Seeing is believing (or better yet, buying) when it comes to home entertainment. As younger generations prove themselves to be more avid hosts than their older counterparts, gaps in quality and satisfaction between home entertainment systems are fueling buying decisions all to transform their home into the perfect gathering space for sports watch parties.
How TV watch parties are driving more premium TV sales
In the report titled How We Host 2026, Hisense found that watch parties (whether for sports, TV shows or movies) are on the rise across the U.S., especially among young Millennials and Gen Z.
According to the report, which surveyed 1,000 Americans, 67% of millennials and 60% of Gen Z say they host general watch parties monthly.
Meanwhile, across the broader U.S. population, fifty-eight percent of Americans said they hosted a sports watch part in the past year.
Why more Americans are choosing to watch sports at home
The reality that the report finds is that 60% of Americans prefer to watch major events at home with friends or family, with comfort, affordability, fewer distractions and better picture quality being the main draw.
According to other findings in the report, that makes the living room eight times more popular to watch a sports game than in a bar or restaurant and twelve times more popular than attending the game live.
What makes for a successful watch party?
Americans identified AV system quality, food and seating as being the three biggest priorities in terms of assuring a satisfactory viewing experience when hosting.
One element might not be getting enough attention there, though
The problem with that priority list is that AV issues dominated the list of complaints when it came to describing poor group viewing experiences. Poor picture quality, poor sound and poor visibility due to issues with viewing angles were several of the factors identified as having worsened a watch party, meaning that the AV experience remains a somewhat overlooked (or at the very least, minimally addressed) element of hosting.
TVs still hold a massive sway over our perception of our living spaces
In the report, 78% of respondents said that creating a good atmosphere is critical to being able to deliver a good hosting experience, and 85% of respondents considered the TV as the focal point of their living space. It would make sense, then, to assume that the TV is pivotal in creating that atmosphere.
However, the report paints a picture of just how transformative a good viewing experience can be. After watching a premium TV at a friend’s or family member’s home, 71% Americans reported wanting to upgrade their TV, and within that cohort, 21% said they wanted to upgrade their TV immediately.
For 31%, a good viewing experience has even made them look at their TV in a less favorable light, worsening their own viewing experiences, thereafter. Maybe the best time to try and sell a TV is right after a big sporting event.
What are Americans looking for with their TVs right now?
Brightness and color seem to be the two big features Americans are on the lookout for today when trying to find an exceptional TV for their living spaces. The report found that 86% of Americans preferred TVs with “bold, vibrant colors” over all else. Respondents also voiced their opinion on what ruined a viewing experience, with 54% complaining about struggling to see what was happening on screen because the scene was too dark.
But there’s opportunity for HVAC integrations as well
While TVs are seen as the focal point of these spaces, 32% of Americans say they need to upgrade their air conditioning before they feel they can provide an adequate watch party experience. Additionally, 68% complain of stuffy air when hosting, meaning that the HVAC system, in many ways can be pivotal in the hosting experience, as well.
CE Pro’s take
CE Pro’s 2025 Home Entertainment Deep Dive found that multipurpose media rooms saw a 60% annual installation increase, trending alongside that more American’s are viewing the “living room as the front row” when it comes to watching sports, movies or other shows. Additionally, the publication has seen a substantial rise in project submissions featuring homes that have been purpose-built for hosting and entertaining friends and family.
What this reinforces is that, rather than isolating experiences, these rooms are increasingly purpose-built for social viewing, and for 78% of Americans in the Hisense study, creating the right atmosphere is critical to that, with AV and HVAC performance being tied to a successful watch party experience.
