18/11/2022 Etude

Les Européens et la compétition mondiale de football 2022

Une étude CSA réalisée pour TCL

Developed in partnership with Consumer Science & Analytics, the survey was carried out in France, United Kingdom, Germany, Poland, and Spain. The findings revealed that, while there were some differences in views across markets, mostly due to cultural factors, the passion for the game and the desire to connect with loved ones were common threads.


  • 61% intend to follow the 2022 competition. This is mostly because they are football fans, as 83% will continue to watch it even if their national team is eliminated
  • For almost 1 in 3 respondents, watching football on television is a time to share with loved ones and 86% of Europeans say that they will view games at home on their TVs
  • If watching the matches on a TV is not possible, 60 % will consider watching it on a mobile device
  • 8 % intend to buy a new TV for this specific occasion



As revealed by the survey, interrogated Europeans have a strong interest in football, with 7 out of 10 saying that they usually follow international competitions, and 15% even declaring that they watch all matches.   With 61% of Europeans intending to follow the 2022 event, it’s clear that football remains a priority. The most mobilized fans seem to reside in Poland (73%), Spain (71%) and United Kingdom (68%).


Among the main motivations for watching includes the desire to support their national team (50%), as well as passion for the sport (35%). And almost a fifth of respondents (18%) will follow the games because they are fans of some of the selected football stars.


Also, and more notably, a large majority (83%) would continue to follow the game even if their national team is eliminated, a sentiment that is most reflected in Poland (88%). On the other hand, German (19%) and French (17%) respondents are more likely to lose interest if their team is disqualified than those in other countries.


When it comes to predictions, those surveyed in Spain are the most confident in their team’s abilities, with over half (51%) rating their chances of winning the trophy as 7 or more (on a scale of 1 to 10). On the contrary, most British (73%), French (66%), German (66%) and Polish (61%) respondents seem less confident and ranked their chances of winning the trophy between 0 and 6 (out of 10).



A large majority of Europeans (85%) intend to watch the competition with someone else, such as with a partner (43%), family members (40%) or friends (39%). This desire to be close to those that share a passion for the sport is reflected in the fact that 86% of Europeans will watch the 2022 matches at home on their TVs.


But the findings did show some cultural differences. British (30%) and Spanish (28%) respondents will opt to watch in a bar or pub if they are not viewing the games at home, while the German (35%) and French citizens surveyed (34%) will watch it at friend’s house on TV.


Also, and notably, French respondents appeared more invested in the details and outcomes of games, as 35 % intend to watch at home alone.



As missing parts of a match, from kick-off to final whistle, is not an option for many, 60 % of those surveyed will consider watching the games on a mobile device if they lack access to a TV.


In France (51%) and Britain (50%), people will prioritize the use of smartphones, in Poland (50%) and Spain (42%), people will opt to use computers, while 38% of those in Germany will watch on their tablets.



The international football event, which is set to begin soon, may also act as a driver for consumers to purchase new tech to ensure that they can fully enjoy the games. 8% of Europeans included in the scope of the study collectively shared this view, while this number was slightly higher among those in Spain (10%). Although most of the respondents interested in investing in new products are seeking bigger screens and better image quality (48% of the Europeans surveyed), those in France were more concerned about the design of the technology (41% vs 32% for the European average), while the Spanish prioritized connectivity and smart functions (42% vs 32% for the European average).




Methodology : This study was carried out in France, the United Kingdom, Germany, Spain and Poland, with nationally representative samples of 1,005 individuals in each market. A quota was applied to the following variables: gender, age, professional activity, and region of residence. And the overall results were adjusted to reflect the overall population in each country. The study was conducted online, through an international panel, from October 20th – October 26th, 2022.