Two out of three fans turn to a second screen to consult statistics while watching football

This habit also occurs in a context where sports consumption occurs mostly at home. Although millions of people attend stadiums during major competitions, the largest audience follows the matches on television, which has made the home the main space to enjoy football and other sporting events.

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The combined use of devices has changed the way viewers interact with content. Almost half of smartphone users use their phone while watching television, which reinforces a more social and participatory experience, in which the match is followed both on the main screen and on parallel applications, networks and platforms.

Given this scenario, Samsung presented at the CES 2026 its vision of integrating artificial intelligence into televisions, sound bars and connected appliances, with the aim of adapting to sports consumption that is no longer linear or passive, but distributed among different devices and home environments.

The company maintains that this trend is reflected in its technological ecosystem: more than 400 million of its products in the world already incorporate artificial intelligence functions and, in 2025 alone, sales of connected appliances grew 43% in Latin America, driven by greater adoption of smart solutions in the home.

The proposal aims for technology to accompany this form of multitasking consumption, facilitating everything from visualization and sound to the management of other domestic activities, so that the viewer can concentrate on the game without disconnecting from the rest of their digital environment.