With the 2026 FIFA World Cup in the U.S., Canada, and Mexico just around the corner, anticipation in Austria and Germany remains subdued. What stands out is the contrasting trend: while enthusiasm is growing in Germany, it remains at a moderate level in Austria. This is shown by the latest wave of the study series by TQS Research & Consulting in cooperation with the online access panel horizoom, each surveying 1,000 respondents in both countries.
The three most important findings:
-> Interest diverges: In Germany, strong interest in the World Cup has risen from 31 to 35 percent within three months, while in Austria it has dropped slightly from 31 to 29 percent.
-> Spain remains in the lead—but by a narrower margin: 15 percent (AT) and 14 percent (DE) predict Spain will be the World Cup champion. In Germany, support for France has risen from 7 to 14 percent since March and is now neck-and-neck.
-> Canada is considered a sure thing (94% AT, 92% DE), the U.S. is divided, and Mexico is clearly viewed critically—about three-quarters consider the situation in Mexico uncertain.
Only one in three is looking forward to the World Cup with great anticipation
In the latest June survey, 29 percent of respondents in Austria and 35 percent in Germany report having great or very great interest in the 2026 World Cup. More than a third of Austrians (37%) and just under three in ten Germans (29%), however, describe their interest as very low. A comparison over time reveals the trend: In Germany, the share of those particularly interested has climbed from 31 to 35 percent since March, while in Austria it has dropped slightly from 31 to 29 percent. In Austria, there is also a clear gender difference: Men are clearly more interested in the World Cup than women, and they also rate the personal importance of the country’s participation noticeably higher—both differences are statistically significant. The genders, however, agree on the importance of participation for the country: here, men and women are practically neck and neck.
Viewing is mainly at home – public viewing remains a marginal issue
The World Cup is being followed—especially due to the match times—predominantly on screen. In Germany, 56 percent plan to watch on TV or via streaming, more than in March (50%). In Austria, at 46 percent, the figure is slightly lower than in the spring (53%); at the same time, the share of those who do not intend to follow the World Cup at all has risen from 33 to 37 percent. Public viewings play only a minor role in both countries (AT 14%, DE 13%), and attending a match in person in North America is practically non-existent at around one percent.
One’s own national team remains the decisive factor
For personal interest, the participation of one’s own team continues to matter most. Around half of those surveyed rate it as somewhat or very important (Austria: 47%, Germany: 51%). The importance for one’s own country is rated even higher: 58% of Austrians and 52% of Germans view their country’s participation as somewhat or very significant.
Germany is more optimistic about its own team.
Germans view their national team’s chances significantly more positively than Austrians. While Austria primarily expects to reach the knockout stage, Germans are far more likely to believe their team can advance deep into the tournament, all the way to the quarterfinals or semifinals. Three times as many respondents in Germany as in Austria also believe their team can win the World Cup.
Spain remains the top favorite – France is catching up in Germany
When it comes to picking the World Cup champion, Spain is the most frequently named in both countries: 15 percent of Austrians and 14 percent of Germans. In Germany, however, the picture has shifted since March – France has climbed from 7 to 14 percent and is now almost neck-and-neck with Spain. Twelve percent of Germans see their own team in the lead, while only about 3 percent of Austrians believe their team can win the title. A striking finding in both countries: Over 40 percent do not name a favorite.
Mixed emotions: excitement and community, but also indifference
When it comes to emotions surrounding the World Cup, Germans most frequently cite excitement (40%) and a sense of community (38%). In Austria, indifference (35%), excitement (34%), and national pride (34%) are closely clustered—an indication that sentiment is widely varied but not overly enthusiastic anywhere. Only a minority express open rejection (AT 11%, DE 12%).
Canada is considered safe – the U.S. and Mexico are viewed more critically
The security situation in the host countries is assessed differently. Canada enjoys a high level of trust: 94 percent of Austrians and 92 percent of Germans consider the situation there to be somewhat or very safe. The verdict on the U.S. is more skeptical—47 percent (AT) and 53 percent (DE) view the situation as somewhat or very unsafe. Mexico receives the most critical assessment: around three-quarters of respondents in both countries rate the security situation there as somewhat to very unsafe.
Study Profile: Insights Austria
Since 2024, TQS Research & Consulting, in collaboration with the online access panel horizoom, has been conducting a regular survey of 1,000 Austrians and 1,000 Germans on various socially relevant topics. The study provides up-to-date insights into public sentiment—ranging from politics and the media to the workplace, financial situation, and health. For this study, 1,000 people aged 16 to 65 in Austria and Germany were surveyed online in June 2026. The samples are representative and weighted by age, gender, region, and education. The survey was conducted from June 2–8, 2026, via the online access panels of horizoom GmbH.
Further details on the study, including a chart report: https://www.blog.tqs.at
About TQS Research & Consulting KG
www.tqs.at
TQS combines consulting and market research to develop tailored solutions and tools for clients and support their decision-making to ensure market success. TQS Research & Consulting KG was founded in 1997 following a successful FWF research project conducted by the Institute for Marketing Management at the Vienna University of Economics and Business and the Institute for Work and Organizational Psychology at the University of Vienna. For more than two decades, TQS has successfully implemented proven tools and concepts in practice and developed new methods to address clients’ specific needs.
About horizoom GmbH
www.horizoom.de
horizoom was founded in 2023 with the goal of creating quality, service, and genuine added value for clients as a data-driven online access panel provider. In doing so, we think and act with a “people first” approach: We are convinced that only fair, respectful treatment of people throughout the entire research process can lead to honest and engaged responses—and thus valuable insights. horizoom GmbH is ISO 20252:2019 certified, owner-managed, and independent, with 34 employees; it is headquartered in Berlin and has an additional office in Cologne. As a member of the associations ADM, BVM, DGOF, ESOMAR, and VMÖ, horizoom is committed to complying with the recognized industry standards of the market and social research profession as set by the Council of German Market Research (Rat der Deutschen Marktforschung e.V.) and the international ICC/ESOMAR Code.
[Cover image created with AI]
