CableTV.com: World Cup fans face cheap streaming, pricey stadium trips

A new CableTV.com survey of 1,000 U.S. World Cup fans says most viewers expect to watch the 2026 tournament cheaply from home, while a much smaller group faces steep ticket, travel and debt costs to attend in person. The findings point to a split between low-cost streaming and a potentially expensive event economy around the 2026 FIFA World Cup.

Why it matters: - The 2026 FIFA World Cup will be one of the biggest sports events in North America, but the survey shows fans will experience it in two very different ways. - Home viewing is likely to stay relatively affordable for most U.S. fans. - In-person attendance could force fans to cut spending elsewhere, take on debt or change work routines. - The survey suggests the tournament will also push more consumers to think about streaming plans, internet speeds and device upgrades.

What happened: - CableTV.com surveyed 1,000 U.S. World Cup fans about how they plan to watch the 2026 tournament. - The survey found that 45% of U.S. viewers plan to spend nothing on streaming and will rely on existing TV packages, over-the-air antennas, free apps or current subscriptions. - Among fans who do expect to pay for streaming, 21% expect to spend $1 to $20 and 23% expect to spend $21 to $50. - The average expected streaming cost is $36. - 58% of fans who subscribe specifically for the tournament plan to keep the service long term. - 17% plan to cancel immediately after the championship match.

The details: - Only 5% of surveyed fans have already secured tickets. - Another 16% are actively searching for tickets. - 27% say the event feels too expensive. - Fans said they would pay an average maximum of $303 for a single upper-deck ticket. - If a favorite player is confirmed in the starting lineup, fans are willing to spend an extra $108. - Fans traveling to host cities expect to spend an average of $2,277 on total tournament travel, including lodging, food and local transportation. - To cover those costs, 36% plan to use personal savings and 24% plan to use a standard credit card they expect to pay off by month’s end. - About 11% expect lingering credit card bills. - Another 7% plan to use Buy Now, Pay Later services. - Fans who expect to carry tournament-related debt anticipate an average balance of $840 for more than three months. - To make room in their budgets, 45% plan to cut clothing and luxury shopping. - Another 43% plan to reduce dining out. - 31% say they will scale back other vacation plans.

Between the lines: - The survey points to a clear split between a low-friction media event and a high-friction live event. - The results also suggest the World Cup could act like a temporary consumer spending test, pulling money toward streaming, travel and hardware while reducing discretionary spending elsewhere. - Workplace behavior may also change, especially because many matches will fall during North American business hours. - 51% of respondents said they have streamed entertainment on the clock, and 41% reserve that behavior for major events like the World Cup. - 33% plan to use official paid time off. - 10% are prepared to call in sick. - 7% plan to stream matches discreetly on a second screen while appearing to work. - 68% of viewers plan to watch from home. - Smart TVs are the most common home device at 65%, followed by smartphones at 49% and streaming media players like Roku or Apple TV at 42%. - 20% plan to upgrade home internet or mobile data packages to support smoother viewing.

What’s next: - Fans are likely to lock in viewing plans as the tournament approaches and streaming options become clearer. - Ticket demand, travel bookings and temporary subscriptions may rise as match schedules and participant lists firm up. - Households expecting to attend in person may continue shifting budgets toward savings, credit or installment products.

The bottom line: - The survey shows the 2026 World Cup will be easy to watch for many fans at home, but expensive enough in person to reshape spending, work habits and travel decisions.