According to an Ipsos study, 94% of urban Indians are following the 2026 Football World Cup, with Argentina topping fan support and internet streaming driving viewing.
As the Football World Cup 2026 approaches the quarter-final stage, Indian spectators remain highly invested in the event, with Argentina emerging as the country’s most popular side, according to an Ipsos India study.
A study conducted among urban Indians at the outset of the tournament revealed that Argentina has the support of 35% of respondents, making it the obvious favourite. Brazil follows with 21% support, while England receives 13% of the vote. France and Germany are matched at 10% apiece, with Spain receiving 5%. Another 5% indicated they didn’t have a favorite team.
With the tournament down to eight teams (France, Morocco, Spain, Belgium, Norway, England, Argentina, and Switzerland), four of India’s six most popular teams (Argentina, England, France, and Spain) remain in contention, potentially maintaining audience interest through the competition’s final stages.
The poll also found high levels of engagement among urban Indian viewers. More than half of respondents (56%) stated they are carefully following the Football World Cup, with 32% viewing matches on occasion. Another 6% want to watch mostly the semi-finals and final, with only 6% expressing no interest in the event. Overall, 94% of respondents indicated some involvement with the World Cup.
On the watching front, digital streaming has emerged as the favored option. According to the report, 54% of respondents are watching football World Cup 2026 matches live on Zee5, India’s official digital broadcaster. Television remains an important outlet, with 34% viewing the competition on the Unite8 Sports network’s English and Hindi channels.
Social media sites such as YouTube and Instagram have also become key sources of tournament-related material, with 10% of respondents using them to keep up with the latest events. Another 2% stated that they primarily watch match highlights.
The statistics also show that the tournament continues to provide substantial attention to marketers. Television commercials receive the most attention from viewers (30%), followed by OTT advertising (20%). 15% of respondents see advertisements inside YouTube content, while 14% pay attention to brand message delivered through social media content made by businesses, influencers, and users.
According to the report, 12% of fans see sponsorships, such as jersey branding and stadium-side advertising, while 9% of advertising visibility comes from influencer and celebrity collaborations.
Commenting on the findings, Suresh Ramalingam, CEO of 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.”
The study shows that viewer interest will stay high as the tournament nears its conclusion, with several popular teams still vying for the trophy.
Ramalingam said, “With several high-profile teams still in contention and the tournament approaching its climax, fan interest and viewership are expected to reach new highs”.
