The news: As the FIFA World Cup kicks off, viewers around the globe are tuned in across more screens than ever. Fox, the primary English-language broadcaster for the US, is projecting at least 15 million viewers per US match and 150 million across the full tournament, per The Current, spanning linear TV, streaming, connected TV (CTV), and other digital channels.

Forty-eight nations competing in 104 matches across three countries and multiple time zones creates endless replay, highlight, and podcast “hot take” moments. Most are free for fans to consume but bring with them ad inventory and sponsorship opportunities.

Linear TV and streaming ad placement will be highly contested, but there are numerous opportunities for high-reach, omnichannel brand plays—90% of sports fans engage with additional sports content beyond games, with highlight videos being the most popular form of extra content, per IBM and Morning Consult.

• Social: Cristiano Ronaldo, Lionel Messi, Kylian Mbappé, and Neymar Jr control 1.61 billion (53%) of soccer’s 3.02 billion total global social reach, per an Upfluence study.
• Audio: Spotify data shared with EMARKETER shows a 358% spike in sports podcast listening in the days following big competitions.
• Vertical video: 86% of millennials in North America use a second screen during live games, per Nielsen. In the US, 78% of millennials and 70% of Gen Zers are most likely to use a second screen during the World Cup, per ThinkNow Research.

Second-screeners aren’t just scrolling—they’re texting, engaging with social media, ordering food, checking live updates, and even gaming. 

Watch parties, brand activations like World Cup Play Zones, and community events offer the touch-grass moments and summer experiences that drive hype and engagement around teams and games.

Recommendations for brands: In today’s layered media architecture, campaigns before, during, and after each match ensure wider reach across both dedicated viewers and passive fans, which means brands can’t afford to run a TV-only buy for World Cup campaigns. 

• Secure podcast placements before matches to grab that post-game spike in listening that TV buys don't reach.
• Budget distinct assets for social and short-form videos to grab second-screen viewers. Media personalities and athletes, who have built-in audiences and fandoms, will boost views over repurposed broadcast spots.
• Plan for varied outcomes. Soccer is a game of inches and moments where anything can happen—designing content around several possibilities ensures creative will be ready at a moment’s notice.

Dive deeper: For more in-depth data on the 2026 World Cup, read our Data Drop: 5 Charts on the 2026 World Cup.