Nielsen: Soccer Fandom in North America Tops 136 Million, Up 10.9% in Five Years

Nielsen has released a new soccer fandom consumer research report, The Fans Behind The Game: FIFA World Cup 2026 Edition, examining the soccer audience in the United States, Canada, and Mexico ahead of the FIFA World Cup 2026.

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, says a FIFA spokesperson. The research findings also underscore the success of the efforts that have taken place to grow the game and expand the sport's global reach.

Fandom and Popularity

Soccer fandom in North America has grown 10.9% from May 2020 to May 2025, reaching more than 136 million fans. The United States has the fourth-largest soccer fanbase in the world at 62.5 million fans. Soccer is the most popular sport in Mexico at 63%, where the average fan has followed the sport for approximately 14 years. In Canada, soccer ranks third at 37%; in the United States, fourth at 31%. About a quarter of North American soccer fans became fans in the last five years, and 68% say their interest has increased in the last three years. Sixty-four percent of fans expect their interest to continue growing.

Fan Demographics

U.S. soccer fans skew younger, with an average age of 33, and are more affluent than the general U.S. population. Seventy-six percent of U.S. soccer fans are Millennials or Gen Z. Female engagement in North America stands at 43%, compared to 36% in Europe. Fans cite personal enjoyment (29%), social connection and community (14%), family bonding and tradition (12%), and physical fitness (11%) as significant roles soccer plays in their lives.

Content Consumption

Seventy-two percent of North American soccer fans watch via TV or streaming platforms. Social media is the next most popular method at 47%. Mexican fans are more likely to watch live match broadcasts (51%), typically at home with family and friends. Canadian fans lean toward short-form content and highlights (33%).

Economic Impact

The FIFA Club World Cup held in U.S. cities from June 14 to July 13, 2025 generated a gross output of $17.1 billion and contributed $9.6 billion to U.S. GDP, according to the report. The event created an estimated 105,000 full-time equivalent jobs, generated $5.8 billion in labor income, and is projected to produce $1.9 billion in direct and indirect tax revenue.

LINK:	https://www.sportsvideo.org/2026/06/11/nielsen-soccer-fandom-in-north-...
	See more stories from svg

More from Sports Video Group