Argentina leads Indian fan support as World Cup viewership surges

MUMBAI: The beautiful game has found a beautiful audience in India. As the Football World Cup 2026 heads into its decisive stages, Indian fans are staying glued to the action, with Argentina leading the popularity charts and digital platforms emerging as the preferred destination for matchday viewing.

An Ipsos survey of 641 urban Indians aged 18-45 found that Argentina is the country’s favourite team, backed by 35 per cent of respondents. Brazil follows with 21 per cent, while England enjoys the support of 13 per cent. France and Germany are tied at 10 per cent each, with Spain attracting 5 per cent support. Another 5 per cent said they do not have a favourite team.

With the tournament now down to eight teams—Argentina, England, France, Spain, Morocco, Belgium, Norway and Switzerland—Indian supporters still have plenty to cheer for, as four of the country’s six most-supported teams remain in contention.

The survey also highlights the World Cup’s growing appeal in India. More than half (56 per cent) of respondents said they are closely following the tournament, while 32 per cent are watching matches occasionally. Another 6 per cent plan to tune in mainly for the semi-finals and final, leaving only 6 per cent uninterested. In effect, 94 per cent of urban Indians are engaging with the World Cup in some form, underlining football’s growing footprint well beyond its traditional fan base.

The findings also reflect changing viewing habits. Digital streaming has emerged as the dominant platform, with 54 per cent watching matches live on Zee5, which holds the exclusive digital rights in India. Television remains relevant, with 34 per cent tuning into the Unite8 Sports network across its English and Hindi channels. Meanwhile, 10 per cent follow the tournament through platforms such as YouTube and Instagram, while 2 per cent rely primarily on match highlights.

For advertisers, the World Cup continues to be one of sport’s biggest attention magnets. Television commercials command the highest recall among fans at 30 per cent, followed by OTT advertising (20 per cent). YouTube advertising captures the attention of 15 per cent of viewers, while 14 per cent notice brand messaging through social media posts by brands, influencers and users. Sponsorships, including jersey branding and pitch-side advertising, are recognised by 12 per cent, while 9 per cent recall influencer and celebrity-led campaigns.

The survey suggests brands are increasingly benefiting from fans who seamlessly switch between television, streaming and social platforms, creating multiple touchpoints throughout the tournament.

According to Ipsos, the World Cup has evolved into more than a sporting spectacle for Indian audiences, becoming a high-engagement cultural and media event that brings together entertainment, conversation and brand interaction on an unprecedented scale.

The survey was conducted online on 29 and 30 May 2026 among 641 urban adults, with an equal split of 50 per cent men and 50 per cent women. The sample comprised 80 per cent NCCS A and 20 per cent NCCS B households, evenly divided between the 18-29 and 30-45 age groups. Respondents were drawn from Metro (50 per cent), Tier I (30 per cent) and Tier II and III cities (20 per cent), providing a broad snapshot of urban India’s football fandom.