The Six Nations Championship remains one of the most anticipated events in the rugby calendar, drawing millions of passionate fans across the UK and beyond. As the tournament unfolds, fan engagement is at an all-time high, with dedicated supporters tuning in, interacting on digital platforms, and proudly backing their teams. From watching matches live to sharing their excitement online, fans are more connected to the action than ever.
But how exactly are rugby lovers tuning in, engaging, and showing their support for their teams? We surveyed 304 Six Nations fans from our UK panel to find out. Our latest insights reveal key fan behaviours – from viewing habits to merchandise trends and, of course, predictions for the ultimate winner.
Living the Six Nations experience
Despite the rise of digital and on-the-go streaming, the traditional TV experience remains king. A massive 85% of British rugby fans are watching Six Nations matches live on TV at home, whether it’s a solo viewing session or a full house of friends and family.
When it comes to merchandise, T-shirts and jerseys are the most popular items fans are considering purchasing.
While live TV dominates the Six Nations viewing experience, social media has become a crucial hub for fans to stay connected and catch up on the action. 25% of Brit fans say they will watch match highlights on social media, taking advantage of the instant updates, viral clips, and discussions that platforms like TikTok, Twitter, and Instagram offer. Whether it’s reliving key moments, engaging in debates, or sharing their reactions, fans are increasingly turning to digital spaces to enhance their Six Nations experience.
Who will win Six Nations 2025? The fans have spoken!
The biggest question of the tournament – who will lift the Six Nations trophy? Based on our survey of UK fans, Ireland is the overwhelming fan favourite with 48% backing them to take the championship. England follows at 30%, while France sits at 14%. But as rugby has shown time and time again, anything can happen on the field!
If Ireland does secure the title, it will mark another triumph following their 2024 victory and back-to-back championships. The Six Nations has a history of delivering surprises, and with the level of competition this year, will the fans’ predictions hold true?
The infographic below represents key findings from our research:
