Observed Signal · Jun 17, 2026 · Study/Survey · Source: Cord Cutters News · Impact: 2/5 · Sentiment: Positive
Study: Only Mexico More Screen-Addicted Than U.S.
A study by Overnight Glasses ranked countries by 'screen addiction' using factors such as daily device usage, social media use, internet penetration, social media adoption and vision loss rates, normalized on a 0–100 scale across 46 countries. The United States placed 21st with a screen addiction score of 40.5, averaging 6 hours 40 minutes per day on connected devices and 2 hours 9 minutes on social media. Among 2026 FIFA World Cup host/participant nations, only Mexico ranked higher than the U.S. (Mexico: 16th, score 52.4). The study found the highest global device times in South Africa and the Philippines, and high rankings across several Latin American nations (e.g., Brazil, Colombia, Chile, Argentina). Cord Cutters News notes the findings amid World Cup viewing trends and streaming availability (FOX One, Peacock) that could further raise screen time during the tournament. Publication date: 2026-06-17.
Nation-level audience behavior data can inform media planning and ad strategies (streaming and multi-screen viewing) around major events like the FIFA World Cup, but the study is not a major platform policy or technical change.
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Key Takeaways & Evidence Grounding
- Study: 'The Most Screen-Addicted Countries in the World' published by Overnight Glasses.
- United States ranked 21st overall with a screen addiction score of 40.5.
- Average U.S. daily connected-device time: 6 hours 40 minutes; social media time: 2 hours 9 minutes.
- Among World Cup nations, Mexico ranked higher than the U.S. (Mexico: 16th, score 52.4); the U.S. ranked ahead of Canada and several other participants.
- Top-ranked countries in the study included South Africa (#1) and the Philippines (#2); several Latin American nations (Brazil, Colombia, Chile, Argentina) ranked highly.
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Screen Overload Worsening for Americans
A Best Therapies survey of 1,006 Americans (February 2026) finds widespread overstimulation and heavy screen use: 71% report experiencing overstimulation and younger cohorts report higher rates (Gen Z 85%, Millennials 82%). Respondents average 7.6 hours of screen time per day, with one-third exceeding 10 hours and 67% admitting to doomscrolling (1.4 hours/day). The study links overstimulation to anxiety and overwhelm and reports behavior changes: 81% plan to be more intentional with time in 2026 and 53% aim to reduce screen time. The article notes industry reactions — app-level features (YouTube beta hints at a Shorts daily timer), carrier offers that reward lower device use (Noble Mobile, MobileX), and streaming price-driven subscription cuts — suggesting shifting attention patterns that could affect streaming platforms and ad monetization.
Survey: 2026 World Cup Drives Multi‑Platform Viewing
A Reviews.org survey of 1,000 Americans planning to watch the 2026 FIFA World Cup finds the tournament will be consumed across a wide range of screens and channels. The study reports heavy social‑media consumption of clips and highlights alongside traditional live broadcasts and streaming services. Major findings include high intent to follow highlights on social platforms, continued use of linear TV, substantial interest in streaming via platforms like FOX One and Peacock Premium, and a sizable minority relying on antennas for free local broadcasts. Nearly half of respondents said they'd subscribe to a streaming service specifically for the World Cup, and roughly one in five expect to cancel post-tournament. The tournament (104 matches) begins June 11, 2026, across the U.S., Canada, and Mexico, and broadcasters/streamers including FOX, Peacock, Tubi, Roku and Verizon are positioning multi‑platform coverage.
World Cup 2026: TV Remains the Leading Medium
A Dmexco-commissioned, representative Civey survey finds that the 2026 FIFA World Cup will be followed in Germany primarily on television: 75% of fans plan to watch the matches on a TV set, while laptops/tablets (9%), smartphones (8%) and public viewings (6%) play a much smaller role. The survey also shows reduced second-screen behaviour — 56% of respondents say they rarely or very rarely use their phone during the 90 minutes of a match. Social and communal aspects matter: 41% say watching together with others during a Germany game is most important, ahead of undisturbed analysis (18%) or real-time digital exchange (12%). Verena Gründel (Brand & Communications Director and host of Dmexco) is quoted on TV’s unique ability to gather large simultaneous audiences.
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