The shared experience remains at the heart of football.

The summer of 2026 will be all about football. But where and how will Germans follow the big matches?

A recent study conducted by Censuswide on behalf of Samsung reveals the preferences of European fans for home and public viewing – and shows what distinguishes Germans from their neighbors.

One thing is clear: football is more than just a sport. Nearly 94 percent of Germans surveyed confirm that experiencing games together creates a feeling of belonging.

Over half (52,6 percent) prefer to watch major tournaments at home with their family, while 47,4 percent prefer watching with friends. Almost one in four people also enjoys watching highlights alone.

Germans are Europe's public viewing champions

In a European comparison, Germany stands out significantly: More than 16 percent of those surveyed regularly watch major matches at public viewings – a higher percentage than in any other European country surveyed. This impressively confirms Germans' reputation as a public viewing nation.

Other countries have their own preferences: English fans prefer to experience football in pubs or sports bars (40,76 percent), while Spaniards tend to prefer restaurants and cafes (17,3 percent).

Image quality and atmosphere determine the location

Besides society, technical factors play a crucial role in the choice of setting. For 85 percent of Germans, the atmosphere is decisive, for 80,8 percent the screen size, and for 79,9 percent the image quality.

More than 80 percent state that Picture and sound quality They directly influence how much they can enjoy a game. Many have already experienced firsthand how poor technology can spoil the experience: More than 70 percent of those surveyed suffered a decline in quality at a major tournament in the past four years.

The most common problems include distracting glare or sun reflections on the screen (28,2 percent), out-of-sync sound (24,7 percent), and unclear or uneven commentator volume (21,6 percent).

The consequence: 68 percent have left a location at least once due to poor picture or sound quality in order to find a better setting. Conversely, 40,4 percent have considered upgrading their own TV setup after a particularly enjoyable viewing experience.

Technology for the perfect football experience at home

Nearly 70 percent of European football fans would choose Samsung for a high-quality viewing experience. With its latest Micro RGB, OLED, and Neo QLED models, Samsung aims to bring the stadium atmosphere into the living room. Key features at a glance:

◉ Glare Free technology: Matte, anti-reflective display for distraction-free viewing – even in direct sunlight.

◉ AI Sound Controller: Volume of commentary, crowd cheers and field sounds can be individually adjusted.

◉ AI Soccer Mode: Automatic optimization of contrast, colors and sharpness for crystal-clear game display.

◉ Color Booster Pro: Analysis and categorization of image content for vibrant, natural colors.

◉ AI Upscaling Pro: Real-time upscaling of older, low-resolution content for more detail and depth.

According to Samsung, these innovations have contributed to the brand being the world leader in the TV segment for 20 consecutive years.

For its current campaign “Watch it on a Samsung”, Samsung has secured football legend Thierry Henry as a brand ambassador: “The quality in which you watch the game is just as important as the game itself,” said Henry.

Football unites – quality decides

The study shows that the shared experience remains at the heart of football. But the demands of fans are growing.

Atmosphere, sound and picture quality are no longer secondary matters – they determine whether a football moment becomes a lasting memory or ends in disappointment.

So, anyone who wants to fully enjoy the summer of 2026 should not only focus on the right company, but also on the right setup…

Sierks Media / PR Agent / © Photo: Samsung