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New data from Flashscore, gathered through a survey of 2,000 UK sports fans in partnership with TGM Research, paints a vivid picture of betting and viewing habits ahead of the 2026 FIFA World Cup. The findings indicate that 86.8% of male fans and 81.6% of female fans intend to follow the tournament “very” or “extremely” closely, reflecting its unparalleled global appeal.
Time zone differences will push some England matches into late-night slots, but younger fans are leading the charge in late-night viewing. Among those aged 18–34, 41.5% say they will “definitely” watch England’s late-night games live, compared to 35.0% of 35–54-year-olds and 30.1% of those aged 55+. This trend underscores a shift toward younger audiences embracing later kick-offs.
The survey also highlights a strong preference for in-game betting markets. 64% of respondents placed “Both Teams to Score” (BTTS) bets, while 59% wagered on “Over/Under” total goals. Traditional 1X2 match outcome bets trailed behind at 49%, signaling a clear shift toward more dynamic and engaging betting options.
Martin Matejka, Marketing Director of Flashscore, shared insights into the platform’s role in the betting ecosystem: “The World Cup is one of the biggest events on the global sports calendar. Flashscore attracts highly engaged sports fans, and this audience closely overlaps with the betting market. Bettors need fast, reliable scores and statistics right at that moment, which is exactly what we deliver.”
Matejka also pointed out that 46% of Flashscore users—the highest share among key competitors—selected the platform for its speed, emphasizing its value for betting platforms. “This combination makes Flashscore a natural partner for betting platforms looking to connect with an active audience,” he added.
The survey underscores the 2026 World Cup’s potential to drive significant betting activity, particularly in live and in-game markets. Operators that prioritize real-time data and seamless user experiences are well-positioned to capitalize on this heightened engagement.
