Streaming and varied viewing times to shape Singapore’s 2026 FIFA World Cup audiences: report

Singapore – A new predictions report from Nexxen has examined how audiences in Singapore are expected to watch the 2026 FIFA World Cup, highlighting shifts in viewing behaviour across screens and dayparts.

The report draws on the company’s proprietary data and analysis of historical audience trends to provide advertisers with insights into how Singaporean fans are likely to engage with the tournament across different platforms.

According to the findings, interest in football in Singapore remains strong, but viewing habits are becoming increasingly fragmented across devices and times of day. Nexxen noted that this mirrors similar trends identified in reports it released earlier in the United States and the United Kingdom.

The report indicates that engagement with the tournament is expected to remain high throughout its duration, with 87% of viewers saying they will continue watching even if their preferred team is eliminated.

It also points to a continued shift towards streaming. Viewing via over-the-top (OTT) platforms and connected TV (CTV) has increased by 27% since the 2022 tournament, suggesting that digital and streaming environments are playing a larger role in sports consumption.

Viewing patterns are also expected to vary depending on the time of day. Mobile phones and laptops are projected to dominate during work hours, accounting for 53% of viewing, while television remains the primary screen during evenings (84%) and weekends (85%).

Taken together, the findings suggest that while football continues to deliver broad reach in Singapore, advertisers may need to plan across multiple screens to effectively reach audiences during the tournament.

Nexxen said advertisers can activate these insights through its unified advertising platform, which integrates its supply-side platform (SSP), demand-side platform (DSP), and the Nexxen Data platform. The company also highlighted its programmatic access to Nexxen TV Home Screen, which enables brands to appear in native Smart TV units during content discovery moments before or after matches.

The report combines data from Nexxen Discovery, the company’s proprietary planning and insights tool that tracks audience behaviour across screens, with historical viewing data and consumer surveys of more than 1,000 adults in Singapore who intend to watch the tournament.