How the 2026 World Cup Became a Streaming Success in the US

The 2026 World Cup has achieved remarkable streaming numbers in the United States, a country where soccer historically lags behind other sports. The success stems from a chain of unusual events, starting with a decision made in 2010 that led to affordable viewing options.

The Role of Qatar's Heat

In 2010, FIFA awarded the 2022 World Cup to Qatar, where summer temperatures often exceed 104°F. When FIFA considered moving the tournament to winter, US broadcaster Fox threatened to sue due to scheduling conflicts. This prompted FIFA to grant Fox and Telemundo the 2026 rights in 2015 without a competitive bidding process. Had Disney and Univision been involved, the rights would likely have cost more, and NBCUniversal might have lost out. Instead, NBCUniversal now offers every game in Spanish on Peacock for just $11 per month.

Bilingual Audience and Growing Popularity

The availability of both English and Spanish feeds reflects the changing US demographics. Nearly three-quarters of US Latinos call themselves soccer fans, with 22% identifying as "superfans" compared to 7% of non-Hispanics. The Latino population has grown to 68 million from 35 million in 2000. Additionally, the success of the US women's team has boosted the sport's profile. A 2025 survey found soccer now more popular than baseball in the US. However, the 2022 World Cup final drew only 26 million viewers, far below the Super Bowl's 125 million.

The Collapse of Venu

Viewers watching in English also benefit from an affordable option. Fox's Fox One service streams all games for $20 per month. This pricing was not originally planned. In 2024, Fox, Warner Bros. Discovery, and Disney announced Venu, a joint sports streaming service costing $42.99 per month. But regulatory pressure and a lawsuit by Fubo led to the venture's collapse in early 2025. Fox then launched Fox One, effectively halving the price for soccer fans.

Streaming Behavior

Unlike previous tournaments, paid streaming services are thriving. Since June 11, downloads of apps like Peacock, Fox Sports, and Tubi have surged 150%, according to Appfigures. Fox One and Peacock rank among the top 5 most downloaded apps on Google Play. Meanwhile, VPN app downloads have actually fallen below baseline levels, despite VPNs being marketed aggressively to fans wanting to access foreign broadcasts. This suggests that affordable pricing is deterring piracy.

The World Cup's US streaming success demonstrates that when services are reasonably priced, viewers are willing to pay for live sports.