Observed Signal · Apr 9, 2026 · Report Release · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Nexxen: UK World Cup Viewing Splits TV and Streaming
Nexxen published a 2026 UK outlook forecasting how audiences will watch the 2026 FIFA World Cup, using proprietary Nexxen Discovery data, historical patterns and a survey of more than 1,000 UK adults. The report finds viewing is fragmenting across linear TV and streaming: many viewers will blend traditional TV and streaming, most still expect to watch on television, and a substantial share will continue to follow the tournament even after their team is eliminated. Nexxen highlights audience confusion over broadcast rights (BBC and ITV hold rights) and promotes programmatic activation via its unified platform (SSP/DSP), Nexxen Sports and first-to-market access to the Nexxen TV Home Screen on Smart TVs.
Vendor research and programmatic product signals relevant to advertisers planning major live-sports media buys; provides actionable audience and distribution insights but is a vendor report rather than a major platform policy or industry-wide standard change.
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Key Takeaways & Evidence Grounding
- Nexxen launched a UK 2026 FIFA World Cup viewership predictions report on 9 April 2026.
- Survey of more than 1,000 UK adults who intend to watch the tournament informed the report.
- Report findings: 24% of viewers plan to blend traditional TV and streaming (a 14% increase from 2022); 89% plan to watch matches on television; 85% will continue watching even if their team is eliminated; 49% plan to watch most or all matches live.
- 77% of viewers incorrectly named at least one platform they believe will carry matches, despite BBC and ITV holding UK broadcast rights.
- Nexxen markets a unified platform (SSP + DSP + Nexxen Data), Nexxen Sports, Nexxen Discovery and programmatic access to Nexxen TV Home Screen native Smart TV units.
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Nexxen: World Cup Audiences Shift Across Screens in Singapore
Nexxen published a predictions report on Singaporean viewership for the 2026 FIFA World Cup, using proprietary data, historical trends and a consumer survey of 1,000+ Singaporean adults. The report finds sustained engagement (87% of viewers say they will continue watching even if their team is eliminated), a 27% increase in OTT/CTV viewing since 2022, and multi-daypart consumption patterns (mobile and laptop dominate work‑hour viewing at 53%, while TV leads evenings at 84% and weekends at 85%). Nexxen positions its unified platform (DSP + SSP + Nexxen Data) and product features such as Nexxen TV Home Screen to help advertisers activate against these shifting viewing habits. The full 2026 FIFA World Cup Singapore Outlook report is available from Nexxen.
Survey: 2026 World Cup Drives Multi‑Platform Viewing
A Reviews.org survey of 1,000 Americans planning to watch the 2026 FIFA World Cup finds the tournament will be consumed across a wide range of screens and channels. The study reports heavy social‑media consumption of clips and highlights alongside traditional live broadcasts and streaming services. Major findings include high intent to follow highlights on social platforms, continued use of linear TV, substantial interest in streaming via platforms like FOX One and Peacock Premium, and a sizable minority relying on antennas for free local broadcasts. Nearly half of respondents said they'd subscribe to a streaming service specifically for the World Cup, and roughly one in five expect to cancel post-tournament. The tournament (104 matches) begins June 11, 2026, across the U.S., Canada, and Mexico, and broadcasters/streamers including FOX, Peacock, Tubi, Roku and Verizon are positioning multi‑platform coverage.
Nexxen Sports Connects Brands with Engaged Live Sports Fans
Nexxen announced the launch of Nexxen Sports, a new suite that combines premium live sports content with data-driven audience insights, targeting, and dynamic creative to connect brands with highly engaged fans across devices. Built on Nexxen’s unified, data-led platform including a DSP and SSP, Nexxen Sports enables advertisers to plan cross-screen media, uncover audience affinities, and activate data-informed creative for regular-season matchups and global tentpole moments such as FIFA’s 2026 World Cup. Nexxen cites Inside Live Sports research showing 48% of Americans watch live sports, with 85% tuning in weekly or more, and notes that 75% of fans use a second device while watching. The offering includes turnkey campaign packages around marquee events and year-round reach, plus second-screen retargeting. Industry voices from Nexxen, KINESSO, and FanDuel Sports Network underscore faster, measurable, data-driven activation and performance.
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