As global sporting events continue to redefine how audiences consume media, the 2026 FIFA World Cup is shaping up to be a major test for advertisers navigating an increasingly fragmented television landscape. That challenge is the focus of a new predictions report from Nexxen, which uses proprietary data and forecasting to help advertisers understand where and how fans are expected to watch the tournament across North America.
The Nexxen 2026 World Cup Forecast draws on historical viewing trends, current behavioral signals, and a recent consumer survey to provide directional guidance for media planning. With the tournament expanding to 48 teams and being hosted across the United States, Canada, and Mexico, Nexxen points to a clear opportunity for brand engagement. At the same time, the company warns that audience growth will be accompanied by accelerating fragmentation across linear television and streaming environments.
According to the report, interest in soccer within the United States has increased significantly, with Nexxen data showing a 48 percent rise in interest driven largely by North America hosting the tournament. This growth expands the potential reach for advertisers, but it also complicates execution as viewing habits shift away from traditional broadcast models.
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Streaming is expected to play a central role in how fans consume World Cup content. Nexxen forecasts that 43 percent of viewers plan to watch matches via streaming apps or virtual multichannel video programming distributors, representing a notable increase compared to the 2022 tournament. The data suggests that streaming is no longer a secondary option for major sports events but a primary destination for a large portion of the audience.
The report also highlights the growing influence of free ad supported streaming. Nexxen found that 87 percent of intended viewers would watch matches on a free ad supported streaming service if one becomes available, reflecting consumer willingness to shift platforms quickly when cost free options emerge. This behavior mirrors recent events in sports streaming, where late additions of free access have rapidly changed viewing patterns.
Another challenge identified in the Nexxen 2026 World Cup Forecast is widespread confusion around distribution. The report indicates that 90 percent of intended viewers incorrectly named at least one platform they believe will carry World Cup matches. For advertisers, this confusion increases the risk of missed reach if campaigns are planned too narrowly around assumed viewing destinations.
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Nexxen positions its unified advertising platform as a way to address these challenges. By combining a demand side platform, supply side platform, and the Nexxen Data Platform, the company enables advertisers to activate insights across screens and formats as viewing behavior shifts. Solutions such as Nexxen Sports are designed to help brands align messaging with live sports moments while maintaining flexibility across linear and streaming inventory.
The report is informed by Nexxen Discovery, the company planning and insights tool that tracks audience behavior across screens, along with a 2025 survey of more than 1,000 English and Spanish speaking adults in the United States who intend to watch the tournament.
For advertisers, the Nexxen 2026 World Cup Forecast reinforces a critical takeaway. While the World Cup will deliver massive audience scale, success will depend on flexible, data driven planning that accounts for fragmented viewing and platform uncertainty. Brands that adapt to these shifts stand to capture attention at one of the most culturally significant sporting events in the world.
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