M6 hits big audiences but could lose tens of millions on 2026 World Cup

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·21 July 2026

M6 hits big audiences but could lose tens of millions on 2026 World Cup

M6 drew impressive audiences as, for the first time, the only free-to-air home of the 2026 World Cup, yet the picture is mixed. According to L'Équipe, the channel could still lose a few tens of millions of euros on the tournament.

From 11 June to Sunday night, the broadcaster devoted itself entirely to the competition.

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A network once viewed during the 1998 World Cup as having no appetite for football pivoted to wall-to-wall coverage in 2026.

Never has the channel figured so prominently in French conversation, with viewers closely linking M6 to World Cup coverage, a first win for the network.

The outcome is contrasting, strong reach and a major spotlight, but the financial balance could yet be negative.

Source: L'Équipe