A little peek behind the curtain at how the Eyeballr audience model works.
When a match is behind a paywall, the home audience doesn’t disappear, it just shifts. Some head out to the pub, some turn to piracy. If you want the full picture, you have to follow both. The 2026 Europa League final was a perfect example: an English team (Aston Villa) in a European final, with no free-to-air option in the UK.
Out-of-home demand is one of the signals we track. We pick it up by looking at how busy venues are in real time. Across Birmingham, pubs showing the match were about 170% busier than a typical Wednesday, and stayed that way from kick-off to full time. Walkabout on Broad Street hit +393%, nearly five times a normal night.
Meanwhile, nearby venues not showing the match? Pretty standard evening, tapering off later on.
Signals like this on the demand side, combined with supply-side factors like broadcast availability, all get stitched together, because real audiences are never just the people watching at home.

Want a clearer picture of where your audience really is? Drop me a message: stephen@eyeballr.ai