Nexxen’s 2026 World Cup Forecast Helps Advertisers Plan for Fragmented TV Landscape

Core Insights - Nexxen has launched a predictions report for the 2026 FIFA World Cup, utilizing proprietary data to analyze audience behavior and provide insights for advertisers [1][3] - The report indicates that while World Cup audiences are increasing, viewing habits are rapidly diversifying across streaming and linear platforms [1] Group 1: Audience Behavior and Trends - U.S. interest in soccer has risen by 48%, with North America hosting the tournament being a significant factor [6] - 43% of fans plan to watch via streaming/apps and virtual multichannel video programming distributors (vMVPDs), marking a 14% increase from 2022 [6] - If free streaming options become available, 87% of fans would opt to watch matches on a free ad-supported streaming (FAST) service [6] - There is widespread confusion regarding where to watch, with 90% of intended viewers incorrectly identifying at least one platform that will carry matches [6] Group 2: Advertising Insights and Solutions - Nexxen's unified platform, which includes a supply-side platform (SSP) and demand-side platform (DSP), allows advertisers to engage with fans across various screens [2] - The report combines data from Nexxen Discovery, a tool that tracks audience behavior, with historical viewing patterns and a consumer survey of over 1,000 U.S. adults intending to watch the tournament [3]