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New football viewing trends in MENA
A recent study conducted by the TOD platform by beIN and the market research company Ipsos revealed the viewing patterns of football fans in the Middle East and North Africa during the 2026 World Cup. The findings showed that national pride significantly boosted viewership of matches involving Arab teams, with the audience share for these matches surpassing 30% during the group stage and 21% during the knockout rounds. As the knockout stages approached, engagement with the matches increased, with 90% of TOD platform viewers watching games live. Live viewership rose from 88% in the group stage to 98% in the knockout rounds. The data also indicated that fans heavily rely on social media content to enhance their follow-up on stars and exciting moments, with specific preferences noted in Morocco, Jordan, Egypt, and the UAE. The study highlights that national identity and a competitive history are the primary drivers of content consumption patterns among fans in the region.
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