New data shows live World Cup viewing over the internet increased significantly compared with 2022, as streaming platform Freely records its biggest viewing day to date
United Kingdom, 21.07.26: Everyone TV has revealed new BARB viewing data showing a significant increase in the number of people watching the 2026 FIFA World Cup over broadband, highlighting the UK's continued shift towards internet-delivered TV.
Barb data shows that the share of viewing from broadband-only homes for England's group-stage matches more than quadrupled compared with the 2022 tournament. The increase reflects changing viewing habits, with more audiences choosing to stream live TV.
The World Cup also marked a series of milestones for Freely. During the tournament, the platform grew to more than two million monthly active users and recorded its biggest viewing day since launch, highlighting its progress towards becoming the UK's largest TV device platform by 2030. Compared with last year, Freely has also seen a rise in the proportion of users returning to the platform daily, reflecting increasing loyalty to the platform.
The FIFA World Cup marked a significant moment for streamed TV over broadband, demonstrating its ability to support mass live audiences on a national scale.
Jonathan Thompson, CEO, Everyone TV, said: "Major sporting events like the World Cup bring millions of people together for a shared live viewing experience. As one of the UK's biggest TV events, it offers a clear picture of how audiences are choosing to watch.
“Compared with 2022, significantly more viewing took place over the internet, highlighting the growing role of broadband in delivering free television and the changing ways audiences are watching live TV."
