A majority of Brazilian consumers intend to watch the 2026 FIFA World Cup from their homes, according to recent research [1].
This shift toward domestic consumption reflects broader financial caution and a growing preference for home-based entertainment. For businesses, this trend indicates a potential decline in foot traffic for bars and public venues during the tournament.
According to a study by Equifax BoaVista and Acordo Certo, 91.6% of Brazilians plan to watch the matches at home [1]. In contrast, only 5.3% of respondents said they intend to watch the games in bars [1]. Even fewer participants, at 3.1%, expressed a desire to attend official fan fests [1].
However, these figures contrast sharply with other data regarding the general appetite for the tournament. A Datafolha survey of 2,004 interviewees found that 54% of Brazilians have no interest in following the World Cup [3]. This discrepancy suggests a divide between the habits of those who intend to watch the event and the broader population's engagement levels.
Financial considerations appear to be a primary driver for those choosing to stay home. The preference for domestic viewing allows consumers to manage costs associated with dining out, and transportation — a trend that aligns with current economic caution in the region [2].
While the high percentage of home-viewing intentions suggests a boom for home electronics and food delivery services, the lack of interest reported by Datafolha may signal a cooling of the traditional passion for the sport among a significant portion of the public [3].
“91.6% of Brazilians plan to watch the matches at home”
The conflicting data points to a fragmented Brazilian market. While the core audience of football fans is migrating toward a low-cost, home-centric viewing experience to save money, a larger segment of the population is becoming indifferent to the tournament entirely. This creates a challenging environment for hospitality businesses that traditionally rely on World Cup crowds to drive revenue.
