Let’s look at a few case studies from the 2024 season.
RB1 Blueprint: Market Share Kings
Elite RBs typically dominate their backfield usage. Here’s a look at the top three in percentage of their team’s RB fantasy points in 2024:
Williams even had 100% of the Rams’ RB rushing TDs (14). In fact, the only other Ram to score a rushing TD on the season was WR Puka Nacua. Williams was a true workhorse on the ground. Scroll over to receiving market share, however, and you’ll see a measly 8.0%. That was vastly different than Barkley’s situation on the Eagles, who scored a total of 29 rushing TDs on the season. Barkley’s impressive total of 13 rushing TDs was one-upped by teammate Jalen Hurts.
Takeaway: Elite RBs don’t share the load unless they are elite pass catchers like Jahmyr Gibbs, Alvin Kamara, and De’Von Achane.
Not surprisingly, at the top of the RB list for target share was Alvin Kamara with 23.1%. That is not expected to change in 2025.
Ladd McConkey, Los Angeles Chargers
Ladd McConkey was a fantasy stud in his rookie year, finishing as the WR12 in half-PPR formats. But his market share stats weren’t necessarily elite:
- Target Share: 24.3%
- Receiving Yards Share: 31.2%
- TD share: 31.8%
While his receiving yards share was 31.2% (11th among WRs), his target share was 24.3% (18th), and his TD share was 31.8% (22nd).
He finished behind guys like Wan’Dale Robinson (WR 41) and Josh Downs (WR36) in target share, but McConkey thrived because he made the most of his opportunities and YAC ability.
Terry McLaurin, Washington Commanders
- Target Share: 23.3% (34th)
- WR Finish: 6th overall (226.8 points)
- Receiving TD Share: 46.4% of Washington’s total
Scary Terry finally got himself a QB that unlocked his potential. But TDs are not always sticky year to year; his 2024 success screams regression in 2025. He is currently holding out of training camp to attempt to cash in on his best pro season to date.
Trey McBride, Arizona Cardinals
- TE Fantasy Point Share: 82.3%
- Target Share: 29.3%
- TD Share: 10%
Quite the opposite of our previous case study. McBride was dominant between the 20s, but was mostly left out of the end zone party. With a 29.3% target share, he only ended up with 10% of the Cardinals’ TDs.
Even with Marvin Harrison Jr. expected to make a year two leap, McBride’s workload is rock solid. If he gets even league-average TD luck, he could finish as the TE1 overall.
ADP Note: His high price tag of TE2 might be drafting him at his floor.
Market Share Outliers
The market share tool is excellent for spotting anomalies as well.
Nick Westbrook-Ikhine, Miami Dolphins
- Receiving TD Share: 40.9%
- Reception Share: 9.6%
Westbrook-Ikhine showed an incredible nose for the endzone in 2024. His discrepancy between TD share and reception share was by far the largest last season. Don’t expect him to repeat this in 2025 on his new team in Miami.
This unsustainable efficiency on low volume will most certainly lead to regression this year.
Jameson Williams, Detroit Lions
- Target Share: 18.9% (52nd)
- Fantasy Output: 12.2 PPG (WR20)
- Total Points: 183.2 (19th)
Williams benefited from the highest-scoring offense in the NFL. Detroit has multiple weapons all over the field, allowing for mismatches and big plays for Williams. He was able to finish as WR20 while ranking 52nd in target share with efficiency.
With OC Ben Johnson gone, expect a drop in offensive output. However, an increased target share could offset that.
The net result could be a potential wash, but Williams’ upside remains enticing in mid-rounds. He’s a breakout candidate if volume ticks up.
Keenan Allen, FA
- Target Share: 27.2% (10th)
- Fantasy Output: 10 PPG (WR35)
Target share must be paired with offensive quality and red zone involvement. Volume alone in a struggling offense like the 2024 Bears is not enough.
Allen is currently a free agent and most likely will sign with a new team in the coming weeks. At 33 years old (young enough to be Adam Thielen‘s son), he still demanded targets with elite route running in a crowded receiving room.
Final Word
Market share is another tool to add to your toolbox during draft season. Look for outliers and regression candidates, both negative and positive. Head over to the UDK+ to investigate and help yourself discover the whole picture.
