Rai's World Cup audience surpasses 2018 and 2022 levels, driven by 4.3 million viewers and strong youth digital engagementExecutive summary: Rai's coverage of the first six World Cup matches garnered more than 4.3 million viewers, outpacing the 2018 and 2022 editions, with 35% of total viewership coming from digital devices. The surge indicates a shifting audience preference toward integrated broadcast-digital consumption, enhancing Rai's advertising value and underscoring the importance of multi-platform distribution. Rai, the Italian public broadcaster, and the viewing public, particularly younger demographics. Subsequent matches are likely to further boost ratings and may prompt increased investment in digital streaming capabilities.According to Auditel data, the first six matches of the 2026 FIFA World Cup attracted over 4.3 million viewers on Italy's public broadcaster Rai, exceeding previous tournament ratings. Digital platforms reported that 35% of total viewing occurred via devices, highlighting growing youth consumption. The performance is expected to increase advertising revenue and influence future broadcast strategies.Open the full case file on Beyond →
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