It was a World Cup finale for the ages as nearly 63 million Americans tuned in to witness Spain edge Argentina 1-0 in extra time – a result that left fans on tenterhooks until Ferran Torres' winner sealed La Roja's second ever title. The viewership numbers are nothing short of phenomenal, smashing previous records and underscoring the US's growing passion for the beautiful game.
The match, played out at a packed MetLife Stadium in New Jersey, was watched by an astonishing 63 million people across Fox's English-language broadcast (38.9 million) and Telemundo's Spanish-language coverage, which drew an additional 23.9 million on its Peacock streaming platform. This combined audience eclipsed the previous US viewership record of 22.3 million set at the 2022 World Cup final in Qatar – a clear indication that football is finally gaining traction across the Atlantic.
The tournament has been hailed as a resounding success for broadcasters, with several high-stakes knockout matches outperforming recent championship games in other major US sports. The England-Mexico round of 16 clash, for instance, attracted a staggering 45 million viewers – more than the roughly 27 million who watched Game Seven of Major League Baseball's World Series or the nearly 25 million for Game Five of the NBA Finals.
The strong showing on Telemundo also highlighted football's deep popularity among Hispanic audiences. Vicente Navarro, managing partner at GotDigital, noted that "Ratings have blown past internal forecasts for both networks, and it's not close." A marquee 30-second advertising spot in the knockout-stage matches cost as much as $1 million – more than double 2018 levels.
However, it remains to be seen whether some of the tournament's more 'Americanised' elements will endure. The halftime show, complete with a lengthy 27-minute interval (a far cry from football's traditional 15-minute break), drew comparisons to the Super Bowl. Fifa also announced that World Cup champions would, for the first time, receive a ring – a nod to "one of the most recognisable American sporting traditions”. Looking ahead, the next World Cup will be co-hosted by Spain, Portugal, and Morocco in 2030, followed by Saudi Arabia in 2034. Both tournaments are likely to feature less favourable kickoff times for US viewers, which could potentially impact future ratings despite football's recent surge in popularity.