The 2026 FIFA World Cup has continued to drive interest in soccer in the United States, with Nielsen data showing significant audience growth among younger viewers across both domestic and international competitions.
According to Nielsen research presented at the Front Office Sports Tuned In summit, soccer audiences have risen sharply since Spain lifted the World Cup trophy in July, with the strongest gains coming among adults aged 18-34.
Ten MLS matches broadcast on Fox and FS1 have seen audiences among men aged 18-34 increase by 55% compared with regular-season matches before the tournament. Overall viewership among adults aged 18-34 has risen by 29%.
The Premier League has also benefited from the post-World Cup effect. Audiences for matches shown on NBC and USA Network are up 30% among adults aged 18-34, including Spanish-language broadcasts.
LaLiga has recorded an even larger increase among younger viewers. Audiences across ESPN platforms are up 60% among adults aged 18-34, while total viewership across English- and Spanish-language broadcasts has increased 42% year over year.
U.S. soccer fandom reaches 75.2 million
Nielsen’s Fan Insights data shows that the growth extends beyond television audiences. The number of U.S. residents identifying as soccer fans increased from 66.8 million in July 2025 to 75.2 million in July 2026, representing a 13% increase in one year.
Since 2022, the number of soccer fans in the U.S. has increased by 27%, equivalent to an additional 16 million fans. MLS fandom has grown by 28% over the same period, adding 11.7 million fans.
Nielsen global head of sports Seth Ladetsky said the data shows that soccer fandom is not only reaching record levels but also expanding rapidly among younger and more diverse audiences, with that interest carrying over into major domestic and international leagues.
World Cup sets U.S. viewership records
The post-World Cup growth follows an unprecedented tournament audience in the U.S.
Fox averaged 7.74 million viewers across its World Cup coverage, a 116% increase compared with the 2022 tournament. Telemundo’s Spanish-language broadcasts averaged 6.3 million viewers, up 143%.
The July 19 final between Spain and Argentina averaged 66.4 million viewers, making it the most-watched soccer match in U.S. history. It was also the largest U.S. television audience for any sporting event since February’s Super Bowl LX.
MLS moved quickly to capitalize on the momentum, launching its “Thanks World, We’ll Take It From Here” marketing campaign following the tournament.
Ticket sales also benefit from World Cup momentum
The increase in soccer interest has translated into commercial gains for MLS clubs.
The Philadelphia Union reported a 218% increase in single-game ticket sales following the start of the World Cup, while Nashville SC said its online ticket sales rose 161% over the same period.
MLS commissioner Don Garber said the growth of soccer in the U.S. was the result of a long-term effort to build a sustainable market rather than a phenomenon that began with the 2026 tournament.
The challenge for leagues and broadcasters now is to convert the World Cup-driven surge in attention into sustained engagement with domestic and international soccer.
Nielsen’s latest figures suggest that the tournament has already created a significant opportunity, particularly among younger U.S. audiences, for MLS, European leagues, broadcasters and commercial partners.