Over the past few weeks, the 2026 FIFA World Cup has completely taken over—just like YPulse predicted it would! While it isn’t surprising to see European Gen Z tune into the tournament (YPulse has said for years just how deeply soccer—sorry, fútbol—means to youth culture there), what’s especially interesting is how far World Cup fever has spread to North American Gen Z. In fact, YPulse data shows World Cup viewing differences between the two regions are smaller than many might expect.The vast majority of Gen Z in both Western Europe and North America is watching or following the tournament (82% and 72% respectively), and they’re doing it in remarkably similar ways—from streaming matches at home to gathering at bars and watch parties. The World Cup is creating a shared experience that transcends borders. And as the tournament heads into its highly anticipated final stages, that shared experience presents a major opportunity for brands. Millions of young consumers across regions are watching the same matches, reacting to the same...
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