Brazil is expected to deliver one of the largest national audiences for the 2026 FIFA World Cup, with 77% of consumers planning to follow the tournament, according to data from Kantar.
Traditional broadcast remains central to viewing habits, with 73% of respondents indicating a preference for free-to-air television.
However, consumption is increasingly multi-platform, with 39% using pay TV, 31% streaming services and 23% social media to complement live coverage. This reflects a broader shift towards hybrid viewing, where live matches are accompanied by real-time digital interaction.
For operators, the tournament presents a significant engagement opportunity. The research indicates that 37% of Brazilians intend to place bets during the competition, while a further 28% say they may participate.
Only 35% reported no intention to engage with betting platforms.
Among those planning to bet, match outcomes are the most popular option, mentioned by more than half of respondents (51%).
This is followed by bets on number of goals (26%), tournament winner (18%) and specific in-game events (10%). The data suggests a preference for straightforward betting markets, particularly among casual or event-driven users.
Beyond betting, digital behavior is expected to play a central role in how audiences engage with the tournament.
Fans are not only watching matches but also consuming related content, including news (68%), social media and memes (50%), highlights (38%) and statistical analysis (32%). This layered consumption model creates additional touchpoints for operators and brands seeking to capture attention.
The analysis also highlights the growing importance of gamification and interactive formats, particularly for younger audiences.
Features such as live polls, quizzes and augmented reality experiences are increasingly used to deepen engagement and extend time spent across platforms.
At the same time, the volume of brand activity during major tournaments presents challenges, as consumers believe previous editions of the World Cup have seen high levels of messaging saturation, with campaigns often prioritizing the event itself over distinct brand positioning.
Betting operators have significantly increased their presence in Brazilian football, driving a 125% rise in lead sponsorship values
