The World Cup creates the biggest shared viewing moments in the world, but the way audiences follow the tournament is changing – together with the questions advertisers, broadcasters, agencies and platforms need answered.
Live football viewing remains anchored in the big screen experience but the audience journey now extends across streaming, connected TV, mobile, clips, highlights, social reaction and catch‑up. The result can look fragmented in reporting, even when it feels seamless to viewers.
That shift matters because it changes the commercial conversation. In 2026, the industry will be asking how is the World Cup really being watched across every platform and device?
Fifty5Blue’s new series, Window on the World Cup, is designed to bring clarity to changing audience behaviours, whether before the first whistle, through the tournament’s biggest moments and after the final itself.
We will use the best of Fifty5Blue’s data, technology and expert opinion to bring new insights into the world’s biggest sporting event across three key areas:
- Cross‑media data: understand the totality of World Cup viewing across platforms, channels and devices – during the tournament and beyond. We will explore data from a variety of markets to understand how viewing patterns differ and the importance of both linear and streaming for audiences.
- Fan insights: our TGI and SportScope data will reveal who is following this year’s tournament and what has changed since Qatar 2022 with insight designed to be immediately useful in targeting, creative, sponsorship strategy and media planning.
- Innovation: how Fifty5Blue applies advanced technology and deep expertise to bring clarity in a way that fits the requirements of each market. We will share examples of how measurement services are delivered across the world from the likes of out-of-home viewing in Norway, to advanced audio-matching in Switzerland.
Join us over the coming months as we bring a new Window on the World Cup to help advertisers, broadcasters and agencies make better decisions in the moments that matter.
Fifty5Blue: your window on what the world is watching.