What the World Cup reveals about European consumers — and why it matters for global brands

Advertisers trying to reach Gen Z typically look to social media. After all, the generation is basically synonymous with TikTok trends, Instagram debates and the infinite scroll.

But starting next month and running through July, many of Europe’s young adults will spend more time watching football matches than the latest viral dance craze.

Research from The Trade Desk and Appinio released this week found that between 81%–90% of Gen Z across the U.K., France, Germany and Spain plan to follow the World Cup. That means the tournament will reach more 18–24-year-olds in Europe than many leading social platforms typically achieve.

Italy, meanwhile, didn’t qualify for the tournament. Even so, the research shows that 9 in 10 Italian Gen Z consumers would have followed the Azzurri’s games, if they had made it.

The findings come from a survey of 2,800 respondents across several European countries and underline live sports as the key conduit to reach engaged audiences at the same time and at an unparalleled scale.

Most viewers also expect to watch from home. According to the survey results, three in four Brits and Spaniards plan to watch the games there, while 70% of French and two in three Germans plan to do so.

How they plan to keep up with this tournament’s 104 matches is just as significant: the research shows fans across these countries will be at least 1.5 times more likely to get sport-related content from CTV, podcasts and news sites versus using social media platforms.

That fragmentation of attention mirrors the results from similar research conducted ahead of the Winter Olympics this year, which focused on the growing challenge for advertisers: reaching viewers as they move between live broadcasts, clips, news updates and social conversations across several screens. “The brands that can benefit are those built to respond in real time, on the screens where fans are actually watching. [...] Campaigns designed for flexibility — seamlessly activated across every screen — are best placed to turn those cultural moments into real commercial impact. Rigid strategies risk missing the moments that matter most,” Phil Duffield, VP Northern Europe at The Trade Desk, said.

But the World Cup isn’t just for dedicated football fans. In France, for example, 29% of viewers planning to watch the games do not consider themselves regular sports fans. Even more significantly, 72% of French viewers said they will continue to follow the competition even if the national team is knocked out.

That said, French supporters may not have to worry about this doomsday scenario, given the presence of superstar center forward Kylian Mbappé.

But for global brands, the broader takeaway is clear: football remains one of the few cultural events capable of uniting mass European audiences across borders, demographics and viewing habits.

The Current is owned and operated by The Trade Desk Inc. This information is provided solely for background and is not a representation or guarantee of any future performance.