New figures from the UK audience measurement company Barb show a significant increase in viewers watching via broadband during the opening stages of the FIFA World Cup.
According to the organisation, the share of viewing for England’s three group stage games delivered by broadband-only TV households was 473 per cent higher than in 2022.
Meanwhile, the UK’s free live and on‑demand streaming platform, Freely, surpassed two million monthly active users and recorded its biggest viewing day since launch during the tournament.
Jonathan Thompson, CEO, of Freely’s owner Everyone TV, said: “Major sporting events like the World Cup bring millions of people together for a shared live viewing experience. As one of the UK’s biggest TV events, it offers a clear picture of how audiences are choosing to watch.
“Compared with 2022, significantly more viewing took place over the internet, highlighting the growing role of broadband in delivering free television and the changing ways audiences are watching live TV.”
