Originally published: AAP, 28 September 2026
SYDNEY, Sept. 28, 2026 /PRNewswire/ — New research from Samsung Australia indicates a whopping three-quarters (72%) of Australians believe the right technology and entertainment setup can make watching sport at home feel just as special as being in the stadium[1]. As demand for major sporting events continues to outpace ticket availability, and factors such as travel and accessibility influence attendance[2], Australians are increasingly turning to at-home, immersive viewing experiences. In fact, 83% of Australians said they would like to transform an unused room or garage into the ultimate entertainment destination.[3]
Australians’ passion for sport remains as strong as ever, but the way they choose to experience it is evolving. Samsung research found that 91% of Australians believe watching from home offers a more comfortable and convenient experience, while 79% have opted to watch sport or entertainment from home due to the increasing cost of attending live events.[4] The findings underscore a growing shift towards premium at-home entertainment – spanning connected set-ups made up of displays, sound and appliances – where comfort no longer requires compromising the atmosphere of game day.
“For Australians, sport is far more than entertainment. It’s a cultural ritual that brings families, friends, and communities together, and technology is increasingly enhancing the experience, and bringing sport to life in Australians’ homes. We’ve observed a growing demand for premium at-home viewing experiences, with more Australians investing in smart consumer electronics, helping them feel closer to the action – this spans multi-display set-ups made up of TVs, through to smartphones and appliances,” said Phil Gaut, Head of Consumer Electronics, Samsung Australia.
Bringing the stadium home
As Australians invest more in their at-home entertainment experiences, the research reveals that creating the ultimate viewing environment is about more than just watching the game. More than half (59%) of Australians believe a big-screen TV is essential[5], highlighting a growing desire to recreate the convenience and atmosphere of a premium venue at home. This is backed by new Samsung insights that show that 60% of Australians believe the bigger the TV screen, the more immersed they feel in what they’re watching, while 68% agree bigger screens makes content look more lifelike[6].
[1] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016 – (72%)
[2] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016
[3] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016
[4] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016
[5] Pureprofile Research, commissioned by Samsung, August 2026, n=1,016
[6] Pureprofile Research, commissioned by Samsung, April 2026, n=1,020
