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.
>>> World Cup Conspiracy Theories: Rigged or Reflective of Society?
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.
