Unlocking the Power of the 2026 World Cup

Who is planning to watch?

They skew male, younger, and Hispanic

Among those planning to tune in, the audience composition reveals clear opportunities for targeted, high‑affinity media and creative strategies.

• 61% of planned viewers are men, creating strong environments for categories such as men’s apparel, grooming, gaming, wearables, and automotive.
• More than 1 in 5 viewers are ages 25–34, a prime life stage for premium streaming bundles, financial services onboarding, and first‑time luxury purchases.
• 22% of viewers will be Hispanic — 23% more likely than the average U.S. adult — signaling the importance of bilingual creative, in‑culture storytelling, and media partners that reach bilingual households. Marketers should prioritize inclusive, culturally resonant narratives that honor national pride while emphasizing community, family, and tradition.

The takeaway: This audience mix supports a strategy that combines broad‑reach placements with targeted, high‑affinity buys — converting passion into performance while building brand equity with influential, socially active fans.

What other media do they consume?

Social, streaming, and Spanish‑language TV

Media habits of World Cup viewers reveal fertile pre‑tournament channels to front‑load awareness and capture early intent.

• 22% of viewers listen to Apple Music (17% more likely than the average U.S. adult), creating opportunities for audio sponsorships, branded playlists, and creator integrations.
• 20% use Reddit (24% more likely), enabling AMA sessions with athletes, community challenges, and owned‑subreddit takeovers.
• 19% use LinkedIn (25% more likely), opening doors for B2B storytelling, employer branding, and executive thought leadership tied to sports, unity, and business performance.

On the CTV and sports‑network front, viewership also skews toward premium, addressable environments.

• 19% watch via Apple TV (17% more likely)
• 14% watch ESPN+ (23% more likely)
• 14% watch NFL Network (14% more likely)

For Spanish‑language reach, 10% watch Univision (19% more likely) and 10% watch Telemundo (18% more likely), making both essential for connecting with Hispanic viewers in‑language and in‑culture.

The takeaway: Combine community‑driven digital channels with premium sports inventory and Spanish‑language networks to surround fans before the first whistle.