Observed Signal · Jun 16, 2026 · Survey / Market Research · Source: W&V · Impact: 3/5 · Sentiment: Positive
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.
Survey shows linear TV dominance for a major live event, reinforcing TV's strategic value for advertisers and media planners during high-reach moments (impacts media buying and creative planning).
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Key Takeaways & Evidence Grounding
- Representative Civey survey commissioned by Dmexco indicates 75% of German fans plan to watch World Cup 2026 matches on television.
- 9% of respondents plan to watch via laptop or tablet, and 8% via smartphone; 6% plan to attend public viewings in gastronomy.
- 56% of respondents say they rarely or very rarely use their smartphone during the 90 minutes of a match.
- 41% of respondents cite watching together with others during a Germany match as the most important aspect of the experience.
- Article published by W&V on 2026-06-16 and attributes a quote to Verena Gründel (Brand & Communications Director; host of Dmexco).
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
World Cup Remains TV Event — Nearly 80% Watch at Home
A Bitkom survey reported by W&V finds that linear TV and private living rooms remain the primary viewing location for major football tournaments in Germany. According to the survey, 77% of respondents follow games at least partly at home, 64% watch with friends or family, 50% visit restaurants or bars, and 33% attend public viewings or fan festivals. Mobile viewing plays a smaller role (13% watch on smartphones or tablets while on the move). Bitkom media expert Konstantin Peveling noted mobile devices complement but do not replace the traditional at-home TV experience. The findings underline the continued importance of classic TV reach for broadcasters and advertisers during live sports events.
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.
Final TV Ratings Gain Smaller for World Cup 2026
DWDL reports final weighted TV audience figures (including three days of time‑shifted viewing and mediathek livestreams) for the first days of the 2026 FIFA World Cup. AGF’s revised data raised the reach of ZDF’s Germany vs Curaçao broadcast by 580,000 to 24.01 million viewers without materially changing market shares (70.0% overall; 81.4% among 14–49). DWDL notes that these after‑the‑fact increases are consistently smaller for WM 2026 than the larger post‑weighting uplifts seen during EURO 2024 (for example, the Euro 2024 opening match gained ~1.7 million). The piece highlights that mediathek livestream uptake (and migration to platforms like MagentaTV) and public‑viewing remain uncertainties for measuring total reach.
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