Meet the audience: The reluctant soccer fan – Global Web Index Study

A lot of focus will be on those who can’t wait for the World Cup – the fans who’ve had the date circled for months. But what about the people who will also be watching reluctantly?

The stereotype, of course, is the spouse on the sofa who lost the battle for the remote. Their other half and kids are glued to the 4K screen. They’re curled up at the other end, half-watching, scrolling through their phone, waiting for something else to catch their eye.

But as Global Web Index latest report shows, the reluctant fan turns out to be one of the most commercially interesting people in the room: The 2026 World Cup audience playbook

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