Television remains the dominant medium for global sports
Despite the rise of streaming and social media, three out of four viewers still prefer a traditional television screen for major international competitions.
Even in an era defined by mobile apps and short-form video, the communal experience of the television remains the primary way the world watches major sporting events. A recent survey of 2,000 adults found that 75 percent of viewers still plan to use terrestrial or cable television as their primary medium for the 2026 World Cup. This preference for the big screen persists even as digital alternatives like YouTube and streaming platforms continue to expand their reach.
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