What are Vietnamese searching for during World Cup 2026?
VOV.VN - Searches for "World Cup" have surged 1,550% in Vietnam since the tournament kicked off compared with a month earlier, while football-related searches climbed 480%, according to data released by Coc Coc Research on June 30.
The report showed that the top 1,000 football-related keywords generated 16.6 million searches from the opening of the tournament through the end of the group stage. Search activity surged after the opening match and remained high throughout the group stage, reflecting strong interest among Vietnamese fans.
Most users searched for real-time information, with standings, match fixtures and results accounting for the largest share of queries. Searches related to group standings topped the list with about 4.9 million queries (29.4%), followed by matches and head-to-head fixtures with 4.4 million (26.4%) and match schedules with around two million (12.1%). "World Cup 2026 schedule" was the single most searched football-related keyword across the entire football category.
The trend was also reflected in the use of Coc Coc's Football search feature, with user engagement increasing 531% during the tournament compared with the pre-tournament period.
Search data also revealed that matches involving Cristiano Ronaldo of Portugal and Lionel Messi of Argentina attracted the greatest attention from Vietnamese fans. All three of Portugal's group-stage matches ranked among the 10 most searched fixtures, while Argentina had two matches in the top 10.
On the player side, Lionel Messi was the most searched player during the group stage, followed by Cristiano Ronaldo, Neymar, Erling Haaland, Kylian Mbappe and Lamine Yamal, highlighting growing interest in both established stars and emerging talents.
According to Coc Coc Browser data, daily traffic to VTVgo, the official streaming platform of Vietnam Television that holds the exclusive broadcasting rights for FIFA World Cup 2026 in Vietnam, increased by 812% compared with one month before the tournament. Other streaming platforms also recorded growth, with TV360 up 126% and FPT Play rising 88%.
VTV secures exclusive broadcast rights for FIFA World Cup 2026 in Vietnam
VOV.VN - Vietnam Television (VTV) announced it has officially secured the exclusive media rights to broadcast the final tournament of the FIFA World Cup 2026 in Vietnam.
