40 Million UK Consumers Plan to Watch the World Cup

Why It Matters

The findings reveal a premium, highly engaged audience that advertisers can reach across multiple digital touchpoints, turning live‑sport moments into measurable sales lift. Brands that deploy flexible, real‑time campaigns on open‑Internet platforms stand to capture the bulk of this spending surge.

Key Takeaways

• 60% of Brits (≈40 million) will watch the World Cup
• 88% of sports fans use connected channels for live sports
• Open‑Internet platforms are 1.4× more popular than walled gardens
• 57% will buy food or drink; 53% will stock up on alcohol
• Brands need real‑time, cross‑screen campaigns to capture engaged fans

Pulse Analysis

The 2026 FIFA World Cup, hosted in North America, is set to dominate the UK media landscape despite inconvenient time zones. Research from Appinio for The Trade Desk indicates that 60% of British consumers will tune in, pushing broadcasters and advertisers to accommodate a fragmented viewing habit. Fans are expected to hop between live television, catch‑up services, YouTube highlights, streaming apps and social platforms, creating a mosaic of screens that brands must address to stay top‑of‑mind during the tournament.

From an advertising perspective, the data underscores a decisive shift toward open‑Internet channels. While 88% of sports enthusiasts already consume live events on connected TV, 81% rely on open web sources such as Sky Sports’ site or BBC Sport when traditional broadcasts miss the mark. Open‑Internet platforms are 1.4 times more likely to be used than walled‑garden ecosystems, and they enhance the memorability of key sports moments by 1.3 times. This suggests that programmatic buying, addressable TV and dynamic creative optimization on CTV and web properties will outperform legacy, siloed media buys.

The commercial upside is equally compelling. More than half of World Cup viewers intend to purchase food, drink or alcohol, and 30% plan to order delivery, translating into a sizable lift in consumer spend. Brands that can activate real‑time, cross‑screen campaigns—leveraging data to trigger offers the instant a goal is scored—will convert cultural excitement into direct revenue. Rigid, single‑screen strategies risk missing the fleeting yet powerful moments that drive purchase intent, while agile, multi‑platform approaches can capture the full value of this 40‑million‑strong audience.