The 2026 World Cup taking place from June 11 to July 19, in the US, Mexico and Canada, is a football event that is attracting the attention of many people. According to data from Coc Coc Research released on the afternoon of June 30, the search volume for keywords containing "World Cup" since the opening day increased by 1,550% compared to the month before the tournament, while the keyword group "Football" increased by 480%.
According to data collected from June 10 to June 28 - the end of the group stage, the total search volume in the Top 1,000 football-themed keywords reached 16.6 million in the period from the start of the tournament to the end of the group stage.
Search volume increased sharply from the opening day of the World Cup and remained at a high level throughout the group stages, reflecting the need to follow the tournament developments of domestic fans.
Vietnamese fans prioritize real-time information updates
Among the most searched topic groups, keywords related to "rankings & groups" lead with about 4.9 million views (accounting for 29.4%), followed by "matches & head-to-head matches" with about 4.4 million views (accounting for 26.4%) and "schedules" with about 2 million views (accounting for 12.1%). Notably, "World Cup 2026 schedule" is the most searched keyword in the entire football topic.
This trend is also reflected in the level of interaction with the Football-themed Search feature. During the World Cup, the amount of interaction with this feature increased by 531% compared to the period before the tournament.
Messi and Ronaldo lead the level of interest
Search data shows that matches featuring Portugal and Argentina received a lot of attention from Vietnamese fans. All three matches of Portugal in the group stage were in the top 10 most searched matches, while Argentina participated with two matches.
On the individual level, Lionel Messi is the most sought-after player in the group stage. Followed by Cristiano Ronaldo, Neymar Junior, Erling Haaland, Kylian Mbappe and Lamine Yamal. The appearance of Lamine Yamal alongside experienced players shows the user's interest in young talents at the tournament.
Broadcasting platforms record impressive growth during the World Cup season
According to data from Coc Coc browser, VTVgo (VTV's official broadcasting platform) recorded an average daily access rate increase of more than 8 times (812%) compared to the month before the tournament. Other retransmission platforms also grew with TV360 increasing by 126% and FPT Play increasing by 88%.
It can be seen that the need to watch live matches has become an indispensable part of the World Cup season experience of Vietnamese fans, leading to a sharp increase in traffic both on the copyrighted platform and retransmission channels.
