A recent survey conducted just days before the World Cup 2026 kick-off has revealed a surprising level of indifference among the American public. The poll, carried out by Emerson College on June 7 and 8, found that 45% of the 1,200 American respondents expressed no interest in the global football tournament. This figure stands in stark contrast to the tournament's worldwide appeal and FIFA's own projections for record viewership.
The survey further indicated that only 22% of Americans described themselves as 'very interested' in the event, with a third reporting 'some interest'. Anecdotal evidence from Scottish fans travelling to the United States ahead of the tournament corroborates these findings, with some reporting that Americans they encountered were unaware the World Cup was even taking place.
Interest levels also showed significant variation across different demographics. Younger Americans, aged 18 to 29, displayed higher engagement, with over 70% expressing either very or some interest. Conversely, older respondents, particularly those aged 60 to 69, showed considerably less enthusiasm, with 58% stating no interest at all. Racial demographics also played a role, with Black and Hispanic respondents more likely to plan on watching the tournament closely compared to white respondents.
This apparent domestic apathy comes despite the tournament being held in the US, Canada, and Mexico, and is not the first indication of a lukewarm reception. Reports from the Financial Times noted that nearly 180,000 World Cup tickets were still available on FIFA's official resale portals shortly before the tournament began. The Daily Beast also highlighted that ticket prices for the 2026 tournament are notably higher than previous editions, with even low-profile matches costing around £110 (approximately $140) and prime seats for the U.S. opener reaching over £2,150 (approximately $2,735).
Despite these challenges regarding domestic interest and ticket sales, FIFA maintains ambitious global viewership targets. The Sports Business Journal reports that the organisation anticipates a staggering 5.8 billion people worldwide will tune into the matches at some point during the tournament's run, underscoring the enduring international appeal of the World Cup.
The tournament officially commenced today with the opening match between Mexico and South Africa. The U.S. national team is scheduled to play its first match against Paraguay on Friday.
Source: Emerson College, The Hill, BBC News Scotland, Financial Times, The Daily Beast, The Athletic, Sports Business Journal