The 2026 World Cup and what it could mean for British digital entertainment
The World Cup is no longer just a football event that draws advertisers...
Football’s biggest tournament is coming to North America this summer, and for British fans, it feels different from any previous World Cup. England has a real chance to go far in the World Cup, and the expanded format means more matches and variety than ever before. But what really sets 2026 apart for media and entertainment is how the event highlights changes in the UK’s digital entertainment economy.
Broadcasters, advertising agencies, and digital platform companies are all talking about the same thing. The World Cup is no longer just a football event that draws advertisers. It now clearly shows how British audiences interact with live content in a world where screens, devices, and platforms are growing faster than any one company can follow.
A tournament that has changed the scale
The numbers for 2026 are impressive. There will be 48 national teams and 104 matches, compared to 32 teams and 64 matches in Qatar four years ago. This increase means more chances to watch, more matchdays, and more times when British fans will be engaged with football content.
Industry projections suggest that around 5–6 billion people will watch the tournament worldwide, making it likely the most-watched sporting event ever. In the UK, the audience could reach 34 million. Epsilon’s research shows that only about half of these viewers are regular league football fans. The rest are attracted by the excitement, the sense of national pride, and the social aspect of watching an event that everyone else is talking about.
This matters because the World Cup is reaching far beyond regular football fans. It is attracting a much wider group of British consumers, many of whom will use football-related digital platforms and entertainment services for the first time or in new ways. This has big commercial and entertainment implications.
What UK fans will actually be doing during matches
Epsilon’s research, based on a survey of 2,000 UK adults, found that 71% expect their spending habits to change during the World Cup. Most of these changes will be in digital entertainment rather than traditional areas.
The same research shows that seven out of ten fans plan to use their phones while watching matches on TV, such as messaging, checking social media, or looking at live stats. Nearly one in five expect to shop or browse online during games. British fans in 2026 are not just watching, they are actively taking part in a multi-platform entertainment experience.
This demand for live, interactive digital experiences has helped many online platforms grow. Fans who want more than just watching often choose services with real-time, social features. A leading UK gambling platform illustrates how digital betting services have evolved to meet the need for real-time engagement, combining live odds, in-play markets, and streaming technology to keep fans connected throughout every match. The habit of seeking interactive live experiences during broadcast events is common across many types of entertainment, and the World Cup is making this trend bigger than ever.
How fans watch tournament content is also changing. GWI data show that 61% of sports fans consume highlights and clips to full-match broadcasts. Platform businesses understand this shift, and the digital entertainment options for the 2026 World Cup have been designed accordingly.
How second-screen habits are reshaping digital platforms
British second-screen habits during the World Cup are influencing how local digital platforms develop their services. Fans now expect instant updates, personalised recommendations, and quick ways to share reactions, whether they are checking X, Instagram, or live stats apps.
This trend encourages UK media and entertainment companies to focus more on mobile-friendly design, low-latency streaming, and social features that keep viewers engaged during key moments in a match. As these improvements are made for the World Cup, they also raise overall expectations for everyday entertainment, including on-demand TV apps and real-money gaming services.
The broader entertainment economy around the tournament
All of this is happening as UK digital spending continues to grow. The Advertising Association and WARC report that UK advertising spend will top £50 billion for the first time in 2026, with most of the growth coming from online and digital formats. The World Cup is a major driver of this trend, and its impact will last beyond the tournament.
For British football fans, summer 2026 brings something special. England has real ambition, every group stage match matters more, and digital entertainment is more varied and accessible than ever before. Spending will show these changes, but the bigger story is how fans are choosing to experience the game.
They are not stepping back from football; they are connecting with it across more platforms, devices, and ways than ever. This is the real story of the summer, and the industry is just starting to understand its meaning.