A deep dive into local viewership across the top 25 U.S. markets, host cities, and the unique drivers fueling America’s soccer boom.
The Beautiful Game, Analyzed Locally
The 2026 FIFA World Cup™ delivered unprecedented viewership across the United States. But what exactly drove the massive local tune-in?
While it’s no surprise that the USMNT drew massive crowds, the real story lies in the local market nuances. Why did cities without host-city status post elite viewership numbers? How did the arrival of international fans reshape local interest overnight?
Nielsen’s latest Local Fandom Insights Report explores the intersection of live match viewership, local television ratings, and the underlying behavioral metrics that turned both host and non-host cities into massive soccer hubs.
Discover how the Spain vs. Argentina Final became the highest-performing game of the tournament (41.3% average share), and see the breakdown of the top 5 USMNT matches—led by the thrilling USA vs. Belgium finale (38.3% average share).
Uncover how hosting the tournament created a significant lift in local fandom. See the data behind “The Boston Invasion,” which saw a 52% jump in local fandom driven in part by traveling Scotland and Norway fans, and the “12th Man” impact that pushed Seattle to a 19% increase in soccer interest.
See why smaller or non-host cities tuned in due to soccer-first cultures. Learn how Kansas City’s deeply invested NWSL fan base (delivering a 10x higher attendance index than the average U.S. market) and St. Louis’s #1 ranking in MLS attendance drove elite World Cup viewership.
Understand how the “Soccer Moms and Dads” demographic uniquely positioned markets like Minneapolis and Kansas City to heavily over-index in tournament engagement.
Download the full report today to gain the media intelligence required to win over the world’s most passionate fans.
Methodology Note: Viewership insights in this report are based exclusively on English-language linear television broadcasts across Top 25 LPM Markets and Kansas City. This analysis does not include streaming platforms or Spanish-language broadcasts. Fandom and behavioral insights are and Nielsen Scarborough USA+ (2025 R2)
