- Three out of four German soccer fans plan to watch their team’s matches on a TV set – only 6 percent at public viewing events.
- Watching the games with others is important to 41 percent of respondents
- Over half of viewers are likely to refrain from using their smartphones during the 90-minute games
Cologne, June 10, 2026 – A representative survey carried out by opinion research firm Civey in collaboration with DMEXCO has revealed something remarkable in today’s age of constant media distractions: The 2026 FIFA World Cup is drawing German audiences back to their home TV screens. Survey results suggest that television will play a central role during the sports competition. Contrary to the trend toward digital distraction, viewers are actively seeking a communal experience during the World Cup. For advertisers, this presents an opportunity to use campaigns to tap into their target audience’s community spirit.
TV remains the undisputed leading viewing medium
The survey results are clear – when asked which device they will use to watch the World Cup matches, an overwhelming majority of 75 percent of viewers said they would choose a conventional TV set. Mobile alternatives such as laptops or tablets (9 percent) and smartphones (8 percent) were much less common as the first choice for watching matches. Public viewing events in bars, restaurants, and other hospitality venues (6 percent) are also expected to be far less popular this year.
One particularly striking insight is that the majority of fans say they don’t intend to use their smartphones during the 90-minute games. 56 percent of respondents say they rarely or very rarely use their phones during matches. This finding from the DMEXCO survey stands in stark contrast to the image of a population of users who are constantly distracted – when it comes to the “campfire moments” associated with sports, the emotional experience of the live event takes precedence over the use of digital devices.
Community trumps digital communication
For fans, the social aspect is central to the World Cup experience. 41 percent of survey participants said that watching Germany’s games with others is what matters most to them, with community spirit ranking far above other priorities, such as uninterrupted analysis (18 percent) and real-time digital interaction (12 percent).
Verena Gründel, Brand & Communications Director and Host of DMEXCO, interprets the findings: “The survey clearly indicates that, in today’s highly fragmented media landscape, the World Cup is one of the last great occasions that draws shared attention. While we often scroll within our own individual filter bubbles on an everyday basis, the World Cup creates a collective experience of emotional intensity that smartphones cannot replace – at most, they can only complement it. Viewers are seeking community instead of individualization, connection instead of distraction. It’s an important message for marketers.”
Second screens – for soccer-related content, if at all
Among the 40 percent of respondents who are likely to use their smartphones more frequently during their TV-watching experience, there’s a high level of loyalty to the subject matter, with nearly half of smartphone users (46 percent) specifically accessing soccer-related content such as statistics, clips, or chats about the game. In contrast, a slim majority of 52 percent expect to use their devices for unrelated activities. The split between fans using their second screen as a tool to enhance the live experience or as a distraction is thus evenly balanced.
About the survey
Commissioned by DMEXCO, opinion research firm Civey conducted an online survey between May 29, 2026, and June 7, 2026, of a total of 1,000 German residents who plan to watch the 2026 FIFA World Cup. In addition, 500 participants who use their smartphones while watching soccer were also surveyed. The results are representative.
About DMEXCO
DMEXCO is Europe’s leading digital marketing & tech event. We are a community and a central gathering place for all key players in the digital economy and the spheres of marketing and innovation. We bring together industry leaders, marketing and media professionals, and tech pioneers to collectively set the digital agenda. DMEXCO offers a comprehensive ecosystem featuring presentations from internationally renowned speakers, exhibitions from top brands, and hands-on masterclasses – all centered around digital trends and future business opportunities.
Both in Cologne and online, we set the benchmark as the go-to networking and business platform for the digital economy. At DMEXCO, decision-makers gain valuable insights, draw inspiration, make contacts, and seal deals. This is where the digital business landscape of tomorrow unfolds today. This year’s event will take place in Cologne on September 23 and 24, 2026.
With DMEXCO ASIA, DMEXCO has now also established a major platform for digital transformation in the Southeast Asia-Pacific region. DMEXCO ASIA will be held in Singapore in co-location with the eCommerce Expo on April 7 and 8, 2027.
The German Association for the Digital Economy (BVDW) – together with the online marketing association Online-Vermarkterkreis (OVK) – is the ideational and professional partner of DMEXCO and owner of the DMEXCO brand. DMEXCO is organized by Koelnmesse.
Image material on DMEXCO is available online at https://go.dmexco.com/de/press-downloads-dmexco.
About the BVDW
The German Association for the Digital Economy (BVDW) is the advocacy group for companies that operate digital business models or whose value creation is based on the application of digital technologies. With its members from across the entire digital economy, the BVDW is already shaping the future today through creative solutions and state-of-the-art technologies. As a catalyst, guide, and accelerator for digital business models, the association promotes fair and clear rules and advocates for innovation-friendly framework conditions. In all its activities, the BVDW follows developments in the economy, society, and the environment closely. In addition to DMEXCO, the leading digital marketing & tech event, and the German Digital Award, the BVDW also organizes the CDR Award, the first award in the DACH region for digital sustainability and responsibility, as well as a variety of specialist events.
Media contact
Elena Fischer
PR & Media Relations Manager DMEXCO
Email: press@dmexco.com
