New consumer research reveals a growing shift toward “home stadiums”

The Rise of the “home stadium”

For 66% of surveyed fans, comfort tops the reasons for the shift to home viewing, with viewing control (45%) also a big factor. From securing the “lucky seat” to pre-match rituals, 80% of fans admit they’d rather watch from home, as they can embrace every moment without compromise. In fact, 23% say watching at home is more exciting than being out, and a quarter (25%) find it more immersive.

The research also indicates that fans are investing time and effort into the at-home experience. Over a third (38%) say they spend up to an hour preparing for kick-off. Setting up snacks (49%), perfecting lighting (35%) and decorating their space (31%) are all undertaken in a bid 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 judgement. Two thirds (66%) of adults say they feel more comfortable being themselves at home, with 45% 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, Sport Live can bring matches to life beyond the screen - from a dramatic kick-off countdown to flashes of color for key moments, including goals, yellow and red cards, set pieces and penalties. The result is a fully immersive experience that allows fans to not just watch the game, but to feel part of it.²

See Sports Live in action here: https://www.youtube.com/watch?v=GQ-D4sujgRc

Rituals & Connections

Watching from home allows fans to experience the game on their own terms - while nearly half (48%) say they feel they can celebrate more freely with friends and family when watching at home than in a packed pub, 27% 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 (21%), not moving during key moments (17%) and having a lucky seat (12%) are amongst some of the quirky superstitions fans stick to, convinced every detail could make the difference. In fact, more than one in ten (14%) of Gen Z’s 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, over a fifth of fans (21%) say they experience a bigger post‑match endorphin rush from the comfort of their own homes, while more than half (55%) feel the rest of their day improves when their team wins whilst watching from home. This translates into their personal lives as 1 in 6 (17%) even admit to a higher chance of luck in the bedroom when watching a winning match from the comfort of their own home.

As a summer of sport kicks off, Philips Hue and Philips Smart Lighting (connected by WiZ) are helping fans turn every match into an experience, transforming living rooms into front-row seats, and everyday viewing into something far more powerful.

Read all about Sports Live here.

Availability

The feature will be available for a limited time, aligned with major international football matches taking place from June 11, 2026 and throughout the tournament period.

Footnotes

^{1) Research was carried out across 5,000 adults aged 18+ in the UK, US, Germany, Nordics, Benelux between the 16th - 19th April 2026 by Obsurvant.}

^{2) Contains flickering lights that may affect people with photosensitive epilepsy or other light sensitivities. Please use caution and stop use immediately if symptoms occur.}