Brazil prepares for 2027 Women's World Cup as digital consumption shifts

As Brazil prepares to host the 2027 Women's World Cup, brands are shifting strategies to target Generation Z, who consume sports through fragmented digital channels. A study by B Youth, a research unit of HSR Specialist Researchers, indicates that young audiences (up to 27 years old) increasingly rely on streaming, social media, creators, and memes to follow major events.

While 78% of surveyed youth still watch games on large screens, 69% utilize free streaming services compared to 49% using broadcast television. The smartphone has become a vital second screen, with platforms like Instagram, YouTube, and TikTok serving as primary environments for content consumption. Additionally, 74% of respondents follow sports creators, forcing advertisers to move beyond traditional match-time exposure toward building presence within digital communities.

Parallel to these consumption shifts, the intersection of sports and online betting has gained significant visibility in Brazil. During the 2026 World Cup, 38.4% of respondents reported participating in betting platforms, particularly during decisive matches. This has led to increased scrutiny regarding sports sponsorship and a push for clearer communication standards to ensure transparency for consumers within the regulated market.