Flashscore has published findings from a survey of 2,000 UK sports fans, conducted with TGM Research, looking at viewing and betting habits ahead of the 2026 FIFA World Cup.
According to the research, 86.8% of male fans and 81.6% of female fans among online sports audiences plan to follow the tournament “very” or “extremely” closely.
With time zone differences expected to push some kick-offs to around or after midnight UK time, the survey indicates stronger willingness to watch England late-night games live among younger fans. It found 41.5% of 18–34s say they will “definitely” watch England’s late-night matches live and 34.3% “probably” will. The figures fall to 35.0% (aged 35–54) and 30.1% (55+) for those saying they will “definitely” watch live.
On wagering, Flashscore said fans are prioritising in-game markets over standard match outcomes. It reported 64% of UK users placed “Both Teams to Score” (BTTS) bets and 59% placed “Over/Under” total goals wagers during the tracked period, compared with 49% who placed standard match outcome (1X2) bets.
Martin Matejka, Marketing Director of Flashscore, said: “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.
“Our survey shows that 46% of Flashscore users (the highest share among key market players) that have experience with other competitors have selected Flashscore as the fastest, proving that speed matters. This combination makes Flashscore a natural partner for betting platforms looking to connect with an active audience.”
