Nexxen sees 79% of Australian World Cup viewers stay after elimination
Nexxen's 2026 FIFA World Cup Australian Outlook report finds that Australian audiences for live sports are growing and increasingly fragmented across multiple platforms, including linear TV, BVOD, streaming, and digital devices. The report advises advertisers to adapt multi-platform strategies, as viewers' engagement is less dependent on the Australian national team's performance, indicating a broader entertainment appeal for the event.
Key Takeaways
- 88% of viewers still plan to watch FIFA World Cup matches on TV, rising to 91% for weekday evening games and 93% for weekend matches.
- 31% of Australian viewers are expected to combine linear TV and broadcaster video on demand during the tournament.
- 43% of daytime viewers plan to watch on mobile devices or laptops instead of a television screen.
- 79% of intended viewers say they will keep watching even if Australia is eliminated, compared with 68% in 2022.
- Nexxen’s report uses proprietary audience data, historical viewing trends and surveys from more than 1,000 Australians intending to watch the tournament.
Why It Matters
The immediate takeaway is that advertisers cannot treat the 2026 FIFA World Cup in Australia as a single-screen event: TV still leads, but BVOD, streaming and mobile all have a role. The ecosystem angle is clear in Nexxen’s pitch across DSP, SSP and its data platform, plus programmatic access to Nexxen TV Home Screen placements for discovery moments before kickoff and after games. The key number to watch next is whether the 88% TV share holds once the tournament begins, especially alongside the 31% planning to mix linear TV and BVOD.
Read full article at bandt.com.au