The news: The 2026 FIFA World Cup is poised to attract a historic $13 billion from global media rights, sponsorships and ticket sales. However, a significant portion of fans are opting to enjoy the tournament from the comfort of home rather than traveling to stadiums.

This behavioral shift is creating a major windfall for official broadcasters, who are capturing massive domestic audiences. EMARKETER research shows 78% of viewers plan to watch live on traditional TV, 46% via streaming services, and 23% via social media video platforms.

In the U.S. alone, ad revenues for broadcast partners like Fox Sports and Telemundo are projected to more than double compared to the 2022 tournament, with overall US advertising to hit an estimated $850 million.

Zooming out: Attending the tournament in person has become increasingly complex and expensive. Rapidly rising transportation costs, such as specialized train tickets reaching nearly $100 for a single trip, and premium hotel rates have created steep financial barriers.

Additionally, stringent travel requirements and potential visa backlogs for international fans entering North America have shifted the fan experience. Rather than managing the logistics and high costs of multi-city travel across the U.S., Canada, and Mexico, consumers are choosing to curate their own premium viewing experiences at home.

Why it matters: This stay-at-home trend gives broadcasters immense leverage to reach a captive, deeply engaged audience that isn't distracted by stadium logistics.

FIFA’s introduction of mandatory three-minute hydration breaks in each half has created entirely new, high-value commercial windows. But rather than cutting to commercial blocks, Telemundo will keep cameras on the pitch. This strategy has several benefits:

• Split-Screen Inventory: Keeping the cameras on lets Telemundo leverage split- and second-screen formats during these pauses; the company is hosting influencer-led watch parties on platforms like TikTok and X. This allows brands to capture viewer attention on secondary devices while the audience stays glued to the TV screen. EMARKETER data reveals that 53% of US soccer fans are likely to use a second screen while watching matches.
• Continuous Engagement: Picture-in-picture advertisements during water breaks will keep audiences engaged on the main screen, ensuring premium viewability and higher recall for sponsors.

Implications for marketers: With fewer fans traveling between host cities, expensive on-the-ground activations, pop-ups, and stadium-adjacent fan zones risk delivering lower-than-expected return on investment. Rising travel costs may mean favoring TV ad spending over in-person activations for near-future global sporting events.

Because many fans cannot travel to stadiums, viewership is moving to digital spaces. Telemundo's rollout of live influencer watch parties on TikTok, YouTube, and X proves the definitive World Cup experience will be streamed and shared, meeting audiences where they are more likely to watch the event.