Be the first! Get the latest news and updates
Suggestions
New consumer research reveals a growing shift toward “home stadiums”
BRIDGEWATER, New Jersey – Sports fans* are swapping packed pubs and crowded stadiums for something far more personal: their homes. New research reveals a growing shift toward “home stadiums,” with 53% of fans transforming their spaces into immersive matchday environments.
The rise of the “home stadium”
For 72% of fans surveyed, comfort tops the reasons for the shift to home viewing, with viewing control (51%) also a big factor. From securing the “lucky seat” to pre-match rituals, 32% of fans admit they’d rather watch from home, as they can embrace every moment without compromise. In fact, 20% say watching at home is more exciting than being out, and 30% find it more immersive.
The research also indicates that fans are investing time and effort into the at-home experience. Almost half (41%) say they spend up to an hour preparing for kick-off. Setting up snacks (53%), perfecting lighting (35%), and decorating their space (32%) are all undertaken to create the ultimate atmosphere.
For many respondents, one reason for the rise in “home stadiums” is a desire to feel closer to the action, without judgment. More than half (54%) of adults say they feel more comfortable being themselves at home, with 54% more likely to fully express their emotions and celebrate freely.
Philips Hue and Philips Smart Lighting (connected by WiZ) are introducing Sports Live, a new software designed to help fans create a true “home stadium” atmosphere and experience. With compatible smart lighting, Sports Live can bring matches to life beyond the screen, from a dramatic kickoff countdown to flashes of color for key moments, including goals, yellow and red cards, set pieces and penalties. Through integrations with leading smart home platforms, including Samsung SmartThings, users can incorporate dynamic lighting effects into broader matchday routines that coordinate devices across the home and extend the experience beyond the TV screen. The result is a fully immersive experience that allows fans to not just watch the game, but to feel part of it.
Plus, this desire for a personalized, fully customizable game-day setup has led Philips Hue to collaborate with Samsung, the No. 1 global TV brand for 20 years running1, to curate the ultimate “home stadium” atmosphere that delivers a full sensory experience of stunning TV picture quality and audio experiences, optimized exclusively for soccer viewing.
2026 Samsung TVs are the only displays with a built-in AI Soccer Mode2 to make every match feel bigger, sharper and more immersive. By intelligently recognizing soccer on screen, pictures and sound are automatically enhanced to bring the game's atmosphere into the living room. That means richer colors for more vibrant green grass and jerseys that pop, with smooth, clear motion during fast-paced plays. It’ll even improve commentary clarity and boost crowd noise to keep viewers immersed in every moment.
Plus, Samsung TVs also offer an AI Sound Controller3 to put viewers in total control of game-day audio. Use the remote to mute the commentators to feel like they’re directly in midfield, or mute the crowd to catch the announcers’ every call.
Soon, fans can buy a Samsung TV with AI Soccer Mode and AI Sound Controller and receive everything they need for a Philips Sports Live setup, an over $300 value that makes it simple to bring the stadium home4. Full promotion details will be available soon; stay tuned for additional announcements and availability information.
Rituals & connections
Watching from home allows fans to experience the game on their own terms, while over half (53%) say they can celebrate more freely with friends and family at home than in a packed pub, and 41% add that these memories are more special at home.
And then there are the quirks that make every fan unique. Respondents reported habits such as eating only certain foods during matches (19%), not moving during key moments (18%), and having a lucky seat (18%) are among the quirky superstitions fans stick to, convinced every detail could make the difference. In fact, nearly one in five (18%) of Gen Zers surveyed will even watch competitions in the same “lucky kit,” refusing to wash it in between matches for fear of jinxing the result.
The “home stadium advantage” doesn’t end with the final whistle either. In fact, more than a quarter of fans (28%) say they experience a bigger post‑match endorphin rush from the comfort of their own homes, and almost half (53%) feel the rest of their day improves when their team wins while watching from home.
Ashly Guhring,
Executive Vice President, Consumer North America
Research
*Research was carried out across 1,043 adults aged 18+ in the US between April 16-19, 2026, by Observant.
About SmartThings
SmartThings, Samsung’s global connected living platform, builds smart homes that are convenient, safe, sustainable, and fun. Millions of people, in nearly 200 countries, use SmartThings to easily control their connected homes and IoT devices. SmartThings delivers simple, powerful experiences across Samsung’s leading portfolio of phones, TVs, and appliances. SmartThings offers the most versatile smart home experience as an open platform with a rich partner ecosystem. As a founding Member of Matter, SmartThings is a leader in the industry to help make smart homes more secure, reliable, and seamless to use.
SmartThings supports multiple integration types and protocols, learn more about integrating your device or portfolio here.
1. Source: Omdia, Feb 2026. Results are not an endorsement of Samsung. For general information; any reliance on these results is at the third party’s own risk.
2. AI Soccer Mode Pro on QN990H, R95H, S95H, S90H and LS03HW. AI Soccer Mode on R85H, S85H, QN80H, QN70H, M90H, M80H, U9000H and LSO3HE. Soccer Mode on M80H and U8000H. AI Soccer Mode Pro and AI Soccer Mode must be turned on in settings. Utilizes AI-based formulas. Resulting picture may vary based on source content.
3. AI Sound Controller Pro on QN990H, R95H, S95H, S90H and The Frame Pro. AI Sound Controller on R85H, S85H, QN80H, QN70H, M90H, M80H, U9000H and The Frame. Feature availability varies by input source/app. Utilizes AI-based formulas; results vary. Samsung account and internet access required.
4. Limited-time offer available on select models while supplies last. Offer subject to change without notice.
Signify (Euronext: LIGHT) is the world leader in lighting for professionals and consumers. We proudly bring to market the world’s best lighting brands, from Signify, Philips, Philips Hue, Signify Interact, Signify Dynalite, Color Kinetics and many more. Our advanced products, connected systems and services unlock the extraordinary potential of light for brighter lives and a better world. In 2025, we had sales of EUR 5.8 billion, approximately 27,000 employees, and a presence in over 70 markets. We are in the Dow Jones Sustainability World Index, earned a CDP ‘A’ score for climate performance and transparency and hold the EcoVadis Platinum rating.
News and updates from Signify can be found in the Newsroom, on LinkedIn and Instagram. Information for investors is located on the Investor Relations page.
