Nexxen Research Reveals How Economic Pressure Is Reshaping World Cup Viewing Habits

Nexxen (NEXN) released its “FIFA World Cup Predictions and Insights Report: Volume 2,” analyzing how economic uncertainty and media fragmentation may shape FIFA World Cup 2026 viewing in the US.

Rhea-AI Summary

Nexxen (NEXN) released its “FIFA World Cup Predictions and Insights Report: Volume 2,” analyzing how economic uncertainty and media fragmentation may shape FIFA World Cup 2026 viewing in the US.

Key findings highlight shifts toward free ad-supported streaming, vMVPD subscriptions, out-of-home viewing and highlight-driven engagement.

Argus Jun 3 session

-3.74% close to close Open Argus

Details

News Market Reaction – NEXN

On Jun 3, the day this news came out, NEXN closed 3.74% below the previous close.

Data tracked by StockTitan Argus for the Jun 3 session.

Key Figures

New potential viewers: 14 million Americans Additional OOH fans: 9 million Subscription adders: 40% +4 more

New potential viewers

14 million Americans

Now plan to watch World Cup matches after learning of free Tubi streams

Additional OOH fans

9 million

More fans planning to watch in free out-of-home environments vs January 2026

Subscription adders

40%

Consumers planning to add a subscription service to watch the tournament

vMVPD share

1 in 4

Of those adding a subscription will choose a vMVPD

Highlight-only audience

19 million Americans

Do not plan to watch live but expect to engage with highlights and coverage

Cut discretionary spend

86%

Intended World Cup viewers who have cut back on discretionary spending

World Cup year

2026

FIFA World Cup 2026 tournament covered in Nexxen’s Volume 2 report

Historical Context

5 past events · Latest: May 13

5 events

1. May 13

   CTV expansion news

   24h Move

   +2.4%

   TV Home Screen integrations with TCL FFALCON and TiVo Ads for CTV reach.

2. May 13

   Earnings update

   24h Move

   +2.4%

   Record Q1 2026 revenue, raised guidance, strong programmatic and CTV metrics.

3. May 12

   Investor Day plan

   24h Move

   +2.4%

   Announcement of June 16, 2026 Investor Day detailing strategy and products.

4. May 6

   Partnership deal

   24h Move

   +0.7%

   Unity partnership adding in-app mobile video scale into Nexxen DSP.

5. May 4

   Political ad product

   24h Move

   +1.4%

   ADvolution partnership bringing influencer-aligned segments to political campaigns.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

free ad-supported streaming, virtual multichannel video programming distributor, identity resolution, cross-channel measurement

4 terms

free ad-supported streaming technical

"such as the introduction of free ad-supported streaming (“FAST”) platforms airing games"

Free ad-supported streaming is an internet-based service that delivers video or audio content to users at no subscription cost, with the service paid for by advertising shown during playback—think of it like a free television channel or newspaper supported by ads. It matters to investors because it can grow large audiences quickly without asking for payments, so revenue, profitability and company value hinge on how well viewers can be converted into ad impressions and how strong ad prices are.

virtual multichannel video programming distributor technical

"with one in four choosing a virtual multichannel video programming distributor (“vMVPD”)"

A virtual multichannel video programming distributor is a service that delivers multiple live television channels and on-demand shows over the internet as a bundled package, performing the same role as a traditional cable or satellite provider but without physical wires or satellites. Investors care because subscriber numbers, monthly fees and content licensing costs drive steady revenue and margins—like owning a digital apartment building where occupancy and rent determine income and long‑term value.

identity resolution technical

"predicts that identity resolution and cross-channel measurement capabilities will become"

Identity resolution is the process of stitching together pieces of data—like email addresses, device IDs, purchase history and other signals—so a company can recognize when different interactions belong to the same person. For investors, it matters because better identity resolution improves marketing efficiency, customer measurement and fraud detection, which can raise revenue predictability and reduce compliance risk; think of it as turning scattered puzzle pieces into a single, usable customer portrait.

cross-channel measurement technical

"predicts that identity resolution and cross-channel measurement capabilities will become"

Cross-channel measurement is the process of tracking and comparing how customers respond to marketing and sales activities across different platforms—like search, social media, email, TV, and in-store—so a company can see which channels drive leads, sales and revenue. For investors it matters because it reveals how efficiently a company turns marketing spend into customers and growth, helping assess future revenue, profit margins and the quality of management’s spending decisions.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Second installment of predictions series finds audiences splitting across free streaming, vMVPDs and highlight-driven viewing

NEW YORK, June 03, 2026 (GLOBE NEWSWIRE) -- Nexxen, the advertising technology platform powered by unique data and media, today released the second installment of its FIFA World Cup 2026 predictions and insights series, “FIFA World Cup Predictions and Insights Report: Volume 2.” The report examines how economic uncertainty and media fragmentation are influencing the ways in which Americans are likely to engage with this year’s FIFA World Cup, enabling advertisers to better plan and drive incremental reach around the tournament.

