Study finds 75 percent of Americans plan to follow FIFA World Cup 2026

A new study conducted by Performance Research, in partnership with Full Circle Research, shows the FIFA World Cup 2026 is set to capture a massive U.S. audience, with 75 percent of Americans planning to follow, and younger, urban fans and families driving momentum - even as ticket prices could keep many watching from home. Interest is also rising, with nearly half of the respondents more engaged than for the 2022 tournament.

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Key findings
The survey, conducted by Performance Research with data collection by Full Circle Research in March, and highlighted by Sports Business Journal, polled 2,000 U.S. adults.
Here were the key results:

• A clear majority of Americans are bought in, with 75 percent expecting to follow the 2026 tournament in some capacity
• Hardcore engagement is more limited, as just 26 percent say they plan to watch “a lot” of matches
• That number climbs significantly among millennials, where 37 percent expect to follow closely
The findings were reported by Sports Business Journal ahead of its Business of Soccer conference.

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Other key findings
Diving deeper, the data shows families and host-city residents are fueling engagement — but, in a familiar theme, cost remains a major barrier for fans hoping to attend:
• Engagement is strongest in host markets, with 42 percent of city residents planning to watch heavily, compared to 22 percent in suburban areas and just 16 percent in rural communities
• Families are a major driver, as 43 percent of respondents with children under 16 say they’ll watch “a lot,” versus 17 percent without kids
• Momentum is building, with 48 percent of Americans more interested than they were in 2022 - and North America hosting cited as a key factor
• There is a real appetite to attend, with 63 percent of interested fans at least somewhat likely to go to a match
• Cost looms as the biggest barrier, as 57 percent cite ticket prices as a concern, with most unwilling to pay more than $250–$500 per ticket.
• Only one-third of those surveyed raised security as a concern.
'May skew toward higher-income and highly engaged fans'
Assessing the findings, Jed Pearsall, President of Performance Research, believes there's a commonality.
“These findings suggest that while interest in attending is broad, actual attendance may skew toward higher-income and highly engaged fans, with many others opting for at-home or public viewing experiences,” Pearsall said.