World Cup viewership led by casual US fans, study finds

Adlook has published research showing that 69% of people in the US who expect to watch the FIFA World Cup will be casual viewers. The survey covered more than 33,000 viewers across six countries, with the figures reported here relating to the US market.

The findings suggest the World Cup audience extends well beyond committed football followers, challenging the assumption that major tournaments are driven mainly by core fans. In Adlook's US sample, core fans made up 31% of tournament viewers, equivalent to 16% of all respondents.

Audience split

Casual viewers were more likely to watch in social or family settings and were often drawn to the tournament by national interest rather than regular engagement with the sport. Among US casual viewers, 42% were female and 45% were aged 45 or older, pointing to what Adlook described as a family-based audience.

Large-screen viewing was also prominent, with 58% of casual fans saying they watch on large screens. This suggests the World Cup remains a shared viewing occasion for many households rather than a purely mobile or individual experience.

That broad reach may be short-lived for part of the audience. More than half of casual viewers, 55%, said they would stop watching after their team is eliminated. By contrast, 60% of core fans said they would continue following the tournament even after their own side had gone out.

Viewing habits

The data also showed clear differences in how the two groups behave while watching matches. Core fans were more likely to use several devices at once, with 51% saying they use multiple screens to check statistics, browse social media or react to events during games.

Casual viewers, however, appeared more likely to focus on the match itself. They were 12% more likely than core fans to be fully focused on watching, although they were also 31% more likely to browse websites and shop online during games.

Among core supporters, multitasking was a larger part of the viewing experience. The study found that 61% engaged in other activities while watching, including following social conversations or using betting apps, making them 9% more likely than casual viewers to carry out activities linked to their interest in the sport.

Advertising angle

For advertisers, the findings suggest that a World Cup campaign may need to account for different patterns of attention, loyalty and screen use across the tournament. Casual viewers may deliver broader reach in the early stages, while core fans may offer longer-lasting engagement as the competition progresses.

The distinction matters because campaigns built around a single profile of the football fan risk missing shifts in the audience as teams are eliminated and viewing habits change. A strategy based only on standard demographic assumptions may also overlook older viewers, women and households watching together on larger screens.

Luca Filardo, Chief Revenue Officer at Adlook, said the research highlights the limits of broad audience planning around major sports events. "While demographics explain generic trends among people, granular data about real audience behaviour uncovers where the real opportunities lie.

"This study shows that behind the popular perception of soccer events being mostly for core fans, there is rich potential to reach a huge cohort of non-traditional casual viewers. Failing to recognise this refined picture will see brands targeting audiences who are no longer watching and wasting budget on irrelevant messages. Meanwhile, those that tap into insights around viewing complexity to power smart omni-channel activations will be better able to harness peak emotional moments across different segments and drive solid performance," he said.

The research was based on a survey of more than 33,000 viewers in the US, UK, Brazil, France, Mexico and Poland. The US results indicate that, at least in one of the tournament's key commercial markets, the audience for football's biggest event may be defined less by long-term fandom than by a wider, more fluid group of viewers drawn in by the occasion itself.