How the 2026 World Cup affected Internet traffic (opens in new tab)
The 2026 World Cup demonstrated how a rare shared global event can reshape Internet behavior across countries. Cloudflare used traffic data from its global network to show that match timing, teams, and major storylines significantly affected online activity. Overnight matches often doubled traffic, while games during normal active hours could reduce browsing as people focused on watching. ## Measuring “Normal” Internet Activity - Cloudflare established a baseline using the median traffic from the previous four weeks. - Traffic changes were expressed as a log₂ ratio: - `0` means normal activity. - `+1` means traffic doubled. - `−1` means traffic fell to half its normal level. - This approach made traffic changes comparable between high-volume and low-volume countries. ## Kickoff Time Shaped Online Behavior - The largest traffic changes occurred during matches played between midnight and 8 a.m. local time. - Fans staying awake or waking early caused traffic to rise well above normal, sometimes by more than 2x. - Daytime matches had little effect because viewers were likely already online. - Evening matches produced a smaller increase on weekdays, but could also cause traffic to fall when people stopped browsing to watch. - In Bosnia and Herzegovina: - A 2 a.m. match caused traffic to more than double. - An evening match reduced traffic to roughly 70% of normal. - Brazil and Japan showed opposite patterns during the same match: - Japan’s overnight viewing produced traffic around twice its usual level. - Brazil’s daytime match coincided with traffic about 40% below normal. ## Matches With the Greatest Global Impact - Cloudflare measured traffic during the two hours after kickoff. - For each match, it calculated the absolute deviation from normal across countries and then used the median result. - Simultaneous matches were excluded because their effects could not be reliably separated. - The most impactful match was Argentina vs. Switzerland, with traffic changing by a factor of about 1.26. - France vs. Spain followed at 1.21. - The highest-impact games included quarterfinals, knockout matches, and some round-of-32 games—not only the final or semifinals. ## Argentina Led the Teams Drawing Global Attention - Argentina produced the largest average worldwide traffic impact, at 1.17x normal activity. - France, Brazil, Portugal, Morocco, Spain, and Norway also ranked highly. - Argentina’s appeal was linked to its status as defending champion and the possibility that the tournament could be Lionel Messi’s final World Cup. - Haiti and Iraq appeared as outliers because matches involving major teams caused especially large changes relative to their usual traffic levels. ## More Traffic to Sports Betting Websites - Requests to gambling-related websites increased after the tournament began compared with the preceding month. - Before the World Cup, betting traffic followed a regular weekly cycle. - Once matches began nearly every day, that weekly pattern flattened into a more consistent level of activity. Overall, the data shows that the World Cup affected Internet use in two distinct ways: inconvenient kickoff times brought previously offline fans online, while matches during normal usage hours often diverted people away from their usual browsing. For analyzing global events, normalized, country-by-country traffic measurements provide a clearer picture than raw request volumes alone.