Oct. 16: The number of soccer fans in the United States grew by nearly 10 million in a year following the World Cup, according to new Nielsen research.
The report, released Tuesday, found 75.2 million Americans identified as fans in July of this year, the month of the finals, compared to 66.8 million in July 2025. Over the full four-year cycle since Argentina won the cup in Qatar, fandom has grown by 27 percent, or 16 million followers.
The expanded 48-team tournament hosted a record 104 matches across the US, Canada and Mexico, with the US hosting the final and most of the knockout rounds. Spain’s win at MetLife Stadium set U.S. viewing records on Fox (38.9 million) and Telemundo (51.7 million).
Interest has shifted to club football. Since MLS resumed after the World Cup break, regular season viewership on Fox and FS1 is up 55% among men 18-34 and 29% among all adults 18-34 compared to pre-tournament.
“Our attendances are up, ratings are up, social media is up, merchandise is up, it helps to have Leo Messi, but the future of soccer is very bright because of all the things our stakeholders have done and a World Cup that will be remembered as the best ever,” said MLS Commissioner Don Garber.
The European leagues also benefit. Premier League ratings on NBC and USA Network, including Spanish-language broadcasts, are up 30% among adults 18-34. LaLiga coverage on ESPN, ESPN2, ABC and ESPN Deportes is up 42% year-on-year, with a 60% increase among 18-34 year olds.
“The 2026 FIFA World Cup has served as a powerful catalyst for the explosive growth of soccer in North America,” said Seth Ladetsky, global head of sports at Nielsen. “Our data shows that fandom is not only reaching all-time highs, but is also rapidly expanding among younger and more diverse audiences and moving into major domestic and international leagues.”
The test now is whether these gains are sustained. The 1994 World Cup created a generation of fans, but it took years for the domestic game to capture them. This time the leagues, broadcasters and clubs are in place and seem better equipped to keep them.
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