2026年FIFA世界杯报告：东道国参与度

Executive summary To better understand fan behavior leading up to the 2026 FIFA World Cup, we surveyed over1,500 sports fans about their viewing habits and expectations ahead of the world's biggestinternational tournament. Canada, Mexico, and the United States share hosting duties, but each countryʼs relationship withsoccer, media, and fandom in general is entirely unique. In the US, soccer is gaining popularity but is overshadowed by the four major US sports. InCanada, sports fandom is dominated by hockey. More recently, though, soccer has increased itspopularity among a younger, more diverse population and recent national team success. In starkcontrast, soccer in Mexico is a symbol of national pride, and deeply part of street culture, dailylife, and family gatherings — even more so during the World Cup. The survey data revealed deep divides in fandom intensity and consumption habits. For rightsholders and brands looking to advertise during the tournament, success will depend on tailoringcontent and messaging to each audience. These findings can serve as a guideline. Methodology The survey was completed by 1,500 self-identifying sports fans — 500 fans from each of thethree host nations: Canada, Mexico, and the United States. Participants completed an online,quantitative questionnaire about their sports fandom, viewing habits, content preferences, andexpectations during the tournament. A quick look at North America’s three markets As early assumptions point out, the three hosts are not one market. Mexico is hyper-engaged,mobile-first, and more active on social. The US is the largest monetary opportunity, but also the mostdisengaged — 38% don't plan to follow the tournament at all. Canada sits in the middle, with nearlyhalf of the respondents previously following a World Cup. Key takeaways United States: The scale economy The opportunity lies in the scale and spending power of the US market, but the key for rights holdersand advertisers is younger audiences. A recent study of Gen Z sports fans , places soccer closelybehind football and basketball as their most favorite sport. That growth is increasingly digital-first, withyounger fans more likely to engage through highlights, creators, streaming, and social platforms ratherthan traditional broadcast alone. Canada: The momentum market Soccer fandom in Canada, compared to more established football markets, is highly event-driven, withmany viewers engaging primarily around major national moments rather than year-round competition.For rights holders and advertisers, the opportunity is not simply reach, but habit-building: using theWorld Cup to turn occasional viewers into consistent fans through exciting storytelling, nationalnarratives, and post-match digital content. Mexico: The cultural powerhouse Football in Mexico is already deeply embedded in culture, with fans engaging far beyond the live matchitself. Unlike the US and Canada, the challenge is not building interest, but sustaining fansʼ attentionacross the entire tournament. The biggest opportunity is in real-time engagement: delivering instanthighlights, new content formats, and socially-driven content that keeps fans connected before, during,and after matches. Survey analysis 01 | The spectrum of fandom: Die-hards vs. event watchers To successfully package and deliver content, rights holders and brands advertising with them shouldconsider their audience. The host nations exist on completely different ends of the spectrum: ●Enthusiasm highest in Mexico:With over 84% of respondents planning to follow thetournament, content should focus on depth of storytelling to feed an already hungry audiencewith continuous coverage. ●Big upside, less engagement:38% of Americans and 21% of Canadians say theyʼre notplanning to watch; but that doesnʼt mean theyʼre entirely lost. Big plays, cultural content, andnational storylines are potential narratives to bring them into the fan fold. ●A new generation of fans?Compared to Mexico, more fans in America and Canada say theywill follow the World Cup for the first time in 2026. The data reinforces soccerʼs continued rise inpopularity across both markets, while highlighting a major opportunity. Pre-defining audiences can be a catalyst for enabling organizations to launchsuccessful campaigns. Depending on data capturing capabilities, some potentialaudience segments could be: hardcore fans, stadium visitors, gamers, food deliveryusers, or bettors. Latter examples are not necessarily tied to football and can be agoldmine for advertisers looking to market their products during the games. 02 | The battle for the screen: Broadcast vs. streaming Even the way fans plan on watching the World Cup depends largely on the country theyʼre in — whichshould determine where rights holders and advertisers use their marketing and content spend. ●Mexico more stream-friendly: 43% of Mexican fans report they typically watch sports via paidstreaming platforms, compared to 37