2026 World Cup: record viewing figures in North America, strong performances in Europe

The 2026 World Cup, the first edition featuring 48 teams and 104 matches, generated relatively high viewing figures, with several records set both across the Americas and in a number of European markets, despite often unfavourable kick-off times (60 matches kicked off at 23:00 or later local European time).

The 2026 tournament also marked a renewed level of interest compared with the 2022 edition, which was held in November and December and was the subject of numerous boycott calls over a range of issues, including the treatment of migrant workers, LGBTQIA+ rights, and its environmental impact. Germany provides a striking example, with viewing figures significantly higher in 2026, particularly for free-to-air broadcasts of the national team's matches. Audiences were also strong across the…