Building on Nexxen’s original January 2026 forecast report, the new findings indicate that audiences are expanding in response to recent shifts, such as the introduction of free ad-supported streaming (“FAST”) platforms airing games – a prediction made in Nexxen’s earlier report. This second volume incorporates additional consumer research, current media consumption analysis and emerging marketplace developments, informed by Nexxen’s proprietary past, present and future-looking data signals.

Among the report’s key findings:

• 14 million Americans who previously did not plan to watch World Cup matches now say they will tune in, after learning FOX-owned FAST platform Tubi will stream select marquee matches for free
• 9 million more fans now plan to watch matches in free out-of-home environments, such as bars and restaurants, compared to Nexxen’s January 2026 report
• 40% of consumers plan to add a subscription service to watch the tournament, with one in four choosing a virtual multichannel video programming distributor (“vMVPD”)
• 19 million Americans do not plan to watch matches live, but still expect to engage with highlights, recaps, creator content and tournament coverage

The report also found that 86% of intended FIFA World Cup 2026 viewers have cut back on discretionary spending, including paid streaming subscriptions, underscoring the growing importance of free and flexible viewing options. Nexxen’s analysis also predicts that identity resolution and cross-channel measurement capabilities will become increasingly important as audiences further fragment across platforms and viewing behaviors.

FIFA World Cup Predictions and Insights Report: Volume 2 is available now.

About Nexxen

Nexxen is the advertising technology platform that delivers full-funnel performance powered by unique data and media. Comprised of a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core, we meet the demands of today’s converging media landscape with exclusive audience intelligence, automation and expertise.

Headquartered in Israel, Nexxen maintains offices throughout North America, Europe and Asia-Pacific and is traded on Nasdaq (NEXN). For more information, please visit nexxen.com.

Forward-Looking Statements

This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding media consumption and the FIFA World Cup. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Nexxen’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements, including, but not limited to, the following: negative global economic conditions, including risks related to tariff impacts or policy shifts that could materially affect market sentiment, consumer behavior and advertising demand;  global and local economic and geopolitical forces and unrest, including the war involving the United States, Israel and Iran, the war and hostilities involving Israel, Hamas, Hezbollah, and Yemen and the Ukraine/Russia war, and how those conditions may adversely impact Nexxen’s business, customers, and the markets in which Nexxen competes. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in the Company’s most recent Annual Report on Form 20-F, filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March  4, 2026. Any forward-looking statements made by Nexxen in this press release speak only as of the date of this press release, and Nexxen does not intend to update these forward-looking statements after the date of this press release, except as required by law. ​​​​​​​ 

For more information, please contact:

Genevieve Wheeler               
Director, Communications        
gwheeler@nexxen.com 

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did Nexxen (NEXN) reveal in its FIFA World Cup 2026 Volume 2 report?

Nexxen reported that economic pressure and media fragmentation are pushing US viewers toward free streaming, vMVPDs and highlight-based engagement. According to Nexxen, this shift offers advertisers new ways to plan campaigns and capture incremental reach during FIFA World Cup 2026.

How is economic uncertainty changing FIFA World Cup 2026 viewing habits, according to Nexxen (NEXN)?

Economic uncertainty is driving fans toward free and flexible viewing options. According to Nexxen, 86% of intended viewers have cut back on discretionary spending, including paid streaming, increasing the role of FAST platforms, out-of-home venues and highlight consumption during FIFA World Cup 2026.

How many new viewers plan to watch World Cup 2026 on free streaming according to Nexxen (NEXN)?

Nexxen found that 14 million Americans who previously did not plan to watch now intend to tune in after learning Tubi will stream select matches for free. This highlights how FAST platforms can expand total FIFA World Cup 2026 audiences for advertisers.

What subscription changes do FIFA World Cup 2026 viewers expect to make, based on Nexxen (NEXN) research?

Nexxen reports that 40% of consumers plan to add a subscription service to watch the tournament, with one in four choosing a vMVPD. This suggests advertising and distribution strategies must account for shifting pay-TV and streaming bundles.

How many Americans will rely on highlights instead of live FIFA World Cup 2026 matches, per Nexxen (NEXN)?

Nexxen estimates that 19 million Americans do not plan to watch live matches but still expect to engage with highlights, recaps, creator content and coverage. This emphasizes the importance of highlight-driven and social content in advertisers’ World Cup strategies.

Why does Nexxen (NEXN) see identity resolution as important for World Cup 2026 advertising?

As audiences fragment across FAST platforms, vMVPDs, out-of-home locations and highlight content, Nexxen believes identity resolution and cross-channel measurement will grow in importance. According to Nexxen, these capabilities help advertisers reach and measure dispersed FIFA World Cup 2026 viewers.