The FIFA World Cup brings audiences together every four years as the biggest stars in the world meet on the field to represent their home countries. This year’s tournament, kicking off June 11th and concluding on July 19th, is poised to draw the largest US audience in the tournament’s history.
From the consistent growth of soccer’s audience in the US to America’s 250th anniversary and the excitement of the games being played on US soil, FIFA World Cup 2026 is shaping up to be an unprecedented moment for sports and culture.
Soccer – An American Staple
According to The Economist, soccer has officially overtaken baseball as America’s third favorite sport behind football (1) and basketball (2). Earlier this year, it was reported that an impressive 10% of Americans identify soccer as their favorite sport (FOX Sports).
Naturally, soccer viewership in the US has been growing consistently with both international games and domestic games seeing large increases. Since 2018, international soccer viewership amongst Americans has grown 60%, and similarly, MLS viewership amongst Americans has grown 57% since just 2022 (Samford University). Soccer fans in the US are well versed in the key players from all around the world and are buzzing with excitement to see the sport’s biggest stars competing here on American soil.
That growth in viewership directly translates to a growing, high-intent audience for advertisers that is now fully accessible on CTV.
Games on Home Turf Drive Viewership
It’s no surprise that games see higher viewership when games air in a viewer’s primetime window. With the World Cup taking place across the US, that advantage is fully in play. Numerator reports that nearly a third (32%) of Americans plan to watch.
In addition to the convenience of viewing games in primetime, the World Cup will be taking over the cultural zeitgeist with 23% of viewers planning to engage with World Cup content on social media (Numerator). Conversations from the water cooler at the office to the beer cooler on the 4th of July will surround tournament news and excitement.
America’s Patriotic Moment
Campaigns surrounding America’s 250th birthday have been consistently ramping up since last year and the celebration will crescendo as we approach July 4th. The US Men’s National Soccer team competing for the country will come at the perfect time, when patriotism is running high and Americans look for ways to celebrate the monumental Independence Day.
The FIFA World Cup is the perfect opportunity to reach fans at their most engaged and enthusiastic as they celebrate their patriotism as well as the experience of watching their favorite players and teams from around the world.
World Cup CTV with BRIDGE
The FIFA World Cup 2026 is not a moment brands should allow themselves to be left out of, and CTV is where they’ll be watching. Numerator reports that 57% of World Cup viewers will opt for streaming to watch the games, a clear signal for digital advertisers (Numerator). With CTV confirmed as the dominant viewing channel, the question for brands is not whether to invest, it’s whether their CTV strategy is built to deliver measurable results.
With the fragmenting CTV industry, it can be challenging for advertisers to find CTV they can trust. BRIDGE’s audiences are built on real names, emails, and postal addresses, so you know you’re reaching verified, real people. And while most CTV campaigns close with a completion rate and an estimated lift percentage, BRIDGE closes the loop deterministically via People Match™: real purchases tied to the verified individuals who were targeted. Want to go for the goal this World Cup? Let’s talk.
