The 2026 FIFA World Cup will be hosted by Canada, Mexico, and the United States, each presenting unique fan behaviors and opportunities. The survey of 1,500 sports fans reveals distinct engagement patterns across the three nations.
Host Nations Overview:
- Canada: Soccer fandom is event-driven, with viewers primarily engaging during major national moments. The opportunity lies in habit-building, converting occasional viewers into consistent fans through storytelling and digital content.
- Mexico: Soccer is deeply embedded in culture, with fans actively engaging beyond live matches. The key opportunity is sustaining attention across the tournament through real-time highlights, new content formats, and social-driven content.
- United States: The largest monetary opportunity, but with 38% of fans not planning to follow the tournament. The key is targeting younger audiences, especially Gen Z, who are increasingly digital-first in their engagement.
Key Takeaways:
- Audience Segmentation: Potential segments include hardcore fans, stadium visitors, gamers, food delivery users, and bettors, offering diverse advertising opportunities.
- Viewing Habits:
- Mexico (43%) is more stream-friendly than the US (37%) and Canada (24%).
- Live TV remains the most popular choice (66-68% in each country), though slightly down from 72% in the 2023 survey.
- Content Preferences:
- Mexico: High enthusiasm (84% planning to follow), requiring depth of storytelling and continuous coverage.
- US and Canada: A new generation of fans is emerging, with an opportunity to grow soccer's popularity through exciting narratives and post-match digital content.
- Digital Engagement:
- Mexico: Fans are more open to advanced features like augmented reality (AR), with 90% using multiple devices.
- US and Canada: Platforms should prioritize simplicity and frictionless viewing, as casual fans are overwhelmed by complex features.
- Social Interaction:
- Mexico: 24% discuss games in group chats and 38% share or rewatch clips on social media.
- US and Canada: Short-form highlights (under 3 minutes) are most demanded, while Mexico prefers extended highlights and full-replays.
- Next-Generation Features:
- Mexico: High demand for AR and immersive experiences.
- US and Canada: Disinterest in advanced features, with 41% and 36% respectively stating "none of these" features would improve their experience.
The report emphasizes the need for tailored content and messaging to each audience, leveraging the unique fan behaviors and digital preferences of Canada, Mexico, and the United States.
