Research shows that interest in football in North America is growing in the run-up to the World Cup

The North American soccer fan base has grown 10.9% over the past five years to more than 136 million people, Nielsen said in a report released Tuesday, highlighting growing interest ahead of the 2026 FIFA World Cup in the United States, Canada and Mexico.

The research, which covered viewership trends in the three host countries, found that Lionel Messi’s debut for Inter Miami CF in the 2023 Leagues Cup saw a 173% jump in linear viewership compared to the tournament average.

“The ⁠MLS Cup saw a 97% increase from ⁠2024 with Inter Miami’s victory, proving that domestic football is also reaping the benefits of the increased interest,” Nielsen wrote. According to the report, the United States has the fourth largest soccer fan base in the world, with 62.5 million followers.

“Nielsen’s new report illustrates the profound and measurable rise in football’s popularity in North America, and reinforces the decision to host the 2026 FIFA World Cup across the continent,” a FIFA spokesperson said.

About 64% of respondents expect their interest in the sport to continue to grow, while almost a quarter of fans started playing football in the past five years, the report shows. Nearly seven in 10 said their interest had increased over the past three years as the tournament drew closer.

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Mexico remains the strongest market in the region, with soccer leading all sports with 63% engagement, while ranking fourth in the United States and third in Canada.

According to the report, American fans are younger and more affluent, with 76% belonging to the Millennial and Gen Z cohorts, and female engagement is higher than in Europe.

In North America, 72% watch via television or streamed content, while social media remains an important secondary platform. The 2026 World Cup starts on Thursday.

Published on June 9, 2026