England’s 4-2 win over Croatia in Dallas was watched by a peak of 15.4 million people on ITV, making it the most-watched television event in the UK this year. That single match has set the tone for a ratings battle between ITV and BBC that will define how the nation watches the rest of the 2026 World Cup.
The World Cup is broadcast in the UK by a partnership between ITV and BBC, which alternate coverage of matches. ITV has won the first week of the tournament, according to data from Barb, the UK’s official TV ratings body. Of the five highest audiences so far, four were on ITV. England’s opener topped the list with an average of more than 10 million viewers. The second-highest was the opening match between Mexico and South Africa, which peaked at 7.7 million on ITV. BBC’s best performer was France v Senegal on Tuesday, which drew a peak of 6.7 million on its main channel, rising to 7.6 million when laptop and mobile streaming viewers were included.
“ITV vs BBC in the World Cup 2026 TV ratings battle explained”
The rivalry between the two broadcasters goes back decades. For this tournament, BBC gambled in pre-tournament negotiations by opting for more first-pick games in the knockout stages – the last 32, last 16 and semi-finals – while ITV loaded its schedule with big group-stage matches. That strategy explains ITV’s early dominance. ITV also secured England’s third group game against Panama and will show any England quarter-final, which could be against Brazil on a Saturday night. BBC, meanwhile, will broadcast England’s second group game against Ghana on Tuesday.
For UK viewers, the split coverage means you often need both channels – or their streaming services – to follow your team. Barb’s figures count people watching on main channels and via streaming on a television, but not those on laptops or mobile phones. When mobile and laptop viewers are added, BBC’s peak for France v Senegal jumped to 7.6 million, showing the importance of digital platforms. Scotland’s first World Cup match in 28 years, against Haiti, kicked off at 2am UK time but still attracted a peak of 2.8 million on BBC One, with 78% of all UK TV viewers at that hour watching the game, rising to 92% in Scotland.
Q: Which channel has the most World Cup matches? Both ITV and BBC share the rights equally, but each picks which games to show. BBC has more first-pick matches later in the tournament, while ITV has more big group-stage games. You will need access to both to see every match live.
Q: How can I watch World Cup matches online? Both ITV and BBC stream live matches on their respective streaming platforms – ITVX and BBC iPlayer. Viewing via a laptop or mobile is not counted in the official Barb ratings unless connected to a TV, but the streams are available free in the UK.
Q: Why do England matches get such high ratings? England are one of the most popular national teams in the UK, and World Cup matches are national events. The 4-2 victory over Croatia was the highest-rated TV programme of 2026 so far, reflecting the huge public interest.
What happens next? The group stage continues, with BBC showing England’s second match against Ghana on Tuesday. ITV will broadcast England’s third group game against Panama. In the knockout rounds, BBC will have first pick of matches in the last 32, last 16 and semi-finals – a decision that could give it the most-watched games of the tournament if England progress. The final will be shown on both channels, traditionally a ratings blockbuster. ITV’s early lead may narrow as the tournament enters its decisive phase.