Insights

The 2026 World Cup made clear that multicultural audiences are a central part of the sports audience and offers lessons for the future according to Horowitz Research

The operating systems powering Smart TVs become the front door to streaming

The historical milestone for viewing World Cup-related content past and present included record viewing for FIFA World Cup 2026

Provider led in overall performance and 5G speeds during 1H 2026, while AT&T Fiber took top honors for fixed networks

The volume marked a big increase over other recent global events and highlighted a number of important trends in dynamic ad insertion

23.9 million watched the Spanish-language coverage of the final game and each stage of the 2026 tournament set viewing records for Spanish-language media

Overall, FIFA World Cup 2026 was the most-watched in U.S. history averaging 7,737,000 viewers and set records for digital and social media usage

It also supported more than 540,000 full-time jobs in 2025, YouTube reported

Non-English titles represent more than a third of all viewing on Netflix, with titles from South Korea, Japan and Spain among the most-watched