World Cup Audience Behaviour Study

The World Cup 2026 Digital Audience Behavior Study explores how audiences engage with football's biggest global event across Brazil, the UK, France, Mexico, Poland, and the United States.

Based on a survey of 33,561 respondents, the study examines:

• Tournament viewing habits and audience composition
• Differences between Casual Viewers and Core Fans
• Viewing platforms and device preferences
• In-match multitasking and second-screen behaviours
• Browsing, shopping and commerce activity during matches
• Post-elimination viewing intentions
• Market-specific audience characteristics and media consumption patterns

Key findings show that Casual Viewers represent the majority of the tournament audience across all six markets, accounting for between 56% and 69% of viewers. The study also reveals significant differences between Casual Viewers and Core Fans in terms of attention, digital behaviour, platform usage and tournament loyalty.

The report provides advertisers, agencies and media planners with actionable insights into how major sporting events influence audience behaviour and advertising opportunities across different markets and digital environments.

Conducted by Adlook Research, the study offers a cross-market perspective on audience engagement ahead of the FIFA World Cup 2026.

https://www.adlook.com/world-cup-audience-behaviors-report/