Brazil Gears Up: 77% Following, 37% Betting on 2026 WC

The FIFA World Cup 2026 is poised to become the most significant betting event in Brazil and its regulated market, according to a recent study by Kantar. Conducted in November 2025 with a sample of 600 respondents, the research highlights a massive surge in user engagement and betting activity ahead of the tournament.

An impressive 77% of Brazilian consumers intend to follow the World Cup, while 37% plan to place sports bets. This surge in betting interest underscores the immense business potential for operators, but it also emphasizes the need for advanced infrastructure to support real-time engagement across multiple platforms.

The study reveals that match outcome bets are the most popular choice, with 51% of respondents planning to wager on results. This is followed by over/under goals, tournament winner predictions, in-match events, and top scorer bets. These preferences highlight the importance of diversified betting options and intuitive interfaces, especially during live matches.

Additionally, the research underscores the growing significance of second-screen experiences. While 73% of viewers will watch matches on free-to-air television, 32% will seek real-time statistical data, and 68% will look for related news. This trend presents a prime opportunity for betting platforms to capitalize on in-play betting through mobile devices.

Content consumption habits further illustrate the interconnected nature of entertainment and betting. 38% of the audience will seek highlight clips, and 50% will engage with memes and social media content. These behaviors suggest that operators must integrate seamless content and betting experiences to maximize user engagement.

With competition set to intensify during the tournament, user experience will be a decisive factor in determining market leaders. Platforms offering quick bet settlements, robust digital presence, and easy navigation will gain a competitive edge, particularly among younger users accustomed to simultaneous content consumption and interactivity.