Cint report shows 51% of U.S. consumers plan to skip FIFA World Cup 2026 viewing

CI&T, Inc. Class A

CI&T, Inc. Class A

CINT

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  • Cint published a February 2026 survey-based report on U.S. sentiment, viewing habits, fan engagement, ad impact ahead of the FIFA World Cup 2026.
  • 51% of respondents do not plan to watch any matches, down from 58% who did not watch any games in 2022.
  • Streaming is set to dominate viewing: 24% expect to watch primarily or exclusively via streaming, versus 8% via broadcast or cable.
  • Engagement looks weak: 63% are unlikely to adjust schedules for live matches; 41% do not consider themselves active soccer fans.
  • Marketing lift appears limited: 52% are unlikely to buy advertised products; 26% say a primary sponsor makes them more likely to choose that brand.


Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Cint Group AB (publ) published the original content used to generate this news brief via GlobeNewswire (Ref. ID: 202606100900PRIMZONEFULLFEED9734331) on June 10, 2026, and is solely responsible for the information contained therein.

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