Observed Signal · Jun 18, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
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.
Regional audience forecast and dataset highlight shifting viewership to OTT/CTV and multi-daypart consumption; relevant for media planning, CTV buys and programmatic activation but not a major-platform policy or global technical standard.
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Key Takeaways & Evidence Grounding
- Nexxen launched a 2026 FIFA World Cup Singapore predictions report using proprietary data and consumer surveys.
- 87% of surveyed Singaporean viewers said they will continue watching the tournament even if their team is eliminated.
- OTT/Connected TV (CTV) viewing in Singapore is up 27% since 2022, per Nexxen's report.
- During work hours, 53% of viewing is on mobile and laptop; TV leads evenings (84%) and weekends (85%).
- Nexxen combines a DSP, an SSP and the Nexxen Data platform and offers products such as Nexxen TV Home Screen; the company is headquartered in Israel and traded on Nasdaq under ticker NEXN.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Sports Audiences Shift to CTV and Cross-Screen
Teads published a global research report on sports audiences and cross-screen behaviour across major 2026 sporting events, combining survey data and analysis previously summarized in an industry blog. The study (9,000 respondents) finds high multi-screen engagement—56% use a second screen during games, with intensified activity for basketball (NBA, NCAA March Madness)—and measurable commercial impact: 49% report higher purchase likelihood when brands advertise consistently across TV and digital, 51% are open to trying new brands discovered during sports, 30% shop online during tournaments and 24% purchase event-related products. The research highlights CTV and premium digital environments (CTV, sports sites, news) as effective contexts, and Teads will present findings at IAB NewFronts. Combined with earlier Teads data showing growing CTV penetration and cross-screen recall gains, the report reinforces cross-platform, contextual strategies for advertisers during sports moments.
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