With the United States set to co-host the 2026 FIFA World Cup, broadcasters and streamers are betting big on soccer. Rights fees are climbing, schedules are filling, and viewing habits are shifting as more Americans tune in to matches from home and abroad.
The surge is not just about one tournament. It reflects a steady rise in interest, new stars, and major investments by media companies looking for sticky, year-round programming. The central question now is how far this growth can go and which players in the market will gain most.
“More and more people in America are watching soccer.”
How the World Cup and past milestones opened the door
Soccer’s modern push in the United States dates to the 1994 World Cup, which set attendance records and helped launch Major League Soccer two years later. The men’s and women’s national teams have since created steady moments of national attention.
Streaming removed barriers for fans who want European leagues, from the English Premier League to La Liga. Weekend mornings became appointment viewing for some U.S. households, aided by consistent schedules and wraparound studio shows.
Media data backs the shift. NBC’s six-year U.S. Premier League deal signed in 2021 is valued at about $2.7 billion. MLS struck a global 10-year agreement with Apple in 2023 worth a reported $2.5 billion. The NWSL announced a four-year, $240 million package starting in 2024 with ESPN, CBS, Amazon Prime Video, and Scripps’ ION network. These figures show rising competition for rights that were once considered niche.
Media rights are surging—and fragmenting
“Spending on football media rights is rising.”
U.S. rights bidding has turned soccer into a must-have category. For networks, the appeal is steady content, live engagement, and younger audiences. For streamers, soccer can drive subscriptions and retention across a long season.
Lionel Messi’s move to MLS in 2023 boosted MLS Season Pass sign-ups on Apple. Premier League mornings on NBC and Peacock continue to deliver reliable audiences. Liga MX and Leagues Cup matches draw strong bilingual viewership. The women’s game is expanding its reach with more national windows and prime-time slots.
But the market is crowded. Fans may need multiple subscriptions to follow their teams. Time zones complicate live viewing for some European matches. Broadcasters must balance rising costs with ad revenue and subscriber growth.
- Key drivers: star power, easy streaming access, and year-round match calendars.
- Key risks: subscription fatigue, rights inflation, and scheduling hurdles.
What changing viewership means for U.S. sports
Soccer’s rise is reshaping programming lineups. Weekends that once belonged to college football or baseball highlights now share space with live matches and shoulder content. Newsrooms, podcasts, and social channels are producing more soccer coverage to meet demand.
Demographics matter. Soccer tends to attract younger, diverse audiences. Advertisers see an opportunity to reach bilingual households and fans who follow both domestic and international clubs. Brands are testing matchday integrations, jersey sponsorships, and creator partnerships built around highlights and short clips.
Leagues are responding. MLS is adding expansion teams and soccer-specific stadiums. The NWSL is growing clubs and talent pipelines, supported by higher rights fees and attendance records in select markets. European clubs continue summer tours that draw large crowds and sell merchandise.
The 2026 World Cup effect
Hosting duties shared by the United States, Canada, and Mexico will bring more matches than ever under an expanded format. Organizers expect packed venues, heavy tourism, and massive TV and streaming audiences across North America.
For U.S. soccer interests, the tournament is a marketing engine. Grassroots programs will aim to convert casual viewers into participants. Broadcasters will test new production formats and interactive features. Team owners hope the spotlight lifts local attendance and merchandise sales for years after the final.
The last World Cup on U.S. soil helped set a path for MLS. Supporters say 2026 can do the same for both men’s and women’s domestic leagues, while strengthening ties to global competitions.
What to watch next
Rising fees suggest more bidding wars ahead. The battle lines are clear: traditional networks seek steady ratings, while streaming platforms want subscription growth and global reach. The winners will be those who can simplify access, package highlights smartly, and keep costs in check.
For fans, the near-term outlook is strong. More matches are available, production quality is higher, and women’s soccer is gaining prime exposure. For the industry, the test is sustainability once the 2026 World Cup passes and rights cycles renew.
The trendline points upward. The next two years will show whether new viewers become loyal supporters, and whether the business around the sport can match the passion on the field.
