This is much lower than markets like the U.K., where nearly half of viewers say they ‘typically’ plan to watch, according to S&P Global Market Intelligence.
While U.S. interest in soccer continues to grow and viewing of the FIFA World Cup 2026 is projected to rise, new survey data across seven major markets shows the nation still lags the Europe and Asia-Pacific regions in men’s World Cup viewing, according to S&P Global Market Intelligence.
Only 13% of U.S. online adults surveyed said they “typically” watch World Cup matches, compared to nearly half of U.K. respondents and 28–43% of respondents in other surveyed markets.
