Where America will watch Super Bowl LX – and what they’ll be drinking while they do

The Super Bowl remains one of the biggest shared viewing moments in the US, drawing in millions of consumers across age groups, regions, and lifestyles. But while overall reach is often the headline stat, the real value for drinks brands lies in how people experience the event. 

Our nationally representative survey of 2,000 working-age Americans explores where viewers choose to watch the Super Bowl, who they watch with, and what they drink along the way – revealing how game-day habits are evolving, and where drinks brands have the greatest opportunity to connect.

Home viewing dominates, but commitment varies by age and gender

Overall, 51% of respondents say they will definitely watch the Super Bowl, with a further 21% saying they probably will. That brings total likely viewership to 72%, while firm rejection remains relatively low at 10% ‘definitely not’ and 9% ‘probably not’.

Commitment levels, however, are not evenly distributed. Adults aged 35–44 are the most engaged, with 59% saying they will definitely watch – significantly higher than any other age group. They’re also the least likely to reject the event outright, with just 7% saying they definitely won’t watch. In contrast, 18–24 year olds are the least committed: only 46% say they will definitely tune in, a 13 percentage point gap versus 35–44s, and 12% say they definitely won’t watch.

Despite these differences in certainty, combined positive intent is relatively consistent across age groups, ranging from 69% to 79%. The key distinction is decisiveness. Middle-aged viewers (35–44 and 45–54) are more sure of their plans, with just 10% saying they’re ‘not sure’, compared with higher uncertainty among younger and older groups.

Gender differences are more pronounced. 61% of men say they will definitely watch, compared with just 42% of women – a 19 percentage point gap. When combining ‘definitely’ and ‘probably’, 80% of men plan to watch versus 65% of women. Women are nearly twice as likely to be uncertain or negative about watching.

Super Bowl parties skew younger, while older viewers stay home

Watching at home with household members only is the most common viewing setup across every age group. It ranges from 36% among 25–34 year olds to 47% among 45–54 year olds, and stands at 42% overall. A further 15% plan to watch alone, meaning 57% of respondents will stay at home without hosting or attending a party.

That said, Super Bowl parties remain a major part of the occasion. One third of respondents (33%) plan to attend a party either at their own home or at a friend or family member’s home. This behavior skews strongly toward younger adults: 39% of 25–34 year olds and 37% of 18–24 year olds plan to attend parties, compared with just 27% of 55–64 year olds.

Solo viewing increases steadily with age. Only 12% of 18–24 year olds expect to watch alone, rising to 22% among 55–64s. Public venue viewing – such as bars – remains relatively niche at 6% overall, but is more popular with younger adults. Seven percent of 25–34 year olds plan to watch at a bar, compared with just 3% of 55–64 year olds.

Attending the live stadium event is rare across all demographics at just 3% overall, peaking at 6% among 25–34 year olds. Men are twice as likely as women to attend in person (4% vs 2%), while women are more likely to watch at home with household members (46% vs 39%).

Regionally, patterns are broadly similar, but with subtle differences. The West shows the strongest preference for social viewing outside the home, with 36% attending parties and 8% watching at public venues. The Northeast has the highest proportion of solo viewers at 19%, suggesting more isolated viewing habits.

Beer still leads, but non-alcoholic options hold their own

When it comes to drinks, beer remains a Super Bowl staple – but it’s no longer dominant by default. Soda or seltzers and beer are equally popular nationwide, with 44% of viewers choosing each. Water follows closely at 42%, meaning non-alcoholic options collectively appeal to the majority of viewers.

Among alcoholic drinks, spirits (20%) sit on a par with cocktails (19%), while pre-mixed alcoholic beverages reach 18% of viewers, highlighting the appeal of convenience on game day. Wine lags behind at 16%, and alcohol-free beer remains niche at just 6%.

Age plays a significant role in drink choice. The 18–24 group stands out for its preference for water (58%) and much lower beer consumption (27%), compared with 40–51% across older groups. Beer peaks among 25–44 year olds at 51%, then declines with age. Pre-mixed alcoholic beverages are particularly popular with younger viewers – chosen by 25% of 25–34s – but drop to just 2% among those aged 65 and over. Energy drinks show the steepest age-related decline, falling from 25% among 18–24s to 5% among the oldest group.

Gender differences are also clear. Beer shows the widest gap, with 53% of men likely to drink it versus 35% of women. Women are more likely to choose soda or seltzers (46%), cocktails (21%), and pre-mixed alcoholic drinks (19%), while men over-index on spirits (23%) and energy drinks (19%).

Regionally, the South leads on spirits consumption at 23%, compared with 16% in the West. Western viewers are more likely to choose non-alcoholic options, with soda or seltzers (48%) and water (47%) both above average. Wine shows notable variation too, peaking in the Northeast at 20% but falling to 13% in the Midwest.

What these habits mean for drinks brands planning ahead

Taken together, these viewing and drinking behaviors point to a Super Bowl audience that is broad, fragmented, and far from one-size-fits-all. For drinks brands, preparing for next year’s event means planning for multiple occasions rather than a single, stereotypical game-day moment.

First, prioritise the at-home occasion. With 57% of viewers planning to watch at home without guests, the Super Bowl is less about packed living rooms than it once was. This favors formats and messaging that work for smaller groups and individual consumption, from multi-pack cans to easy-serve options that don’t rely on hosting. Brands that focus solely on party-centric activations risk missing the majority of viewers.

At the same time, don’t underestimate social viewing among younger audiences. One third of all respondents plan to attend a Super Bowl party, rising to nearly four in ten among 18–34 year olds. These younger viewers are also more likely to choose pre-mixed alcoholic beverages and energy drinks, pointing to an opportunity for brands that can combine portability, convenience, and shareability. Aligning packaging, flavour innovation, or limited editions with these social occasions can help brands stay relevant with the next generation of Super Bowl viewers.

Alcohol coexists with soft drinks

Second, recognise that alcohol is competing, not dominating. While beer remains popular – chosen by 44% overall and over half of men – soda or seltzers match it exactly, and water appeals to 42% of viewers. Among 18–24 year olds, water is the clear leader at 58%, while beer drops to just 27%. For drinks brands, this signals that winning on game day increasingly means coexisting with non-alcoholic choices, whether through lighter variants, alcohol-free extensions, or messaging that fits moderation-minded consumers rather than fighting against them.

Finally, these findings highlight the value of ongoing consumer research. The Super Bowl may be a fixed date in the calendar, but the behaviors around it are constantly shifting. Running follow-up research closer to the event, testing creative with different audience segments, or tracking how drinking preferences change year-on-year can help brands avoid relying on outdated assumptions.