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George Hahn
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Scott Galloway argues the biggest trend of 2026 isn't AI chatbots but IRL, in-person experiences, exemplified by the World Cup.
Since 1960, US consumers have increased their share of discretionary spending devoted to experiences by 60%, while spending on goods fell 35%.
A 2026 American Express report found that 74% of millennials and Gen Z consider travel non-negotiable.
A 2026 Mastercard survey of 27,000 European consumers found that 60% prioritize offline experiences to balance time spent online.
A 2026 McKinsey report found that more than three-quarters of consumers have engaged in trade-down behavior due to cost-of-living pressures.
The 2026 domestic box office is on pace to earn $10 billion, the highest total since the pandemic and only 10% off the pre-pandemic peak.
Live Nation and Ticketmaster reported an 11% year-over-year increase in ticket sales, controlling 70–80% of major US concert venue ticketing.
An estimated 6 billion people are watching the 2026 World Cup in some form, making it FIFA's most popular tournament to date.
Bloomberg Intelligence estimates the 2026 World Cup could drive $9 billion in revenue for FIFA and $80 billion in global economic activity.
A 2025 Goldman Sachs report projected demand for live music to grow 7% annually until 2030, though ticket prices have already risen 50% since 2019.
Fans and support staff from 11 of the 48 countries that qualified for the World Cup encountered visa refusal rates above 40%.
In the US, 56% of soccer fans are under 34 and two-thirds are men, making soccer a particularly youth-oriented and male sport.
Scotland's Tartan Army raised $30,000 for local charities in Rhode Island during the 2026 World Cup.
The average ticket price for the Super Bowl last year was $8,200, illustrating how live mega-events are priced out of reach for ordinary fans.
FIFA's dynamic pricing model and service fees on ticket resales have turned the World Cup into a billionaire's playground. A Scotland fan quoted by the Wall Street Journal put it simply: FIFA has taken it away from the ordinary fan and is selling it to the highest bidder.
In the US, the dominant dark definition of masculinity centers on dominance and an inability to show emotion. Soccer offers a correction: men who display strength, cooperation, emotion, and devotion. Galloway wants his sons to take permission — not patriotism — from the beautiful game.
74% of millennials and Gen Z consider travel non-negotiable, and two-thirds would sacrifice job benefits for more flexibility to travel. This isn't just YOLO spending — it reflects the reality that traditional asset purchases like homes are increasingly out of reach.
Streaming is plateauing — that's why you're seeing bundling and price hikes. Axios media correspondent Sarah Fischer told Galloway the real growth is in live experiences, a thesis backed by a domestic box office on pace for $10 billion in 2026.
The biggest trend of 2026 isn't AI chatbots — it's IRL experiences. From the World Cup to movie theaters to live concerts, people are choosing real-world togetherness over digital convenience.
In 1998, economists Pine and Gilmore predicted economies would evolve toward staging memorable experiences. Galloway argues digital atomization and pandemic scarcity proved them right — experience is now the ultimate premium.
Live experiences combat loneliness, but in a K-shaped economy they're priced out of reach for most people. Galloway argues this isn't just an economic problem — it's a public health crisis, because IRL connection is the cure for the loneliness epidemic.
Live Nation and Ticketmaster control 70–80% of major US concert venue ticketing — and a jury found them guilty of antitrust violations in April. Meanwhile, average concert ticket prices rose 50% between 2019 and 2024, pricing out fans at the low end.
Despite real concerns about American political dysfunction affecting the tournament, the World Cup has delivered something the UN never can: genuine human unity across borders. Galloway documents viral moments of fans and even Iran's national team celebrating America.
In 2025, Australia became the first country to ban social media for anyone under 16. By 2026, 13 more countries are taking similar steps. Galloway sees this regulatory pushback as an accelerant to the IRL experience boom.
Bloomberg Intelligence estimates the 2026 World Cup will generate $9 billion for FIFA and $80 billion in global economic activity. With 6 billion viewers, it's the most-watched and economically impactful tournament in history.
Analysis
What they talk about
- Society & Culture 50%
- Sports 25%
- Business 17%
- Technology 8%
