TV Tech features Looper Insights VP of Marketing Francesca Pezzoli in an opinion piece examining how CTV home screens will shape fan discovery during the 2026 FIFA World Cup – one of the most complex live sports events streaming has ever had to serve.
With 104 matches, multilingual coverage across multiple platforms, and YouTube streaming the first 10 minutes of every match, the tournament will test whether platforms can guide fans to the right destination before the whistle blows. The piece draws on Looper Insights data showing an average of 1.3 UI errors per live sports event – errors that, at World Cup scale, risk missed tune-in, advertiser value loss, and fan abandonment.
The central argument: the winners won’t just be those with the biggest campaigns, but those who make discovery effortless – surfacing the right match, at the right time, with accurate promotional information across every device.
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