Consumers in the United States are not just gathering at home more often; they are raising the bar for what it means to host, according to results of a study released by consumer electronics and appliances manufacturer Hisense.
Hisense pointed out that hosting at home is no longer reserved for the holidays, as consumers gather more regularly for a wider range of occasions than ever before, with sports a leading focus. In the research, 56% of consumers said they host monthly, with almost one in five doing so weekly or even more frequently. As a signal suggesting a shift from occasion to routine, 58% said they have hosted a sports watch party in the past year, according to Hisense, an official sponsor of the 2026 FIFA World Cup competition, which will take place across North America this summer. Millennials lead the trend, with 67% hosting at least once per month.
Only 8% of consumers participating in the study said they prefer watching at a bar or public venue and just 5% prefer attending live. Six in 10 consumers said they are more engaged watching sports with a group. Consumers expressed a preference for group over individual viewing at a rate of almost six to one.
About two-thirds of consumers said at least one home upgrade would make them feel more prepared to entertain, with cooling, cooking capacity, and storage leading the list of potential improvements. But libations are important, as 35% of consumers said running out of cold drinks would ruin the experience.
