Analysis of BBC iPlayer data shows that London is the leading area for World Cup viewership, with 13 of the top 14 postcode areas located in and around the city. Overall, 64% of UK iPlayer accounts streamed World Cup content, with higher engagement in areas like Southall and Ilford, where nearly 80% participated.
The viewing habits also highlight regional divides, as Scottish households showed less interest in England matches compared to their Welsh and Northern Irish counterparts. Club loyalties influenced viewership, with cities like Manchester and Liverpool showing significant engagement for matches featuring players from local clubs.