Has your area gone football-mad? We've mapped World Cup viewing

New Delhi, India Jul 9, 2026 ALN: Fans have cheered and despaired at the World Cup's most exciting - and nail-biting - moments in pubs, watch parties, and sitting rooms across the country. But some places have embraced it more than others.

The 2023 FIFA World Cup has captivated millions around the globe, bringing together nations and fans in a celebration of football, culture, and shared passion. In the United Kingdom, the tournament has not only been a showcase of athletic prowess but also a significant event that has sparked community engagement, social gatherings, and spirited discussions among fans. As the tournament progressed, the enthusiasm for the matches varied significantly across different regions, prompting a closer look at how viewing habits differ by locality.

To gauge the level of interest in the World Cup, we have analysed BBC iPlayer viewing figures, which provide a comprehensive overview of where the tournament has been most popular. The figures encompass all World Cup content available on iPlayer, including live matches, highlights, and analysis programmes, but notably exclude any games that were broadcast exclusively on ITV. This distinction is important as it highlights the viewing preferences of audiences who primarily engage with BBC content.

The map of postcode areas below illustrates the proportion of signed-in iPlayer users who watched BBC World Cup content between 11 June and 7 July. The darker the green on the map, the higher the level of interest in the tournament within that area. This visual representation allows for a quick assessment of football enthusiasm across the UK, revealing patterns that reflect regional loyalties, historical significance, and demographic factors.

London has emerged as the tournament's viewing capital, with 13 of the top 14 postcode areas for iPlayer viewing located in and around the city. This concentration of viewership can be attributed to several factors, including London's diverse population, the presence of numerous sports bars and public viewing spaces, and the city's status as a cultural hub. The vibrancy of London’s football culture, with its multitude of clubs and fan bases, also plays a significant role in driving interest in the World Cup.

Interestingly, nearly two-thirds (64%) of UK iPlayer accounts have streamed at least some World Cup content. However, this figure rises dramatically to almost 80% in the leading areas of Southall, Ilford, and East London. These areas are known for their multicultural communities, which often have strong ties to their countries of origin, fueling excitement and engagement with the World Cup.

Outside London, Manchester ranks as the highest postcode district, followed by Luton, Oldham, and Birmingham. This indicates that while London may dominate in terms of numbers, other cities, particularly those with rich football hi and passionate fan bases, are also significant players in the viewing landscape. Manchester, for instance, is home to two of the most famous football clubs in the world, Manchester United and Manchester City, which undoubtedly influences local interest in international tournaments.

However, the matches involving England and Scotland have consistently divided audiences along the border. Scottish households have shown less inclination to tune in for England matches compared to households in Wales and Northern Ireland, despite both nations having failed to qualify for the tournament. This regional divide highlights the complexities of national identity and sporting allegiance, which often transcend mere geographical boundaries.

The viewing patterns observed in England further reflect this division. Neither of Scotland's two BBC matches—against Haiti and Brazil—made the top five most-watched group-stage games among English postcodes. This disparity suggests that while the World Cup is a unifying event, it can also amplify existing rivalries and national pride, particularly when the home nations are involved.

One of the standout matches of the tournament was England's dramatic 3-2 win over Mexico, which kicked off at 02:00 BST on a Monday morning. This match broke television records for a live broadcast at that hour, demonstrating the lengths to which fans will go to support their teams. However, it is noteworthy that people in London's eight inner postcode areas did not tune in live or catch up in the same numbers as the rest of the country. Instead, Blackburn, Oldham, Bolton, Birmingham, Bradford, Sunderland, and Wolverhampton all entered the top 10 for this particular game, showcasing a different kind of football fervor that exists outside the capital.

Aside from the home nations' matches, kick-off times and star players have had a significant influence on audience size. For example, France's opener against Senegal benefitted from a primetime slot (20:00 BST) and featured star players like Kylian Mbappé and Ousmane Dembélé, drawing the second-biggest group stage audience across the UK, just behind the England-Ghana match. Similarly, Portugal's meeting with DR Congo and Argentina's clash with Austria were among the most-watched matches, aided by their early start times (18:00 BST) and the star power of Cristiano Ronaldo and Lionel Messi, two of football's most recognizable figures.

In contrast, the least popular matches tended to involve smaller nations and were scheduled at midnight (00:00 BST) or later, which naturally limited their audience reach. This pattern underscores the importance of timing and the appeal of high-profile players in attracting viewers, as fans are often more inclined to watch matches featuring teams and players they are familiar with or have a personal connection to.

There are also clear signs of club loyalty influencing viewing habits in certain areas. For instance, of the 50 matches broadcast by the BBC up to the Round of 16, Manchester ranked highest relative to other areas for matches such as Portugal vs. DR Congo and Norway's meetings with Ivory Coast and Iraq. This can be attributed to the presence of notable players in these teams, such as past Manchester United legend Cristiano Ronaldo and current club captain Bruno Fernandes, as well as Manchester City's star striker Erling Haaland leading the Norwegian side.

Similarly, Liverpool's viewing habits reflected a strong connection to club loyalties, as the city was outside the top 40 for overall engagement but surged into the top 10 for matches involving Belgium vs. Egypt and the Netherlands' games against Tunisia and Sweden. Egyptian superstar Mo Salah, who recently concluded a hugely successful nine years at Liverpool, undoubtedly contributed to this spike in interest, as did the presence of three Liverpool regulars, including captain Virgil van Dijk, in the Dutch squad.

Perhaps the most striking example of club support came from Sunderland, which ranked as the number one postcode area tuning into Tunisia vs. Netherlands. This could be linked to striker Brian Brobbey's recent emergence in the Dutch team, showcasing how local connections can significantly impact viewing figures.

How we analysed viewing figures

The figures we have used cover BBC iPlayer streaming from 11 June to 7 July. The percentages refer to the number of signed-in UK users who streamed any World Cup content (or a specified match) as a share of the total number of users who streamed any iPlayer programme during the tournament. This method of analysis provides a clear picture of engagement levels across different regions and helps identify trends in viewership.

World Cup content includes full matches, highlights, analysis, and other programmes such as visual podcasts and radio streams. It is important to note that full matches broadcast on ITV are not included in this analysis, which may affect the overall viewing figures. A stream must last longer than three seconds to be counted, ensuring that only meaningful engagement is measured.

While signed-in accounts represent the vast majority of iPlayer streaming, it is worth mentioning that anyone watching on live TV will not be included in these figures. According to last year's Ofcom report on the BBC, external TV reached around twice as many UK adults as iPlayer in 2024-25, highlighting the differences in how audiences consume content.

Additionally, around one in six signed-in iPlayer accounts have no postcode attached to them, leading to their exclusion from the maps. Many of these accounts likely belong to children or users who have not provided location information, which may further skew the data. Understanding these nuances is crucial for interpreting the viewing figures accurately and comprehensively.

As the World Cup continues to unfold, the passion and excitement surrounding the tournament will likely evolve, reflecting the changing dynamics of football fandom in the UK. The data collected thus far provides valuable insights into how different regions engage with the tournament, revealing not just where the most passionate fans reside, but also how national identity, club allegiance, and star power converge to shape the viewing experience. The implications of these findings extend beyond the tournament, offering a glimpse into the broader cultural significance of football in British society.