99% of football fans globally will tune in for at least one UEFA Euro 2024™ game, according to TGM Research

Fan Engagement at an All-Time High

Viewing Habits and Preferences

• Watch Every Game: The report reveals that half (50%) of the fans surveyed intend to watch every game they can, showcasing a high level of dedication. This segment of the audience is invaluable for broadcasters and advertisers, as these fans are likely to engage deeply with the content and remain tuned in throughout the tournament. Notably, in countries like Serbia (69%) and Nigeria (66%), the percentage of fans planning to watch every game is exceptionally high.
• National Team Focus: A portion of fans, 14%, will only watch the games involving their national team. This preference is particularly strong in countries like Germany and Spain (30%) and Mexico (27.88%), highlighting the importance of national pride in driving viewership.
• Favorite Teams: Another 17% of fans will watch the games of the teams they support, regardless of nationality. This trend is evident in countries such as the Philippines and India (29%), where loyalty to favorite teams plays a crucial role in viewership habits.
• Selective Viewing: Some fans are more selective, with 16% stating they will only watch a few games. This selective approach is more pronounced in regions like Latin America (26%) and among older age groups (20% for those 55+).

Regional Highlights

• Africa: 63% will watch every game they can, showing the highest level of commitment across regions.
• Europe: 51% intend to watch every game, reflecting a strong football culture.
• Latin America (LATAM): 47% will watch every game, indicating a growing interest in football.
• Asia-Pacific (APAC): 4% will watch every game, demonstrating a steadily increasing enthusiasm for the tournament.
• United States: 29% will watch every game, showing a budding interesting in football.

Gender and Age Differences