"24% of viewers plan to blend traditional TV and streaming - a 14% increase from 2022 - as audiences shift between devices and services."
"89% of UK fans still plan to watch matches on television, underscoring the continued dominance of the big screen for live sports moments."
"85% of UK viewers say they will continue watching matches even if the team they support is eliminated, indicating that interest is increasingly sustained by the scale and momentum of the tournament itself."
"77% of viewers incorrectly named at least one platform they believe will carry matches, illustrating how fragmented distribution and streaming habits can create uncertainty around viewing access."
Nexxen's predictions report on UK viewership for the 2026 FIFA World Cup reveals significant shifts in audience behavior. 24% of viewers plan to blend traditional TV and streaming, a 14% increase from 2022. Despite this, 89% of fans still intend to watch matches on television. The report indicates that 85% of viewers will continue watching even if their team is eliminated, showing sustained interest in the tournament. Additionally, 49% plan to watch most or all matches live, while confusion about broadcasting rights persists among viewers.
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