The vast majority of Gen Z across Western Europe plan to tune in to the World Cup. As YPulse has long said, football is one of a few cultural moments that bring together European audiences across borders and demographics. Across the U.K., France, Germany, and Spain, 81-90% of young people plan to watch the tournament and are ready to root for their teams. And although Italy didn’t qualify for the tournament, 90% of Italian Gen Z say they would have followed the event if they had made it. What’s surprising is how they keep up, though; across the board, fans are 1.5 times more likely to get World Cup content from CTV, podcasts, and news sites than from social media platforms, with the vast majority watching matches from home on television. For brands, this means that advertisement strategies need to meet fans where they’re at across several mediums and screens. (The Current)
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