The World Cup Shelf
How US streaming platforms and CTV devices have merchandised the 2026 FIFA World Cup from kickoff through the group stage, with the quarterfinals now on the horizon.
US placements only. Values shown in $MPV™, Looper's proprietary Dollar Media Placement Value metric.
Who owns the World Cup shelf?
FOX One holds primary US broadcast rights and dominates promotion volume and value by a wide margin. The question is what shape that dominance takes as the tournament reaches the knockouts.
Top 3 platforms by total placements
Full platform leaderboard
Weekly promotion volume
Placements per scan date across the group stage. Quarterfinals marker sits at the far right.
The device battleground
Where World Cup promotion actually lives on the living-room shelf. Roku sits in a different tier for per-placement value, while Fire TV carries the raw volume.
Top 3 devices by $MPV™
Which CTV device delivers the most $MPV™ per placement?
CTV device ranking
Value comes from FOX One and Peacock
Volume driven by Prime Video across the Fire TV shelf
The games that got the spotlight
Match-level placements skew heavily to the US team. USA fixtures received dramatically more promotion than any other single match in the tournament so far.
Which single match pulled the most promotion?
Match broadcasters vs channel marketplaces
Two very different jobs for the same content. Broadcasters air the games and drive viewership. Marketplaces resell other services' subscriptions using the tournament as the hook.
Who wins on $MPV™ per placement: the broadcasters or the marketplaces?
FOX One, Peacock, Tubi and Hulu all carry World Cup match broadcasts and promote the tournament directly to drive viewership. FOX One leads on volume; Peacock leans editorial; Tubi punches above its weight in per-placement value; Hulu adds live-TV reach.
Inside the group
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