2026 FIFA World Cup Viewing Set to Fragment Across Linear & Streaming in UK, Nexxen Forecast Finds

Why It Matters

The findings signal that advertisers must adopt multi‑screen, programmatic strategies to reach fans across both TV and streaming, or risk missing a sizable, engaged audience. Misunderstanding of broadcast rights also creates an opportunity for brands to clarify access and capture attention during key moments.

Key Takeaways

• 24% will blend TV and streaming, up 14% since 2022
• 89% still plan to watch matches on traditional television
• 85% will keep watching even if their team is eliminated
• 49% expect to view most or all matches live
• 77% misidentify at least one platform, showing broadcast confusion

Pulse Analysis

The 2026 FIFA World Cup is set to become a litmus test for the UK’s evolving sports‑media ecosystem. Historically, major tournaments drove massive linear TV audiences, but the rise of over‑the‑top services and smart‑TV interfaces is reshaping consumption patterns. Nexxen’s data‑driven outlook captures this shift, revealing that while 89% of fans still gravitate toward the big screen, a growing 24% will toggle between broadcast and streaming. This hybrid behavior reflects broader consumer comfort with on‑demand options and the desire for flexible viewing experiences.

For marketers, the report underscores the necessity of a unified media buying approach. Nexxen’s platform, which integrates a supply‑side and demand‑side solution, enables programmatic access to TV home‑screen inventory and native smart‑TV units—precisely where fragmented audiences converge. Brands can now target fans at the moment they discover content, whether they are watching a live match on BBC, catching highlights on a streaming app, or switching devices mid‑game. The high intent to stay engaged even after a favorite team exits (85%) further expands the window for sponsorship and real‑time activation beyond traditional live‑game slots.

Looking ahead, the confusion around broadcast rights—77% of respondents misnamed at least one platform—creates a strategic opening for advertisers to educate viewers and position themselves as the trusted guide to the tournament. As the UK market continues to blend linear and digital, agencies that leverage granular audience insights and flexible, cross‑screen buying will capture the most value. Nexxen’s forecast not only maps current habits but also signals that future rights negotiations will need to address clarity and accessibility to sustain audience growth.