'2026 North America World Cup' 69% of People Watch…Top Channel and Commentator: Who Are They?

As the '2026 North America World Cup' is set to kick off on the 11th, public excitement is anything but modest. Seven in 10 people say they plan to watch, and attention is focused on the potential shake-up the massive sports festival could bring to the media ecosystem.

The power of 'real-time live broadcasts' proven by overwhelming figures

The indicators released by the Korea Broadcast Advertising Promotion Corporation (KOBACO) point clearly in one direction. With 68.6% of all respondents saying they intend to watch the '2026 North America World Cup', preference for 'real-time live broadcasts'—the essence of sports—topped the chart at 71.6%. Even amid a media ecosystem flooded with short-form content and recap videos, it shows the public’s fundamental desire to share decisive moments in real time. Trailing behind were 'watching mainly highlights' (54.3%), 'watching replays' (27.0%), and 'watching short-form content' (15.4%), offering a glimpse into diversified content-consumption patterns.

The 'TV medium' that held the throne, the new stars of match commentary, and the evolution of marketing

Despite the cliché of a media diversification era, when it comes to mega sports events, 'TV' (terrestrial and cable) flexed absolute power with a 75.0% share. Even as video platforms (43.6%) and OTT (34.3%) surged in pursuit, the immersive, at-home experience delivered by the large living-room screen was impossible to replace.

The winner of the fierce match-commentary battle was 'KBS' (62.7%). In terms of panelist preference—what ultimately determines the quality and dignity of commentary—commentator 'Lee Young-pyo' ranked No. 1 with 30.4%, while 'Park Ji-sung' took second with 13.8%, reaffirming the public’s steadfast trust. KOBACO suggested that the combination of demand for 'real-time live broadcasts' for major sports events and the reach of terrestrial TV would offer advertisers an optimal marketing solution.

The survey is the result of a detailed study conducted from April 24 to 27, targeting 2,000 adults of both genders aged 20 to 64 nationwide. (Sampling error: 95% confidence level ±2.2%p)