New Delhi: The Football World Cup 2026 continues to command strong engagement among Indian audiences, with 94% of urban Indians following the tournament in some form, according to a new survey by Ipsos. The study highlights the growing popularity of football in the country, while also underscoring the opportunities the global sporting event presents for advertisers and media platforms.
The survey found that Argentina is the most-supported team among urban Indian fans, with 35% of respondents backing the reigning football powerhouse. Brazil follows with 21% support, while England enjoys the backing of 13% of fans. France and Germany are tied at 10% each, while Spain is supported by 5%. Another 5% of respondents said they do not have a favourite team.
With the tournament now entering the quarter-final stage, four of India’s six most-supported teams—Argentina, England, France and Spain—remain in contention, helping sustain fan interest as the race for the title intensifies.
The research also reveals the scale of audience engagement. While 56% of respondents said they are closely following the World Cup, another 32% are watching matches occasionally. Six per cent plan to tune in primarily for the semi-finals and final, while only 6% expressed no interest in the tournament.
Digital platforms have emerged as the preferred destination for live football viewing, with 54% of respondents watching matches on Zee5, the exclusive digital broadcaster of the Football World Cup 2026 in India. Television continues to play an important role, with 34% tuning into the Unite8 Sports network’s English and Hindi channels. Meanwhile, 10% rely on social media platforms such as YouTube and Instagram for tournament updates, while 2% primarily watch match highlights.
The survey also highlights the tournament’s appeal for advertisers. Television advertisements attracted the highest attention levels at 30%, followed by OTT advertising at 20%. Advertising integrated within YouTube content was noticed by 15% of viewers, while 14% engaged with brand messaging through social media content created by brands, influencers and users. Sponsorships, including jersey branding and stadium-side advertising, were noticed by 12% of respondents, while influencer and celebrity collaborations attracted the attention of 9%.
Commenting on the findings, Suresh Ramalingam, CEO, Ipsos India, said, “The Football World Cup has evolved into far more than a sporting event for Indian audiences. It is a high-engagement media and cultural moment that brings together passion, entertainment and conversation at an unparalleled scale. Our findings show that fans are not only actively following the tournament but are also engaging with content across multiple platforms. For brands, this creates a unique opportunity to connect with consumers in an environment where attention levels are high, emotions run deep and recall is significantly amplified.”
As the tournament heads into its final stages, Ipsos believes audience engagement will continue to rise, supported by the continued presence of fan-favourite teams and the increasing convergence of sports, digital media and brand marketing.
“With several high-profile teams still in contention and the tournament approaching its climax, fan interest and viewership are expected to reach new highs,” added Ramalingam.
