How to plan for a World Cup with YouTube as its major player
Opinion
With social video set to dominate World Cup 2026, brands must treat YouTube like a broadcaster, says the Channel Factory’s MD EMEA.
Social media platforms have transformed how we watch sports. The last men’s FIFA World Cup generated an audience of 258m across social platforms. Almost three-quarters (74%) of sports fans now use social media to follow or watch sports, with 40% of football fans plugged into social media on a second screen while watching a game.
These numbers prove that this FIFA World Cup will play out across feeds and platforms as much as on the field and on TVs.
Highlights, shorts, reactions, explainers, and creator commentary will shape the experience, with YouTube front and centre. Fans will flock to the platform to catch up, relive moments, and share real emotion. As a brand or marketer, if you still think of YouTube as a secondary extension of TV, you risk missing out on a massive play.
YouTube delivers scale that rivals TV
Advertisers need to plan for YouTube as they would any major broadcaster; after all, it delivers scale that rivals linear TV.
The 2022 FIFA World Cup reached billions globally across formats, and the 2026 edition is projected to reach 6bn. Millions of individual viewing moments will occur on YouTube, each with distinct emotional and cultural signals. Media plans must reflect this.
Though live sports may be seen as relatively ‘brand safe’ content, buying social video around the World Cup requires a careful approach in an increasingly fragmented viewing environment.
Relying on broad sports targeting or platform defaults when content volumes are soaring is unrealistic. Narratives change match by match. Sentiment can turn in seconds after a stunning goal, a glaring miss or a contentious refereeing decision. Keyword lists and blunt exclusions won’t keep pace.
Suitability matters more than safety alone. Safety merely avoids risk, whereas suitability defines fit, and during the FIFA World Cup, both will need to work together to determine the winner.
Fans can engage with content on divisive topics such as politics, social issues, gambling, and alcohol. Some of this content suits certain brands, but not all of it will, which is why a more granular approach to suitability is required.
Advertisers need to take responsibility for where they appear
YouTube already operates like a broadcaster in many respects, with programming peaks and loyal audiences – something that is only set to be more cemented as the BBC produces bespoke content for the platform.
What it doesn’t have is a single editorial line; content comes from rights holders, news publishers, creators, and fans. Advertisers must take responsibility for where they appear in this mix. That means planning around moments, formats, and tone.
Short-form video merits specific attention. YouTube Shorts consumption will rise during live events as fans react in real time, with videos appearing minutes after key moments. They capture raw emotion and high engagement, but they also carry a higher risk if brands rely on broad placement controls.
Second-screen behaviours increase the need for precision. Attention is split, so ads may no longer be adjacent to the same content for every viewer. A brand could appear next to a highlight for one fan and a heated reaction clip for another. Both count as World Cup inventory, but only one may be suitable for the brand.
Creators play a central role in shaping public opinion, especially around key sports moments. Many fans trust creators more than official broadcasters for analysis and reaction, and often watch this content for longer time periods and make repeat visits.
However, the content can vary widely in tone and language, with some creators focusing on tactics and storytelling, while others lean into controversy or shock. Media buyers need to separate these signals at scale.
The role of AI in contextual analysis
AI-driven contextual analysis makes that separation possible. Given the volume of content around the FIFA World Cup, no marketing team could possibly review millions of videos manually. Automated analysis of video, audio, and metadata enables consistent decisions across markets and languages, which is key for global brands that need one standard applied across regions.
Media efficiency improves when the context is suitable. Poor placements waste impressions, even when viewability metrics look strong. Brands pay premium rates during the FIFA World Cup, so every impression needs to work hard to deliver. Precision reduces waste by removing low-quality or misaligned inventory without cutting reach.
Planning should cover the full tournament cycle. Interest is already high, even with months to go before the first match. Squad announcements, predictions, and historical content will draw steady attention, and during the tournament, highlights and reactions will be widely consumed. After the final, analysis and retrospectives will continue to attract views, so brands that strategise well can achieve sustained reach.
Social video’s role in the FIFA World Cup 2026
The 2026 FIFA World Cup will take place across three host countries and multiple time zones, with a schedule that will push many fans to on-demand and social channels. YouTube will capture much of that activity. Brands that plan early can secure attention across these moments, but those that act too late will have to rely on broad buying that limits control and increases risk.
Treating YouTube like a broadcaster does not mean simply copying TV planning models and applying them to the streaming platform. It means applying the same meticulous planning principles to reach, context, and accountability, while embracing the platform’s unique formats and behaviours.
Broadcasters manage adjacency carefully during major events, and advertisers now need to reach the same standards in social video if they want to win attention during the World Cup.
Rob Blake, MD EMEA, Channel Factory