Nexxen, the advertising technology platform powered by unique data and media, today launched a new predictions report on Singaporean viewership of the 2026 FIFA World Cup, leveraging Nexxen’s proprietary data and resources to track past, present and future audience behaviour. Through datadriven forecasts based on historical trends as well as current analysis, the report offers advertisers directional insights into how, and where, fans in Singapore will be watching and engaging, helping guide planning across platforms.
Similar to reports released in the U.S. and the U.K., the Singaporean report highlights a key reality for marketers: interest in football in Singapore remains high, but viewership increasingly spans multiple screens and dayparts.
Specifically, the report identifies several shifts for which advertisers in Singapore should be planning, including:
● 87% of viewers say they will continue watching the tournament even if their team is eliminated, highlighting sustained engagement
● Viewing on over the top (“OTT“) and Connected TV (“CTV“) is up 27% since 2022, signalling a clear shift towards streaming consumption
● Viewership spans multiple dayparts, with mobile and laptop usage dominating during work hours (53%), and TV leading the evenings (84%) and weekends (85%)
Combined, these findings suggest that, while football already commands strong reach in Singapore, audience engagement is shifting – with streaming commanding more attention than in years past.
Through Nexxen’s unified platform – spanning a supply-side platform (“SSP”) and demand-side platform (“DSP”), with the Nexxen Data platform at its core – advertisers can activate these insights to reach fans, even as viewing habits shift. This includes firstto- market, programmatic access to Nexxen TV Home Screen, native Smart TV units enabling brands to connect with viewers at the moment of content discovery – before kick-off or post-game analysis begins – on one of the most prominent environments in the living room.
The report combines data from Nexxen Discovery, the company’s proprietary planning and insights tool that tracks audience behaviour across screens, with analysis of historical viewing patterns and consumer surveys of more than 1,000+ Singaporean adults who intend to watch the tournament.
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