Key stat: Millennials are more likely than Gen Z to use a second screen during 2026 World Cup matches. Some 78% are at least somewhat likely to split their attention during games, according to a July 2025 survey from ThinkNow Research.

Beyond the chart:

• The second-screen audience is expanding with the sport itself. Soccer fandom in the US has grown 17% since 2020, per Harris Poll.
• Meanwhile, second-screen engagement is already priced into fan expectations. Some 26% of US fans in host cities plan to interact with brand activations and sponsored experiences during matches, per Nielsen.

Use this chart: Drop this in your next World Cup strategy or media planning meeting to reframe where second-screen investment should land. Use the millennial vs. Gen Z gap to challenge assumptions about who your most digitally engaged soccer audience really is, and benchmark your targeting mix against the generational breakdown.

Related EMARKETER reports:

• Canada Sports Consumers (EMARKETER subscription required)
• Infopack: Sports (EMARKETER subscription required)

Methodology: Data is from the February 2026 ThinkNow Research report titled "International Soccer United States Expectations for 2026." 1,500 US adults ages 18+ were surveyed online during June 24-July 19, 2025.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.