Singaporean fans, while maintaining a keen interest in the 2026 FIFA World Cup, are increasingly scattering their attention across multiple screens and viewing times, according to a forecast by Nexxen. This fragmentation demands a reassessment of how advertisers attempt to connect with this audience.
The core insight points to a significant shift in how the tournament will be consumed: streaming platforms are gaining ground, with 43% of fans indicating they will watch via streaming apps and virtual multichannel video programming distributors (vMVPDs). This represents a substantial 14% increase from 2022 figures. Furthermore, a staggering 87% of potential viewers express a willingness to switch to free, ad-supported streaming (FAST) services if they become available, mirroring behaviour observed around the 2025 Super Bowl.
A substantial majority, 90% of those intending to watch, are reportedly confused about which platforms will actually broadcast the matches, highlighting a broader issue of platform awareness and access. This confusion presents a challenge for advertisers aiming to pinpoint their audience amidst a fluid media landscape.
Viewing Habits Evolving
The research, which combines proprietary data from Nexxen Discovery with historical viewing patterns and surveys of over 1,000 Singaporean adults, suggests that traditional broadcast methods are no longer sufficient. While overall interest in football remains robust, the method of engagement is demonstrably changing.
The report’s findings suggest that advertisers must now plan across a more diverse range of platforms and consider variable viewing times to effectively reach football fans during the tournament. This indicates a move away from singular campaign focus towards a more dispersed and adaptive advertising strategy.
Background: The Shifting Media Terrain
The 2026 FIFA World Cup, expanding to 48 teams and hosted in North America, coincides with a broader evolution in media consumption. Nexxen's forecast is built on historical trends and current analyses, aiming to provide advertisers with directional insights into fan behaviour. The company's platform, encompassing a demand-side platform (DSP) and supply-side platform (SSP) powered by the Nexxen Data Platform, is presented as a tool to navigate these evolving viewing habits. The inclusion of the recently launched Nexxen Sports further underscores an effort to cater to this dynamic market. Singapore's own high internet penetration and strong adoption of over-the-top (OTT) services contribute to the observed fragmentation, even though the national team is not participating.
Read More: Amazon Stops Singapore Grocery Delivery by July 6, Focuses on International Goods
