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In anticipation of the 2026 FIFA World Cup, new statistics indicate the increasing trend and importance of betting as part of the sports consumption experience for Brazil. According to a study carried out by Kantar in November 2025, with a sample size of 600 people, 37% of Brazilians are planning to bet on the event, while 77% are planning to consume the event in one form or another.
The 2026 World Cup is scheduled to take place between June 11 and July 19, 2026, and is to be hosted in the United States, Canada, and Mexico. The event is expected to attract a global audience of up to 5 billion people and is therefore one of the biggest engagement opportunities for operators and brands this year, with an expanded format featuring 48 national teams.
Match Outcomes Lead Betting Preferences
The results for match outcomes, a category that remains the most popular among bettors, indicate that 51% of those planning to bet are interested in this category. This is an indication that people are generally inclined towards simple and easy-to-understand markets, which are widely available for this category.
The next category is that involving bets on the number of goals to be scored, with 26% of people showing a preference for this category, followed closely by bets for the tournament winner, with 18% showing an interest in this category. More detailed match outcomes attract 10%, while bets for the top scorer attract 8%.
Multi-Channel Consumption Defines Viewing Habits
From the study, it is also possible to understand how Brazilians intend to watch the World Cup. The most used method is free-to-air television, with 73% of respondents indicating this as the preferred method. The dominance of this method is due to accessibility, geographic coverage, and the traditional link with watching football.
Pay TV is the second most used method to watch the event, with 39% of respondents indicating this method. Next comes streaming, with 31%. Social media is also used to watch the event, with 23% of respondents indicating this method. Finally, radio is also used to watch the event, with 4% of respondents indicating this method.
In terms of watching the event, even if the dominant method is television, the experience is no longer just about watching the event. There is also interest in other complementary content, such as news about the event (68%), memes and social media discussions about the event (50%), highlight videos about the event (38%), and statistics about the event (32%).
Early Favorites and Market Outlook
In parallel with the betting trends and the audience trends, the early odds of the major betting sites indicate that Spain is one of the early favorites to win the event. French forward Kylian Mbappé is one of the favorites to be the top scorer at the event.
While the study does not indicate the margin of error or any other demographic details, it is possible to understand that the study is part of the increasing integration of betting into sports entertainment. As the event approaches, betting is expected to increase, further influencing the market.
Source: BNL Data
