The report attributes 388 million in combined television and digital reach to the 2026 World Cup, with OTT and connected TV accounting for 295 million users. It also cites estimates of roughly 300 million football fans in India and says more than 25 advertisers were involved from the quarter-finals onward. Those are sizeable reported figures, but they are not proof of sustained demand. A global tournament can pull in casual viewers; the harder task is retaining them when club football resumes.
Ankit Suri of ITW ARC is described as stressing attention over headline reach, with late-night viewing and compelling storylines helping attract committed and casual fans alike. In a market where cricket remains the dominant sports property, football needs repeat engagement, not just a huge event-day audience.
The report says Indian Super League rights for 2026-27 are open to bids, while English, Spanish and German league coverage provides other year-round entry points. Broadcasters and advertisers will need to make those competitions easy to find and give fans reasons to follow clubs and players between major tournaments.
Grassroots investment is part of the same equation. The report cites a pledge to direct football-related subscription revenue towards development, while industry voices argue that growth must reach smaller cities and villages. More viewers matter, but a stronger base of players, coaches and local supporters would give that audience deeper roots.
The next test is whether the coming domestic rights cycle can convert World Cup attention into regular viewing-and whether commercial investment follows the game beyond screens and into communities.