Finance apps retain 17.6% of users 30 days after download, the highest rate of any industry in North America and nearly 4 times that of shopping apps (4.51%), according to a March report from Airship.
The 2026 FIFA World Cup is breaking records as the largest tournament in history with 48 teams, but economic pressures and shifting demographics are reshaping expectations for what was projected to be a $30 billion windfall for host nations. "Over the last 12 months, we've seen a flurry of activity from outside the retail sector," said our analyst Sarah Marzano on a recent episode of "In the Game." While early forecasts painted a rosy picture, with FIFA projecting over $30 billion in economic impact and the US Travel Association expecting visitors to spend $5,000 per trip, the reality has proven more complex as tariffs, inflation, and geopolitical tensions dampen international travel.
Host cities saw late-night traffic and revenue climb sharply.
Finance apps lead Day 2 app activation in North America at 23.76%, the only category besides health & fitness (20.32%) to clear 20% and roughly 3x the return rate of food & drink apps (7.93%), according to a March report from Airship.
On today's podcast episode, we discuss the scale of the World Cup, how many people in the US will engage with the event, whether the World Cup will spark a surge in sports tourism among Americans, and the best ways for brands to capture fans' attention during the tournament (and other major events). Join Senior Director of Podcasts and host Marcus Johnson, Senior Director of Forecasting Oscar Orozco, and Senior Forecasting Analyst Drew Spink. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
TAG protects World Cup ads: An expanded piracy blocklist keeps programmatic budgets off illegal streams and legitimate publishers funded.
Live sports was supposed to be streaming's killer app. The content that would justify the subscriptions, lock in the loyal audiences, and finally settle the cord-cutting debate in favor of digital. And by raw adoption numbers, the bet has paid off. The trouble is that arriving somewhere doesn't mean you can find what you're looking for once you get there.
Highlights are front door to sports: As Gen Z swaps games for clips, brands should build highlight-first campaigns and track audiences across platforms.
World Cup fuels ad demand: Record Fox audiences reaffirm live sports’ value, but priced-out brands can find cheaper ways to join the action.
Live sports keep delivering: But record audiences and billions of ad impressions are making premium rights harder to secure—and costlier.
Handbag and accessory brand Caraa launched a new collaboration to build a close connection between athletes and consumers, tapping into the lifestyle surrounding the sport through highly relevant products and actual fencing team members. Although this campaign leans into athletes, it also aims to make lifestyle connections similar to sports creator campaigns, which are growing in popularity, especially among younger consumers.
A Lids partnership and private-label pop-up keep assortments fresh and relevant.
Women’s sports deliver standout ROI: Faster audience gains and 40% higher ad impact make them a cost-efficient play.
Sports deals can fuel year-round community investment, not just brand exposure.
Auto industry TV ad spend plummets: A 32% drop in May reflects high consumer costs and a focus on sports inventory.
NBA Finals rewrite the playbook: Knicks-Spurs series draws 19.1 million average viewers, up 114% YoY, proving sports’ scale edge across TV, social media.
World Cup attention rewards bold brands: Young fans flock to podcasts and vertical video, making TV-only buys a miss.
World Cup betting frenzy will shine a spotlight on the growing consumer health risks tied to online sports gambling.
Paid search ad clicks in the jobs and education industry fell 13.1% YoY in Q1 2026, a stark reversal from the same category's 254% growth in Q1 2025, according to an April report from Skai.
Sports has long been the go-to for high-intent connected TV (CTV) audiences, but that strategy is starting to plateau. Lifestyle content is emerging as a more consistent driver of engagement, attention, and purchase behavior.