#Japan #Tokyo #The Trade Desk #Soccer Tournament

Upcoming International Soccer Tournament: Japanese Viewership Insights

This summer, the world will witness one of the largest soccer events, and a recent study by The Trade Desk, in collaboration with Appinio, has unveiled notable trends in how Japanese audiences plan to engage with this highly anticipated event. The survey, conducted in October 2025, polled 500 Japanese consumers aged 18 and above to explore their viewing habits and preferences.

Shifts in Viewing Behavior Due to Time Differences

The study outlines that Japanese viewers are adapting to the significant time zone differences between Japan and North America, leading to a shift towards a hybrid viewing model. Instead of traditional live viewership, audiences are increasingly blending live presentations with on-demand streaming and highlights, revealing an evolving landscape for sports consumption.

Multi-Platform Viewing Preferences

About half of the respondents (50.4%) consider this soccer tournament as one of the major sports events of 2026, with 41% planning to tune in. Interestingly, over 97% of these viewers expressed their commitment to following the tournament regardless of the Japan National Team's performance. However, only a small fraction, just 7.1%, intends to watch all matches live. The majority (43.5%) prefer to watch as many live matches as possible while utilizing on-demand services, and 17.1% plan to focus on highlights and specific live games.

Moreover, the distribution of viewing across various platforms signifies a shift in consumer behavior. For instance, 38% of viewers are expected to utilize Connected TV (CTV) or Over-The-Top (OTT) services, while 15% will rely on sports streaming apps, and another 11% will turn to different online video platforms. This trend extends to pre-game information searches, where 41% of participants start seeking related information days ahead of the match, and 21.5% begin their search over a week prior.

The engagement for match-related information spans various digital media, including online content (33.7%), CTV/OTT (22.9%), and other online videos (16.6%). This highlights the crucial role of multiple digital touchpoints in fueling fan excitement in the lead-up to the matches.

Connection Between Viewing Behavior and Purchase Intent

Significantly, the survey results illustrate a strong link between fragmented viewing behavior and purchase intent. More than half of the respondents (54.1%) indicated plans to buy snacks or food items during the tournament, while 32.9% intend to increase their grocery shopping in line with the event. Interest in purchasing alcoholic beverages (41.8%) and other drinks (42.9%) has also shown considerable traction.

These insights suggest that timely and engaging omnichannel messaging on the open internet could have substantial commercial impacts during major sporting events. In Japan, sports advertising continues to play a key role in enhancing brand trust and perception, with one-third of respondents (33.3%) stating they trust brands that advertise during sports events, while 31.4% perceive these brands as more reliable.

The Need for Omnichannel Strategies

The findings signal that businesses must move beyond television-only or siloed single-platform strategies. Given the audience's dispersed nature across television, CTV/OTT, mobile apps, and online platforms, companies need to devise integrated omnichannel strategies. CTV, in particular, plays a pivotal role, providing premium viewing experiences while integrating seamlessly with mobile and digital touchpoints throughout the event.

Kei Majima, General Manager of The Trade Desk Japan, commented, “The results of this survey emphasize how media consumption in Japan is diversifying in light of the time zone challenges presented by the upcoming international soccer tournament. To effectively reach audiences, advertisers must pivot from single-channel approaches. Implementing an omnichannel programmatic strategy led by CTV allows brands to maintain touchpoints throughout the customer journey with fans.”

Survey Overview

• - Methodology: Online Survey
• - Period: October 30 – 31, 2025
• - Target Audience: 500 consumers in Japan (ages 18 and older)
• - Conducted by: Appinio and The Trade Desk

About The Trade Desk

The Trade Desk is a technology company that assists ad buyers in creating, managing, and optimizing digital advertising campaigns across various devices, including PCs, mobiles, and CTV. Through connections with leading data, inventory, and publisher partners, they maximize reach and operational efficiency. The Trade Desk is headquartered in Ventura, California, with offices across the United States, Europe, and Asia. For more information, visit The Trade Desk.