FIFA World Cup Qatar 2022™ Global Engagement & Audience Report (Detailed report)

Investment Rating - The report does not explicitly provide an investment rating for the FIFA World Cup Qatar 2022 industry Core Insights - The FIFA World Cup Qatar 2022 engaged 5 billion fans across all media platforms, including linear TV, digital, social media, and FIFA platforms [19] - The total reach of the final match between France and Argentina was the highest ever, with 1.42 billion viewers [19] - The average global live audience for the tournament was 175 million viewers, reflecting an 8.2% decrease from the 2018 tournament [87] - There was a substantial increase in digital and social engagement, with the 2022 final delivering a 621% increase in social media engagements compared to the 2018 final [19] - Digital streaming records were set, with Telemundo's coverage of the final being the most streamed FIFA World Cup match in U.S. media history [19] Summary by Sections Total Engagement - The total engagement for FIFA World Cup Qatar 2022 was projected to reflect the total number of people who engaged with the event, extending beyond traditional TV reach [4] - Claimed consumer behaviors related to engagement were collected from 24 markets, with a total sample size of 26,000 [5] Audience Measurement - The majority of audience data was sourced from official television auditing agencies and Publicis Sport & Entertainment [9][10] - Linear TV reach was reported at 2.87 billion viewers, with a noted 11.9% decrease in one-minute reach compared to the 2018 tournament [39] Digital and Social Media Engagement - The report highlighted that 2.62 billion hours of viewing were reported on digital platforms, with a significant portion coming from MRL owned and operated platforms [118] - China accounted for 49.8% of all hours of viewing on digital and social platforms globally, with Douyin and Miguvideo being the most viewed platforms [122] Regional Engagement - The highest consumption of coverage was in Africa & Middle East with 9.89 billion viewer hours, followed by Asia with 9.56 billion hours [103] - Europe saw a 21.0% increase in coverage hours compared to the 2018 tournament, while North America experienced a 44.2% decrease [95] Match Audience - The final match had an average audience of 17.43 million for Argentina and 25.07 million for France, with a total of 1.064 billion viewers [76] - The top ten most-watched matches included Argentina vs. France in the final, which had a global live audience of 50.8 million [79]