Three in four fans (74%) are likely to reach for their phone during scheduled breaks in play at this summer’s FIFA World Cup, according to new research released today by Snapchat.

The findings reveal a major shift in how younger audiences experience live sport, with the “second screen” increasingly becoming central to fandom rather than simply a distraction from the match.

The research, conducted by OnePoll among 1,000 UK Gen Z in May 2026, suggests modern fandom is increasingly built around participation, chat and shared reaction as much as passive viewing. Rather than watching matches in isolation, fans are simultaneously messaging friends, reacting in group chats and capturing emotional moments in real time – creating new opportunities for brands.

The findings challenge the traditional idea of sports viewing as a single-screen experience, revealing a more connected and participatory form of fandom where the live match unfolds simultaneously across TV, mobile and group chats.

The tournament’s scheduled 22nd-minute water breaks are expected to become a major new behavioural moment during live games, creating synchronised windows where millions of viewers are likely to turn to their phones at the same time.

During natural breaks in play, 46% check their phones and 20% do so even while play is ongoing, while fans also check their phones almost 10 times on average during games, but increasingly part of the match experience itself.

The findings show live sport is now a shared social experience for Gen Z, happening simultaneously both in person and digitally, with emotional moments increasingly unfolding across private conversations, group chats and shared reactions.

• Over 4 in 5 (82%) say that who they watch major sporting events with is important to them, while over half (56%) typically watch with friends or family at home and 41% in pubs or bars. 
• Nearly two-thirds (62%) say messaging apps help them feel more connected to fans during matches.
• Over half (54%) say they are likely to film themselves celebrating a goal to send to friends or family, while almost three-quarters (72%) would immediately message fellow fans after their team scores.
• More than half (54%) say their group chats will be “kicking off” during the World Cup, reinforcing the growing role messaging and private communication now play during live sporting events.

The findings suggest fandom for Gen Z is becoming less about passive consumption and more about sharing, participation and connection.

It is perhaps no surprise then that 53% say major sporting events strengthen friendships.

The findings suggest fandom for Gen Z is becoming less about passive consumption and more about sharing, participation and connection, with the emotional moments of sport increasingly extending beyond the broadcast itself.

The research also highlights a significant opportunity for advertisers during this year’s World Cup. More than two-thirds (69%) said they would be interested in hearing from brands during breaks in play if the content was relevant to what they were watching, including food delivery, drinks, snacks and match-related content.

With planned water breaks in the 22nd minute of each half, three quarters of Gen Z (74%) are likely to check messages or social media, creating a major new attention window for marketers.

Emma Wakely, head of sports and media at Snap Inc, said: “The World Cup has always been one of the biggest shared cultural moments in the world, but the way fans experience it has fundamentally evolved. What we’re seeing is the rise of participatory fandom. Fans aren’t simply sitting back and watching the match anymore; they’re messaging friends after goals, reacting together in group chats, filming celebrations and sharing the emotion of the moment in real time. For Gen Z especially, the second screen is no longer secondary. Mobile has become part of the live sports experience itself; a place where fandom, conversation and connection happen simultaneously.

“What’s particularly interesting about this year’s tournament is the scheduled 22nd-minute water breaks. They create a rare moment where millions of fans are likely to reach for their phones at exactly the same time. For brands, that creates a huge opportunity to show up in ways that feel relevant, additive and connected to the fan experience rather than interruptive.