World Cup. The room we still share.
England play Norway on Saturday and 30 million Britons will watch. Algorithms have buried the shared moment, and sport is the last place left to find it.
THE GIST ON THE WORLD CUP: "The Room We Still Share"
Who is watching on Saturday?
The World Cup quarter-final is on Saturday. England play Norway and 30 million Britons are set to watch. Pubs will sell an extra 4 million pints. Nothing else gets us in the same room like this, because the shared audience is the most valuable thing in the world.
How big is this World Cup?
The biggest ever. 48 teams, up from 32. Three host countries and 104 matches. FIFA is set to earn over $11 billion, and sponsors are paying a record $2 billion just for exposure. That's before they've sold a single pie.
What does an England match deliver?
Pubs sold 5.7 million pints on the first match alone. Every England fixture is worth £20 million to the hospitality industry. Sponsors pay extra because we've all disappeared into different apps.
There are more channels, streams and algorithms than ever, and none of them can get 30 million people to do the same thing at once. A single England match delivers more attention than a year of Netflix originals.
Why is the shared moment so valuable?
FIFA knows it, the sponsors know it, Wetherspoons definitely knows it. Every brand, politician and fund is chasing the same thing: the room where the whole country watches the same 90 minutes.
Algorithms have buried that, and sport is the last place you can find it. The price of a seat has never been higher. Where are you watching on Saturday?
Where are you watching England?
Your take. One tap, then see how everyone else voted.
Quick answers
How many people will watch England v Norway?
30 million Britons are set to watch, with pubs selling an extra 4 million pints.
How big is the 2026 World Cup?
48 teams, three host countries and 104 matches, with FIFA set to earn over $11 billion.
Why do sponsors pay so much?
Algorithms and apps have split audiences, and a single England match delivers more attention than a year of Netflix originals.
See you on the next one.
What should the next one be? Suggest a topic for Huw to explain
The conversation
Comments
Nothing here yet. Start the conversation: Huw reads every comment before it is published.
