During the World Cup, we’ve been asking our Real-Time Panels in the UK, USA and Brazil about their viewing behaviors – giving us unrivaled insights into where, when and how people are engaging with the tournament.

Overall, an impressive 85% of online adults aged 16-64 in these three countries say that they’re watching matches; we’ve seen a notable increase in these figures since March, indicating that the pre-tournament build-up did its job in driving greater levels of interest and awareness.

Unsurprisingly, the vast majority (77%) of people tell us that they are tuning into live TV broadcasts. This peaks at a mighty 93% in Brazil.

But live online streaming is a major trend too: 26% have been doing this and it’s most common of all in the US.

Elsewhere, only about a fifth are watching via on-demand services or catch-up tools. As we might expect, then, the World Cup is definitely a must-see-live event.

Stay tuned for further World Cup insights all this week, including which social networks people are using and what they’re talking about.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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