Argentina continues to be the undisputed favorite among urban Indian football fans for the FIFA World Cup 2026, according to a recent Ipsos survey. The report highlights that an overwhelming 94% of urban Indians are actively following the tournament, marking it as a significant sporting and media event in the country. A key finding also points to the growing dominance of Over-The-Top (OTT) streaming platforms for sports consumption.
India's Favorite Teams Revealed
The Ipsos survey, which polled urban Indians aged 18-45, found that Argentina leads the popularity charts with 35% support. Brazil follows as the second most favored team with 21%, while England secured 13% of the respondents' backing. France and Germany were tied at 10% each, and Spain garnered 5% support. Another 5% of respondents indicated they do not have a favorite team.
These findings come as the tournament progresses into its quarter-final stage, with four of India's most-supported teams—Argentina, England, France, and Spain—still in contention. Their continued presence is expected to maintain high fan engagement and viewership in India, one of football's fastest-growing markets.
High Engagement Across Urban India
The survey underscores the increasing appeal of football in urban India. More than half (56%) of respondents reported closely following the World Cup, with an additional 32% watching matches occasionally. A further 6% plan to tune in specifically for the semi-finals and final. This leaves only 6% of urban Indians who expressed no interest in the tournament, reinforcing its status as a mainstream sporting event despite India's absence from the competition.
OTT Platforms Lead Viewing Habits
A significant shift in sports consumption habits is evident, with streaming platforms now surpassing traditional television for live football viewership. The survey revealed that 54% of respondents watch World Cup matches live on Zee5, the tournament's exclusive digital streaming platform in India. Traditional television, via the Unite8 Sports network, still holds relevance for 34% of viewers.
Furthermore, 10% of respondents primarily use YouTube and Instagram for match updates, clips, and highlights, while 2% focus mainly on short-form match highlights. This indicates an increasingly multi-platform viewing experience, where fans seamlessly navigate between various media channels.
Major Opportunity for Advertisers
The FIFA World Cup 2026 is also proving to be a major advertising opportunity. According to the Ipsos survey, television advertisements capture the highest attention at 30%, followed by OTT advertising at 20%. Advertisements embedded within YouTube content are noticed by 15% of viewers, and 14% observe brand messaging through social media posts by brands, influencers, and users. Sponsorships, such as jersey branding and stadium-side advertising, are noticed by 12% of respondents, with influencer and celebrity collaborations capturing the attention of 9%.
Commenting on the findings, Suresh Ramalingam, CEO, Ipsos India, stated, "The Football World Cup has evolved into far more than just a sporting event. It is a high-engagement media and cultural moment that brings together passion, entertainment and conversation at an unparalleled scale."
The online survey was conducted among 641 urban Indians aged 18-45 years across metro, Tier 1, Tier 2, and Tier 3 cities during May 29-30, 2026.