A report on a survey of more than 700 respondents says only 5% pay for a World Cup subscription. By contrast, 45% use free broadcasts, while 22% follow through online clips or social media.
That split reflects a changing football economy. With more highlights arriving almost instantly, casual supporters can follow the biggest goals and controversies without committing to an expensive all-access package.
The report says 39% of respondents watch only key moments, while 26% watch some matches and just 6% follow games regularly. For many, the tournament is becoming something to dip into rather than consume from start to finish.
The 2026 tournament has expanded from 32 to 48 teams, with the total number of matches rising from 64 to 104. More games offer greater choice, but they can also make a full subscription feel less necessary.
Kickoff times are another major factor. The report says matches have begun between midnight and midday in Singapore, creating a difficult routine for supporters balancing football with work, study and sleep.
When watching live means losing rest, highlights become more than a cheaper option. They become the practical option.
The report says the standard subscription price is S$118, unchanged from the previous World Cup. Yet nearly half of those surveyed were neutral about whether the cost represented fair value, while 40% disagreed with that idea.
That leaves broadcasters with a clear challenge: expanded coverage must offer convenience, not simply volume. Fans may pay when the biggest matches feel unmissable, but many will still expect flexible access and reliable highlights.
As the tournament reaches its decisive stages, knockout drama could persuade more viewers to watch live. The next storyline will be whether those must-see moments can convert highlight watchers into subscribers.