World Cup, Rai beyond 2022: 4.3 million viewers and a surge in young viewers
According to analysis by Studio Frasi based on Auditel figures, the first six matches have exceeded the viewing figures for 2018 and 2022. For DAZN, views via mobile devices account for 35 per cent of the total
Key points
The 2026 World Cup has already sent a clear signal: global football, as a major event, continues to attract viewers to their televisions. And not just to their televisions at home. According to an analysis by Studio Frasi based on Auditel data, the first six matches broadcast by the main channels attracted an average of 4.3 million viewers, more than the 3 million recorded in 2018 on Canale 5 and Italia 1 and the 4 million in 2022 on Rai1 and Rai2.
The power of sporting events
“Whether Italia are involved or not, the viewing figures are still significant,” observes Francesco Siliato, a media analyst at Studio Frasi. The figures, he explains, confirm that “television audiences for football played at international level are certainly tuning in to the event”. Rai, which for this Canada-Mexico-USA World Cup has chosen to concentrate the matches on Rai 1 and in prime time, has turned the tournament into a key fixture in its schedule. The only exception – the Brazil v Morocco match at midnight – attracted 2.5 million viewers but achieved a record share of 41.1 per cent.
The highlight is France v Senegal
The highest figures so far have been for France v Senegal: a total audience of 5.7 million across TV and mobile devices, with a 32 per cent share. RaiPlay is also starting to make its mark: the Brazil v Morocco match attracted 144,000 viewers on PCs, smartphones and tablets, accounting for 6.1 per cent of the total audience; the France v Senegal match added a further 155,000.
The ‘youngsters’ surprise
The real surprise, however, is the young people. “When young people realise there’s an event on television, they gather in front of the screen, whether it’s big or small,” Siliato points out. Among 15- to 24-year-olds, the average viewing share for the first six matches reached 46.1 per cent, compared with an overall average of 29.2 per cent. Among 25- to 34-year-olds, the figure rises to 38 per cent, whilst for the over-65s it stands at 27.1 per cent.
The most striking figure relates to males aged 15–24: an average audience share of 52.8 per cent, peaking at 67.6 per cent for the Brazil v Morocco match. “Young men are the hardest target audience to reach for television in general and for Rai’s main channel in particular,” observes Siliato. And the World Cup, he adds, “is working wonders, without any rappers or neomelodic music.”
