US soccer fans watching the 2026 World Cup are increasingly choosing Spanish-language broadcasts over English-language coverage, according to a report by The Guardian.
Fox Sports, which holds exclusive English-language rights, presents an "America first" aesthetic with host Alexi Lalas and mid-game advertising breaks.
In contrast, Telemundo offers Spanish-language coverage via NBCUniversal's Peacock streaming service at roughly half the subscription cost of Fox One.
The preference for Spanish commentary extends even to English-speaking viewers, prompting venues like Manhattan sports bar Smithfield Hall to switch channels based on customer requests.
Co-owner Kieron Slattery admitted he often watches Spanish-language programming despite not speaking the language. "Personally I often watch the Spanish-language programming for the football," he said.
Audience Shift
Data shows Telemundo and Peacock TV secured 49% of the combined World Cup viewing audience through the initial 48 tournament matches.
The Mexico-England matchup attracted 23.2 million US viewers, exceeding Fox's coverage by approximately 1.5 million and setting a record for Spanish-language telecasts in US history.
Joaquin Duro, executive vice-president of sports for NBCUniversal Telemundo, commented on the emotional connection of the broadcast.
"Somehow there is a language-agnostic passion that transcends what you're saying, that I guess is just connecting from an emotional level," he said.
Telemundo's viewership surged by 155% through the first 100 games compared to the 2022 World Cup, with the quarter-finals averaging 10.5 million viewers.
Online fan support has grown due to Telemundo's energetic play-by-play commentary, particularly the famous goal calls by Argentinian announcer Andrés Cantor.
Telemundo also maintained match continuity by refusing to air advertisements during Fifa's new three-minute in-game hydration breaks.
Duro emphasized his stance on maintaining traditional match structures. "I told my boss many, many months ago," he said.
"I'm not gonna be the first person to create a four-quarter soccer game in the United States."
Subscription economics favor Peacock at $10.99 monthly compared to Fox One's starting price of $19.99, contributing to overall higher viewership figures across both networks.
Fox reported a 216% increase in its round of 16 average viewership compared to 2022, driven by 30 million viewers tuning in for the USA against Belgium match.
Telemundo's multi-year preparation included securing specific field camera angles from Fifa in 2024 and assembling country-specific expert announcers and former players.
The network utilizes analysts like former Argentina player Maxi Rodríguez, who maintains personal pre-game rituals with Lionel Messi on the field.
Duro noted that feedback on social media highlights how the rhythm and speed of the Spanish broadcast engage viewers regardless of language barriers.
"We read it on social media," he said.
"People saying: 'Half of the stuff I don't understand, but I know by the rhythm and by the speed that something is about to happen.'"
