North America’s soccer fan base tops 136 million ahead of World Cup

North America's soccer fan base has expanded by 10.9% over the past five years to more than 136 million people, according to a Nielsen report released Tuesday, underscoring the sport's momentum as the 2026 FIFA World Cup prepares to kick off on Thursday.channelnewsasia+1

The study, titled "The Fans Behind The Game: FIFA World Cup 2026 Edition," covers audience trends across the United States, Canada, and Mexico — the three co-hosts of the tournament that begins June 11 with Mexico facing South Africa at Estadio Azteca in Mexico City.abcnews+1

Messi Effect and Domestic Growth

Lionel Messi's 2023 debut for Inter Miami CF in the Leagues Cup drove a 173% leap in linear viewership compared with the tournament average, the report found. The so-called Messi effect continued to ripple through domestic soccer: "The MLS Cup saw a 97 per cent increase over 2024 with Inter Miami's victory, proving that domestic soccer is reaping the benefits of increased interest as well," Nielsen wrote.channelnewsasia

The United States now claims the fourth-largest soccer fan base globally, with 62.5 million followers. U.S. fans skew younger and more affluent, with 76% belonging to Millennial and Gen Z cohorts, and female engagement running higher than in Europe.channelnewsasia

Growing Appetite Across the Region

About 64% of respondents said they expect their interest in soccer to grow further, while nearly a quarter of fans have taken up the sport in just the past five years. Nearly seven in 10 said their interest had increased in the last three years as the tournament approached.reuters+1

Mexico remains the region's strongest soccer market, where the sport leads all others with 63% engagement. Soccer ranks fourth in the United States and third in Canada. Across North America, 72% of fans watch via television or streamed content, with social media serving as a key secondary platform.channelnewsasia

"Nielsen's new report illustrates the profound and measurable surge in popularity of soccer in North America, reinforcing the decision to host the FIFA World Cup 2026 across the continent," a FIFA spokesperson said.channelnewsasia

The tournament — the largest ever staged, featuring 48 teams playing 104 matches across 16 cities — culminates with the final at MetLife Stadium in East Rutherford, New Jersey, on July 19.espn+1