A new Nielsen report highlights growing momentum for soccer in the United States ahead of the 2026 FIFA World Cup, which will be hosted across the US, Canada, and Mexico.
According to the study, 64% of soccer fans in the US believe their interest in the sport will increase following the tournament. Additionally, 56% say the World Cup is already driving their growing enthusiasm, while 33% expect their engagement to rise during and after the competition.
The report shows clear evidence of long-term growth in US football consumption. The 2014 World Cup in Brazil remains the most-watched edition in the country, largely boosted by the US team reaching the Round of 16. In contrast, viewership dropped by around 40% in 2018 when the US failed to qualify.
Interest has since rebounded, with major tournaments driving stronger audiences. The 2024 Copa América doubled its average audience compared to 2021, while UEFA Euro 2024 and the CONCACAF Gold Cup also recorded significant growth.
Euro 2024’s final between Spain and England became the most-watched international match in US history, reaching 6.6 million viewers on FOX. It narrowly surpassed the Copa América final between Argentina and Colombia, which drew 6.5 million viewers.
The report also highlights club soccer trends in the US, where Liga MX is the most-watched competition, followed by the UEFA Champions League and the Premier League. The NWSL ranks fourth, while Spain’s LaLiga completes the top five.
In terms of media consumption, 82% of fans watch football on television, while social media (79.5%) and streaming platforms (75.6%) also play a major role. YouTube leads digital engagement, followed by Instagram, Facebook, TikTok, and X.
With the expanded 2026 World Cup expected to break viewership records, the report suggests the US is entering a new phase of sustained football growth.