The report says 58% of British fans expect to watch most matches at home, with more than half also viewing their own living room as the best place to follow England. That preference is reportedly less about lacking passion and more about avoiding frustration.
That is a significant issue for pubs already facing pressure from closures and the wider cost-of-living squeeze.
Emma McClarkin, the chief executive of the British Beer and Pub Association, has pushed the traditional counter-argument: the pub remains the natural home of live sport. The update says the association has issued fresh guidance to help venues sharpen operations during the tournament, from smoother service to a better viewing setup.
There may also be a timely boost later in the competition. The report says some venues could reportedly stay open until 2am for certain knockout ties, a move aimed at keeping fans in pubs for late-night drama rather than losing them to the sofa.
The lighter side of the story comes from Boston United forward Lenell John-Lewis, whose surname has long inspired the chant “his name is a shop”. In a playful promotional stunt, the report says he has been presented as a new “signing” by John Lewis - the kind of crossover that captures football’s knack for not taking itself too seriously.
The real test, though, will come once the tournament starts. If early matches deliver tension, noise and national optimism around England, pubs will hope fans rediscover the appeal of watching together rather than alone.