A Shifting Viewing Landscape
The 2026 FIFA World Cup, scheduled to take place across stadiums in the United States, Canada and Mexico, is expected to draw a sizable but slightly smaller U.S. audience than marquee events such as the Super Bowl or the Winter Olympics.
Interest is especially pronounced among younger demographics, with Gen Z and Millennials accounting for 40 % and 39 % of those who say they will watch, outpacing Gen X and Baby Boomers.
Hispanic and Asian consumers show the highest intent to view the tournament, at 54 % and 51 % respectively, underscoring the event’s multicultural appeal.
Streaming will be the dominant medium, as 57 % of intended viewers plan to rely on services such as Hulu, YouTube TV and Peacock, reflecting a broader shift away from traditional broadcast.
Social platforms also feature prominently, with roughly a quarter of viewers expected to engage on TikTok or Instagram, highlighting the role of short‑form video in building hype.
More than half of those planning to watch intend to do so in communal settings like bars, restaurants or public venues, suggesting a strong social component to the tournament.
Economic and Cultural Impact
Organizers anticipate that the World Cup will stimulate roughly $7.5 billion in consumer spending, driven largely by purchases of snacks, chips, dips, alcoholic beverages and prepared appetizers.
Only 5 % of those intending to watch plan to attend matches in person, yet American attendees are projected to spend an average of $1,667 on tickets, travel and related expenses.
Public perception of the event’s economic benefits is mixed; about 52 % of U.S. consumers believe hosting the tournament will have a positive impact on host cities, while some local residents voice concerns over infrastructure strain and rising living costs.
Among the 51 % of Americans who say they will not watch, the most common reasons cited are a lack of personal interest and insufficient time, indicating that the tournament’s reach may be limited to a dedicated core.