Peak traffic on Hyperoptic’s broadband network rose by about 10% during the opening match of this summer’s major international football tournament. Most viewers also expect to watch the tournament from home.

Demand peaked at about 9:15pm during the opening fixture, around 30 minutes later than the usual evening high point. Hyperoptic said its normal peak typically falls between 9pm and 10pm.

Research commissioned by the provider found that 60% of UK adults with home broadband plan to watch the tournament. Among those viewers, 86% expect to watch most matches from home rather than elsewhere.

The findings highlight the strain major live sport can place on household connections when several activities are running at once. During major live sporting events at home, an average of 2.7 internet-connected devices are in use in the household at the same time, according to the survey.

A sizeable minority of viewers said technical problems can spoil the experience. Some 29% of UK adults with home broadband said buffering during a goal, penalty or other key moment would be one of the most frustrating things to happen during a major match, while 11% said they had already missed an important sporting moment because of buffering, lag or connection issues.

The study also suggested that delays in live streams can leave viewers exposed to spoilers before the action appears on screen. Around three in five football viewers said they had found out about a goal or other key sporting moment before seeing it themselves.

Second screens

The survey suggests that watching football at home often involves several screens at once. A third of football viewers said they message friends or family while watching live football, while 29% said they scroll social media during matches.

That second-screen habit can add another source of frustration for viewers whose streams lag behind live play. Fans checking messages or social platforms may learn about decisive moments before the broadcast catches up.

Hyperoptic, which focuses on full-fibre broadband in urban areas, said the opening fixture offered an early sign of how the tournament is affecting evening traffic patterns, with network demand rising as millions of fans watched from home.

Mark Bartlett, Chief Operating Officer at Hyperoptic, commented on the viewing patterns and their effect on home internet use.

“This summer is a big moment for football, and millions of people will be watching, reacting and connecting at the same time. With so many fans planning to watch from home, broadband is a central part of the matchday experience. A delayed stream, frozen picture or spoiler can take fans out of the moment in seconds.

“For households watching live sport, a few simple steps can make a real difference to the viewing experience. Streaming over a reliable Wi-Fi connection, avoiding large downloads during key matches and being mindful of how many devices are using bandwidth at the same time can all help reduce the risk of buffering or delays,” Bartlett said.

The research was based on a survey of 2,000 UK adults with home broadband. Unless otherwise stated, the figures refer to that group, with some results drawn from subgroups including football viewers and people planning to watch the tournament.

Hyperoptic said its network now passes more than 1.9 million homes and that it has more than 400,000 customers across 64 towns and cities in the UK. Its figures suggest that major live sports events can shift both the scale and timing of broadband demand as households stream, message and browse at the same time.

For broadband providers, that pattern matters because the pressure comes not only from viewers watching the same event simultaneously, but also from the cluster of digital activity around it. The survey findings suggest that the modern match experience at home includes streaming, social media use and messaging alongside the live broadcast.

With most tournament viewers planning to stay on the sofa for most matches, the home internet connection has become a bigger part of how audiences experience major football events. Around three in five football viewers said they had found out about a goal or key sporting moment before seeing it on their own screen.

Bicester is seeing a surge in demands thanks to a blend of premium retail at Bicester Village, strong rail connectivity, and easy access to Oxford and London.

New data from the digital rail ticketing platform TrainPal shows the destination experiencing sustained growth, as travellers increasingly look beyond traditional tourist hotspots.

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It’s ranked among other locations, including Salford, at the top spot, Hatfield, St Albans, and London.

Destinations experiencing the strongest growth in rail demand, highlighting a growing appetite for places that combine strong transport links, cultural attractions, food scenes, outdoor experiences and value for money.

Alvaro Ungurean, European commercial director, said the trends show travellers prioritising destination that offer “memorable experiences, easy accessibility, and a strong sense of place.”

SOFIAH NICHOLE SALIVIO

News Editor

Venture Forge has appointed Stephen Kenwright as Fractional Chief Commercial Officer, adding the former Rise at Seven executive to the Yorkshire Amazon agency’s leadership team.

At the 21-person company, Kenwright will lead new business and marketing as Venture Forge develops its commercial strategy and expands its market presence. The appointment comes as the agency prepares to support client brands through Amazon Prime Day, a key trading period for sellers on the platform.

Founded in 2018 by former Heads of E-Commerce Andrew Banks and Jonathan Newton, Venture Forge helps consumer brands sell through Amazon. Its clients include Thermos, VAX, John Cotton and Glen Dimplex.

Kenwright brings nearly two decades of experience in commercial, digital and agency leadership. He founded Rise at Seven in 2019 and helped grow the business to annual revenues of more than £7 million, with 110 employees across Sheffield, Manchester, London and New York, before leaving after three years.

He also founded SearchLeeds and now works as a non-executive director and business development consultant for several agencies. His work has been recognised by Business Insider’s 42 Under 42 and The Drum.

Growth plans

The hire reflects Venture Forge’s efforts to strengthen its leadership team as the business grows. The agency has built its position by advising consumer brands on Amazon sales, operations and profitability.

The role adds dedicated senior oversight of commercial development beyond the two founders, marking a shift from a founder-led growth model to a broader management structure as the business expands.

Kenwright said he had not expected to take on another CCO role.

“I had no plans to return to the fray in a CCO role, but the opportunity with Venture Forge was too good to pass up.

“I was excited to get deep into Amazon, since I feel like I’ve only scratched the surface in my previous companies. Working with Andy and Jonathan, who’ve been friends of friends for a long time and experienced retailers in their own right, has been a great experience over the last few weeks.”

“Most of all, it feels like an agency in its ascendency, and one where I can make a significant difference.”

Founders’ view

Andrew Banks, Founder and Managing Director of Venture Forge, said the appointment reflects both Kenwright’s background and the stage the company has reached.

“Stephen isn’t a stranger. He’s someone Jonathan and I have known of and rated for years.

“So this was never just about hiring a CCO. It’s about the right person arriving at exactly the right moment: the point where our commercial ambition has outgrown what two founders can carry alone.

“Having an operator of his pedigree choose us tells us everything about where Venture Forge is heading.”

The recruitment also reflects continued demand for specialists in marketplace commerce, particularly among consumer brands seeking stronger sales on Amazon. Agencies in this segment have benefited as manufacturers and retailers devote more attention to direct marketplace performance, advertising and fulfilment economics.

Prime Day remains one of the most important points in the Amazon trading calendar, often driving a surge in promotional activity, stock planning and advertising spend among brands. For agencies serving that market, the period can act as both a test of operational readiness and a source of new client demand.

Both founders previously held Head of E-Commerce roles before setting up the business. As Banks put it, the company has reached “the point where our commercial ambition has outgrown what two founders can carry alone.”